What Is Programmatic Advertising?

What Is Programmatic Advertising

More than 80% of the display ad spending by U.S. digital marketers is programmatic and the numbers have been increasing steadily. Marketers should strive to understand programmatic advertising to stay ahead of the competition.

Programmatic advertising is growing in popularity due to its efficiency in ad campaigns. However, the whole concept is quite complicated. Most marketers are not sure how to go about programmatic advertising.

If you’re among the digital marketers who have been wondering what programmatic advertising is all about, you’re in luck. Here’s a comprehensive guide that will explain programmatic advertising and its benefits.

What Is Programmatic Advertising?

Programmatic advertising refers to the real-time selling and buying of digital ad space in an automated bidding system. Through programmatic advertising, you can purchase an ad impression on different publishers’ sites. Your data will determine the performance of your ad.

Traditional advertising approaches are manual and inefficient. Programmatic is automatic. You don’t have to waste time with negotiations and requests for proposals.

Programmatic advertising, just as the name suggests, uses a program to buy an ad slot. Artificial intelligence evaluates your cookie data, demographic information, and behavior. It then determines how your ad will be displayed.

The targeting tactics in programmatic advertising use real-time data to segment your audience. Advertisers use the demand-side platform (DSP) to drive the purchase of ads. They also utilize the data management platform (DMP) for third-party data.

On the other hand, publishers use the supply-side platform (SSP), which is essential in managing ad inventories. They then determine the ads that have won the bids.

Programmatic advertising and Google ads have stack differences. You can check out the Google ads vs. display ads through the BPRISE platform to understand how the strategies differ. The quality of results is one of the main differentiating factors.

Programmatic advertising is keen on targeting. It is easier to prompt conversion through this method. Conversely, most of the other digital marketing techniques aren’t too focused on targeting.

How Does Programmatic Advertising Work?

Marketers ought to understand programmatic advertising before delving in. Programmatic advertising connects advertisers and publishers. Advertisers are marketers who want to promote a brand, while publishers are website owners selling ad space.

If you want to promote your product through a digital campaign, you start by contacting your programmatic ad agency. The agency will then use a DSP, which automates the process of ad buying. The DSP will enable you to buy ad inventory from several publishers.

With the demand-side platform, your ads will be targeting the right audience. The targeting is through the data management platform that controls audience data. DMP takes into account user behavior, demographics, online activity, and location.

This method ensures that you’re are not wasting your ads on users who aren’t interested in your products. As such, most of the clicks will lead to conversion. Consequently, your sales will grow.

When a target lands on the publisher’s site, it sends an ad request to the SSP. The supply-side platform (SSP) is what the publisher uses to sell your ads. The SSP is responsible for the auction process, where the DSP is usually connected.

The DSP evaluates the data to know if an ad matches the target. This process determines the bidding price. The exchanges, which seem complicated in a theoretical explanation, occur in real-time. This process takes milliseconds to complete!

Once the impression is sold, the publisher displays the ad on the website. The process repeats itself every time a user visits the site. Programmatic ad buying will guarantee you results over time as more consumers search the internet.

Benefits of Programmatic Advertising

Media ad spending is projected to grow by 60.5% by 2023. You might want to consider programmatic advertising as part of your strategy. Here are the benefits of programmatic advertising that you stand to enjoy;

Real-Time Evaluation

Programmatic adverting measures results in real-time. Programmatic advertising can measure the performance of a campaign immediately after launching. With the results, you can make modifications to improve performance.

With traditional advertising, you can only get the results after the campaign. You might end up wasting money on a campaign that’s not working. Programmatic advertising will help you know when to change tactics.

Better Targeting Capabilities

Targeting is an aspect that makes programmatic marketing unique. The importance of advertising to the right audience can’t be emphasized. With programmatic advertising, you’ll only be reaching out to your desired audience.

This form of advertising uses IP targeting, geolocation targeting, and contextual keywords to reach the right people. The internet has millions of users, and not everyone is interested in your products. You should consider programmatic advertising for better targeting.

The click-throughs might be fewer at first. However, they mostly lead to conversions. Retargeting will further increase your chances of increasing relevant leads.

Transparency

Google advertising uses algorithms that you might never understand. However, programmatic advertising is one of the approaches with the utmost transparency.

Targeting takes into account a user’s browsing habits, buying patterns, device, and brand loyalty. You can track the sites where your ad is reaching. More importantly, you’ll see the consumers viewing the ad. The transparent process makes it easier to invest your resources in the right place.

While the process might seem complex, you’ll have all the information necessary. This transparency allows you to make changes if your ad isn’t performing as per your expectations.

Programmatic Advertising Can Be a Game-Changer in Your Digital Marketing

Many marketers who want to start programmatic advertising don’t know how to go about it. Once you understand how programmatic marketing works, you’ll realize it’s not as complex. However, you might want to work with professionals if you’re unsure how to go about the whole process.

The benefits of programmatic advertising, such as better targeting, transparency, and real-time measurements, are worth pursuing. If you want to increase your revenue, programmatic advertising is an approach that will interest you. Partnering with the right agency is the best move.

Do you want to increase your audience with data-driven marketing? Contact us today for programmatic advertising services.

The Importance Of Advertising To The Right Audience

With all that we are facing on the daily given the pandemic, we could use some major boost. Especially companies, brands and even consumers need motivation – whether it is promoting new products, identifying target audiences (TG), getting the attention of consumers or even structuring workable online strategies. It is a sensitive situation.

However, it does come with a fresh set of opportunities. Brands or companies may have to look with delicate care to spot their prospects in the sea of digital audiences. A workable marketing strategy will not only compute the budget but also carefully define audience segments that need to be targeted.

More lasting impressions can be created if data forms the base of marketing. How? It helps you predict the behaviour of your target audience. Not taking your customer’s digital footprints into account when strategizing can put you on the back foot.

BPRISE realized this since it began buying inventory and serving ads two years ago. So, to better equip you, as a platform user (digital marketer or media planner), BPRISE got data integrations done. This means you can now attract prospects who exhibit characteristics similar to your existing customers.

Here’s What’s New:

Audience! Audience! Audience!

BPRISE’s integration with 75+ global data providers like Oracle’s Bluekai, Lotame, Dun & Bradstreet, ComScore, Visa, Mastercard, Forbes and a bunch of other powerful players, gives you just what you need to shrink your expenses while still reaching out to your desired audience segments.

This new power packed data integration gives you easy access to buying millions of impressions and also helps you narrow down your reach to those (prospects) that matter. An addition like this to a programmatic ad buying platform like BPRISE, came as a natural evolution after listening to the needs of our existing platform users (agencies and ad consultants).

Use Cases:

While you set your marketing cadence taking into account the happenings of the world, we also suggest that you keep an extra eye out on that campaign performance. Getting your inboxes stuffed with Excel sheets and reports may be inevitable but you need real answers about your campaign performance.

BPRISE’s dashboard comes fully equipped with real-time reporting on campaigns that are in-flight. Imagine that you have just launched a CPM campaign across Tier 1 Indian cities targeting online shoppers and audiences who use ecommerce apps.

While the natural tendency is to set the campaign live and wait for the numbers to soar, our Campaign Managers do it a bit differently. They not only monitor your campaign by the hour (or even by minutes sometimes!) and make necessary tweaks – while the campaign is live – in order to keep CTRs from falling. This of course, is part of BPRISE’s Managed Services – wherein we manage your campaigns from start to finish including campaign setup, launching, monitoring, optimizing and reporting.

A few one-line proposals for various industries…

Real Estate / Insurance

Reach out to HNIs spread across India or people looking to buy

Appliances

Advertise to newly weds or parents of school children

Entertainment

Attract users of popular video streaming apps with your ads

Travel/tourism

Run your ads by budget travelers, luxury travelers and frequent flyers

Hospitality

Grab the attention of individuals that frequent clubs, restaurants and cafes

Pharmaceutical

Reach out to health and fitness conscious individuals or healthcare professionals

MSMEs/SMEs

Advertise to decision-makers and high-profile CXOs

B2C Brands

Attract parents, people of different age groups/interests and behaviour segments like nightlife, football, cricket lovers etc.

For You:

Our newly fitted platform feature (audience segmentation) promises to deliver your ads to your most authentic prospect no matter where across the globe they are. BPRISE has upped it’s marketing feat with the Data Management Platform (DMP) integrations and is ready to serve you while you serve the best of what you got to your audiences; while keeping your marketing budgets in check but without compromising on reaching out to your TG.

We believe it is necessary that as a business you are as ready to deliver, for people will heal and the world will get back into motion. One segment at a time!

What Is A DSP and How It Relates to Ads

Business woman working on BPRISE DSP Platform

Almost 50% of small businesses are already using pay-per-click (PPC) advertising. Unfortunately, not many companies realize there’s an easy way to automate their purchasing. By simplifying a piece of your PPC puzzle, you can spend more time on what matters most: your business.

That’s where a DSP can step in. What is a DSP exactly, and how can it help with your digital advertising?

You’ll have to read on to find out! In this guide, we’ll reveal everything you need to know about DSP advertising and how it can benefit your business. Read on to learn more.

What is Programmatic Ad Buying?

Before we dive into the question, “what is a DSP?” let’s discuss programmatic advertising.

Programmatic advertising is a broader term. It’s used to describe technologies that automate the digital ad buying process.

In some cases, that can mean automating campaign set up based on previous settings. You can also use programmatic advertising for rate negotiation, optimizations, and actualizations. By using programmatic advertising, you can streamline your processes, saving you time and money.

One way to launch programmatic ads is by using a DSP.

What is a DSP?

Now for the big question: what is a DSP?

DSP stands for Demand Side Platform. It’s an automated buying platform that allows users to purchase digital ad inventory. These users often include full agencies or companies that want to advertise their own brands.

The digital ad inventory available can include banner ad space on websites, in-stream videos, or mobile ads that display on phone apps.

There’s a chance you’ve heard of SSP, or Supply-Side Platforms. Also known as Sell-Side Platforms, SSPs are very similar to DSPs. They allow publishers to sell their inventory through an ad exchange.

SSPs require minimum bid requirements. This allows the publisher to maximize how much they’ll make from their ad space.

That begs the question, “what’s the difference between a DSP and SSP?”

DSPs are for marketers. SSPs, on the other hand, are designed for publishers. Both are involved in multiple ad exchanges.

The Ad Exchange

The ad exchange is a digital marketplace. There, advertisers and publishers can use real-time bidding to buy and sell ad space. The ad exchange announces each available impression in real-time.

Then, buyers can determine if they’re interested in that space before they make their bids.

How Does It Work?

Now that you have a broad concept of DSP advertising, let’s talk about the process.

With a DSP, advertisers and agencies can purchase ad inventory from publishers through:

  • Ad networks
  • Ad exchanges
  • Supply-side platforms

Usually, advertisers would buy ad inventory through independent networks. These can include Google, Facebook, other search engines, and other social media platforms. With a DSP, however, advertisers aren’t limited to a set platform.

Instead, advertisers can buy multiple ad formats (like video, mobile, search, display, and native ads) from multiple sources. Meanwhile, the user never has to leave the interface.

Here’s how it works:

  • The user visits a website online
  • That website sends the user’s information to the ad exchange
  • An SSP offers that user information to DSPs
  • Advertisers can bid for ad placement through the DSP
  • The highest bidder wins the ad

With a DSP, users can buy impressions across multiple publisher sites. The advertiser can then target their audience based on location, browser history, or other factors.

The impression price is based on a real-time auction through real-time bidding. Since it’s automatic, you don’t need to waste time bidding on prices. Instead, the impressions are auctioned off to the highest bidder.

The entire process takes seconds, allowing you to save valuable time.

The Benefits

If you’re on the fence about DSP advertising, there are a few benefits you should remain aware of.

First, a DSP offers transparency you can’t find in most forms of advertising. You’ll have a suite of reporting tools available, allowing you to review every detail. Then, you can optimize your campaigns and improve your ad efficiency.

In fact, your analytics will update in real-time. That means you don’t have to waste time and money making uninformed decisions. Instead, you can make decisions about the DSPs you’re using.

With DSP advertising, there’s also a wide range of ad formats available. Sticking to one format can bore your target audience. Instead, you can run an omnichannel advertising campaign to cover new formats.

Over 85% of consumers use the internet to search for local businesses. By using a DSP, you can reach those customers and reel them in!

Other benefits include audience targeting abilities and flexible budget shifting. The traditional ad buying process can leave you in the dark. In other words, you won’t recognize targeting or spending mistakes until you’ve already made them.

Why Use a DSP?

When advertising, you would usually complete a time-consuming process that can involve:

  • Advertisers (you)
  • Publishers (where the ad will appear)
  • The target audience

Then, you’ll waste valuable time sending emails back and forth to negotiate prices. In addition to wasting time, there’s also a chance someone will make an error along the way.

The marketing DSP process allows advertising and agencies to buy ads in seconds. Since the process is done so quickly, you can improve your efficiency and focus on bigger matters.

Choosing the Right DSP

When choosing the right DSP for your advertising needs, try to consider:

  • The data you want (first- versus third-party)
  • How many ad exchanges the DSP will access
  • Your budget
  • Your desired reach

You’ll also want to consider the DSP’s ease of use. If you’re unfamiliar with the interface, you might end up doing more harm than good.

With that in mind, it’s important to choose the right company to work with. Before you start using programmatic advertising, make sure to find the right DSP. They can walk you through training and help you maximize your advertising spending.

Instead of wasting money, you can use your DSP to reach more prospects than ever before!

What Is a DSP?: Your Guide to Smarter Advertising

To recap, what is a DSP? It’s your smarter, faster, easier method to great advertising. With a DSP, you can reach your customers without wasting your advertising budget away!

Eager to get started? Request a free trial from our team today.

Forget all the digital marketing tech you know… Just as you forgot the phones of yesteryear

BPRISE Tech of the Future

For those of us who used a Nokia 3310 and a generation of Nokia phones thereafter, before we switched to iPhone and other brands, we know just how great those phones were. They got us through calls, SMS and even carried a couple of games. There seemed to be just one brand of phones, the indomitable Nokia.

Then came along Apple. Apple entered the arena with a game changer phone, with smart software, making ordinary phones smartphones. This redefined how people used their mobiles. It gave people a good browser to navigate the world wide web, a powerful hardware to support mobile gaming and an app store that contained tons of great and ever-increasing apps. Still, Nokia maintained a huge advantage over Apple for years - its distribution network and its relatively well priced products across the spectrum.

Late but great, Google arrived, and grabbed market share. Not as a gadget provider. Google brought software, an app store and then gave wings to manufacturers to craft a phone that could take on a Nokia or an iPhone at a price and product advantage that the manufacturers deemed fit. This essentially made the iPhone alternative, Android, affordable to a mass of people who wished for a smartphone but could not escape Nokia.

Circa 2020, as I write amid a turbulent COVID-19 phase, I cannot help but compare notes with this piece of history in a different industry - advertising technology.

Like Nokia, the staple display marketing software in the world was and has been Google AdWords (now rebranded as Google Ads) for two decades. Around a decade ago, a revolution happened when publishers and advertisers started demanding more transparency in the money being traded among themselves. This led to a framework being jointly built, called Programmatic Advertising. Naturally, companies jumped into implementing this framework.

Publishers implemented the framework on their websites and apps. Advertisers started buying media programmatically. Google too jumped in, by buying out a programmatic platform called Invite Media and merging it into their DoubleClick offering for Advertisers and Publishers. Programmatic media buying also ushered in a special feature (akin to the app store), the ability to make a deal with any data provider of your choice and importing those data segments into the programmatic platform for precision-based targeting.

This was revolutionary. But there was a catch.

It was and still is available only to brands and agencies that can afford to cough up a platform fee, commit to monthly big dollar spends with guaranteed annual spend commitments. Kind of the pricier iPhone of the digital advertising industry. So, anyone who could transact big dollars and pay a platform fee, gained access to this powerful platform. A software for the big businesses. The common man i.e. a vast majority of small, medium and large enterprises continue to use the trusted and efficient Google Ads platform. This population does not probably know what they are missing. Even Nokia of old had many games and a browser that rendered websites decently well. Of course, an iPhone was desirable, but that did not matter, Nokia worked just as well.

However, in the advertising business, it matters if you own a Nokia or an iPhone, i.e. are you on Google Ads or a Programmatic Platform. The big companies use data as the new age oil and get bigger. Simply because they can afford to. As a small, medium or large enterprise with limited resources or not wanting to get into annual commitments, your tools are the same. But the giants can always use the advantage of data to outbid you to reach the target audience at a lower cost of acquisition, even though they are spending a lot more for that audience and inventory.

So how do we build an Android like model in the digital advertising ecosystem? Simply put, how do we get programmatic (the software) and the audience (app store) to the manufacturers (ad agencies) at a price that is affordable and accessible to all?

Firstly, we take out the platform fee. This automatically makes the platform affordable. Add the fee when customers want to commit to higher spends and need guaranteed inventory.

Next, unhinge from the minimum spends requirement. Let everyone in.

Finally, add the app store to the mix. In this case, data providers. Make it easy for brands and agencies to find various data providers on a single marketplace, without the need to sign-up separately as being done today.

This approach essentially brings advanced targeting and a single place to buy inventory at affordable prices. At BPRISE, we have created this one-stop integrated platform to offer audience-based programmatic media buying, delivering ads across video and banner formats. You get to pick from over 75+ data providers, 30,000+ data segments (example aspiring home buyers, is a data cut for whom you can target home loan ads or new home ads) and a publisher inventory that spans the globe (by publisher, we mean websites and apps).

In current times when almost everyone is online due to the coronavirus crisis, and in the near future when online will become the preferred platform to connect, you will appreciate the advantage of filtering - right down to the website or app, Geo-location and audience to target your ad.

Now that you know why you should forget practices of the past, request access to our closed beta trial of the latest in marketing technology.

Grow Your Business With Banner Ads (AKA Display Ads)

Farming for quality results work the same whether on a field or the web when it comes to digital marketing. The stakes are high, the fertilizers are aplenty, the equipment too many. But with everything said and done, you must get your hands soiled if you want your efforts to bear fruit.

We’ve come a long way since the web’s first banner ad published in 1994. Banner ads often called display ads are used to highlight a company or a brand’s product/service/offer. Attractive and informative creatives attract clicks from web users. This takes effort and a lot of thought! Creatives and content are your only players when trying to win clicks.

Increasing clicks on your display ads obviously means that your ads have a healthy click-through rate (CTR). That’s a good thing to have, if you want to direct web users/potential customers to your website or your specially designed “landing pages”.

For e.g. choose display advertising if you’re opening a brand-new ecommerce store that sells organic fertilizers online. This way you can draw interested people to your online store. What’s more is that you could also launch display ads if you’re a store owner and you want to advertise your products/offers to people in the vicinity of your store.

Here’s 5 solid reasons you must consider advertising your business using display ads:

 

1. Increase web traffic and leads to websites

Banner ads make it possible for brands to convey their messages to future customers. Clicks on ads mean you get drive traffic to your website thereby increasing sales potential from web users who’re interested in your products/offers.

 

2. Introduce new products or seasonal discounts

Brands use text, images and more to advertise their latest products, offers and discounts to attract store visitors, web traffic and even potential leads. Catchy creatives make web users want to learn more about your offer.

 

3. Create brand awareness

Display ads bring the brand’s logo, message and offer before potential customers. By repeatedly showing your brand’s ads to web users, you’ll create a sense of familiarity and get them interested. Drive leads to website and conversions as a result.

 

4. Get new customers

Banner ads help businesses bring their brand before newer audiences. Put the right message before quality traffic. Unlike search ads, users don’t have to look for you, your brand or your product to hear about and get interested in your brand.

 

5. Start easily and in the most cost-effective way

Businesses of all sizes benefit from display ads because they get to advertise to a wide audience using display ads. Tools like the BPRISE Manager Platform simplify buying ad space online and running your brand’s display ads. Also, the BPRISE platform has no platform fee!

 

Grow Your Business With BPRISE Manager Platform

BPRISE Manager Platform – multi-functional marketing tool

Marketing tools and strategies are like the farming equipment and fodder you use so that in time your work bears fruit. Digital marketers use the BPRISE Manager Platform to serve ads to people. The result of their strategies create visibility for their brands, reach for some and leads for others. A hospitality client of ours witnessed a CTR as high as 0.40%, read about it here!

With a massive increase in the number of internet users, businesses use digital ads to reach out to potential customers online. Digital ad spends of brands last year amounted to big numbers last year signifying the impact of digital ads on the performance of a business.

With BPRISE, you can not only launch advertising campaigns but also measure it’s impact both online (websites, apps) and even at stores. All we’re saying is that you should have the power to buy ad space from premium websites at rates convenient to you.

How have you been able to generate traffic for your website/store? Share your digital advertising experiences in the comments below!

 

 

 

 

 

 

 

 

 

Purchase Digital Ads Using Software

Fundamentally what programmatic advertising means is, using software to purchase digital ad spots. Programmatic can be defined as the use of software-driven technology to automate the whole ad buying process or even automate parts of it. It is also sometimes called advertising done programmatically or programmatic buying or just programmatic.

#1 Promise Of Programmatic Advertising

Efficiency & simplicity: Because “programmatic” automates the ad buying and selling process with the help of software and technology they achieve better scale and speed than humans possibly can.

#2 Promise Of Programmatic Advertising

Precision & relevancy: Because “programmatic” makes it possible for advertisers to incorporate large amounts of data, they’re able to serve users with ads that are more likely relevant based on users’ behavioral, demographic, psychographic data and purchase intents.

Traditionally online ads, like print and TV, were directly bought by sales persons, who negotiated on terms such as target audience, placements, the number of impressions and price after which both parties signed an insertion order. Direct sales or deals like these are still prevalent but now technology can be used to simplify or automate the process.

Wait, Where Does The Data Come From?

Programmatic comes with the ability to couple data with automation and this makes it possible to target audiences based on their behaviours, demographics, interests and other individual characteristics. Not only do you get to focus on where to place your ad with programmatic, but also on who sees your ad.

Programmatic technology equips advertisers to target segments of audience who are most likely to be interested in what they’re selling. When your system spots a cookie or mobile identifier that matches the targeting criteria you’ve set as an advertiser, you can bid for ad impressions automatically in real time.

The Role Of Data In Digital Advertising

You already know that publishers and social networks learn about keywords searched, types of content consumed and profile information of users with the help of cookies and identifiers. It is commonly practiced across the digital (ad) spectrum.

Wonder where advertisers get data from? If you’re an advertiser, you probably have your own first-party data that may include sales transaction data, CRM data, customer names, emails, types of products purchased, recent purchasers, and average order value.

Data aggregators are companies that become a third-party data source. Such companies often have demographic data points of users that are of value to advertisers. They have information like credit score, household income and purchase behaviour of users.

Plug in a programmatic platform and advertisers can target audiences using a number of data sources at the time an impression becomes available. Let’s say the cookie or other identifier matches your targeting criteria, then the ad buying system (a trading desk or demand side platform) will automatically bid on the impression.

Breaking down Programmatic Buying

Real-Time Bidding (RTB)

RTB is the use of technology in bidding for ad impressions in real time. Such auction-based buying happens on open ad exchanges or in private marketplaces. Any buying platform can bid in open ad exchanges for inventory that have been put up for auction, by numerous sites (publishers). 

Private marketplaces (PMP) are invitation-only RTB arenas in which one or a handful of publishers (“premium publishers”) make their inventory or audiences available to a certain number of buyers.

Programmatic Direct

When ad inventory is sold to buyers directly by the publisher’s sales-force without an auction it is called programmatic direct. Although human intervention may not be required in programmatic direct deals, it is more manual than RTB. Programmatic guaranteed deals can be made for reserved inventory at a set price. Unreserved inventory are sold at fixed rates i.e. buyers are given access to blocks of inventory at a set price. However, in both cases the ads are served and managed programmatically i.e. with the help of software.

Digital advertising will always be prone to change. But if you are willing to evolve with adtech, you’ll discover how efficiently technology can bring you results.

Buy Ad Impressions In Real Time From Publisher Sites

If you read our blogs often, you’re already somewhat familiar with the words DSP (demand-side platform) and programmatic advertising. Just to refresh your memory a DSP is the software platform that advertisers (or marketers of various organizations) use to buy ad inventory and impressions from a range of publisher sites based on the kind of audience that the publisher has. And programmatic ad buying or advertising means using a piece of software to purchase digital advertising. This sort of makes your DSP a programmatic software. Using a machine to buy ads is programmatic as opposed to traditional processes that would involve RFPs, human negotiations and manual insertion orders.

Real-time bidding is when you purchase ads through real-time auctions, but the programmatic software also allows you (as an advertiser) to buy a guaranteed number of ad impressions from specific publisher sites in advance. Buying in such a way is called “programmatic direct.” In short RTB is a type of programmatic buying.

Most B2C brands want to win the attention of customers and potential customers and there’s a price to be paid every time an ad is shown to a specific user. Advertisers bid using an automated platform (think DSP!) for an ad space on a specific website or an app. The auction takes place in milliseconds. The higher you bid, the better are your chances of winning the auction and having your ad displayed to your target audience.

How does RTB work?

  1. User visits a (publisher) website that has ad spaces.
  2. Publisher sends a message to the supply side platform (an SSP is a publisher facing platform) informing that they have an impression/ad space available.
  3. SSP then examines customer information (location, internet search history, age, gender etc) available and sends it to the ad exchange.
  4. Ad exchange conveys this information to the DSP and the auction/bid begins.
  5. DSP bids on the available ad space based on the parameters set by the advertiser.
  6. Highest bidder wins and has ad displayed to the user.

What are its advantages?

  • Advertisers can bid for what they need:

Place bids only on inventories that best suit your campaign. This helps minimize the wastage of media spend on impressions that are not from your desired audience. Moreover the bidding process ensures that each impression can be bought based on the parameters set by the advertiser within the DSP.

  • Publishers get the maximum prices for every impression:

While DSPs bid for on behalf of the advertiser for an impression most useful to him/her, publishers also have the impressions sold at maximum prices based on the real time market demand. Ad Exchanges that facilitate the real time transaction enables publishers to reach out to lot more advertisers. This in turn ensures that publishers sell to the highest bidder.

Who does RTB benefit?

Advertisers – Target and bid more effectively based on the behavioural ground of the customer, which means no more wasted impressions.
Publishers – Gain maximum revenue because advertisers bid for max impression value.
Agencies – Spend efficiently, better control campaigns and achieve targeted results for clients.

Watch out for our next blog where we talk about the mechanism that automates media buying and ad placement in digital space – Programmatic Buying. 

Life Of A Marketer

Who cares about “ad effectiveness” at 08:30 AM? Ah, my bad. What marketer hits the office at 08:30 AM, anyway? Of course, considering the innumerable tasks that a marketer oversees (sometimes, overlooks), performs (or preempts), the 24-hours-in-a-day-thing does not really work for them.

As someone who works in the Marketing Department primarily, I can tell that no marketer ever has “enough time” on them. All the pre-planned schedule goes for a giant toss and what’s more is that the coin lands on its edge more often than all of us care to admit. You may wonder what’s a marketer onto, that consumes all of their sane time. And if you’re a marketer, then this can be your “constructive read” (sic).

A day in the life of a marketer (let’s call her Jane!) concerns the working on the following…

Scene 1: Digital Marketing 

Jane-the-marketer, works her way through multiple creatives, multiple platforms, multiple log-ins, multiple campaign goals, multiple reports, multiple vendors on a regular basis. Although she’s a dedicated marketer, she finds it humanly impossible to smoothly transition between all the aforementioned “multiples“. Now, if her employer (i.e. the advertiser or brand or retailer) is kind enough to split her work by adding new members to marketing, it will mean that the size of the marketing team goes up, in turn increasing the firm’s ad spends. Does having a bulky team deal with multiple platforms and countless vendors ensure that the advertised products meet the respective real-time needs of its target audience?

You and I both know that one-ad-does-not-fit-all. We also know that quantity does not guarantee quality. It is the quality and appropriate fitting of an ad to a situation in the real-life of its target audience that counts. And it most definitely is not the mammoth-sized-ness of the marketing team that counts.

What if we could resolve these issues, for Jane (and marketers like her!) in one shot? How much of an ease would it be on brands (i.e. advertisers/retailers) if they could keep their marketing budgets from skyrocketing and still reach the right customers precisely when they’re in need of a solution/product? How does a relevant, ad-for-a-human sound like? 

Scene 2: Analysis

So, marketer Jane, successfully runs ad campaigns across the web and mobile apps and has received reams of data capturing the performance and reach of her ads. She consults a number of third-party vendors to analyze the data and tell her what all the numbers and graphs of data, means simply. A thorough analysis is possible only when marketers have all the information about their target audience’s preferences as consumers. Although Jane divides her time between consulting with various vendors and gathering insights from distinct sources, she’s still deficient of her target audiences’ offline preferences as consumers. What this means is that customers often walk into stores near them and grab what they really need, for a price. There are times, they hop into branded shops or retail stores more than once just to get product-related information. Is Jane even aware of this practice? Let’s say Mary visited A Shoe Shop a couple of times. She spent a considerable amount of time at the heels section but walked out of the shop each time without buying anything. This offline consumer behavior of Mary is invaluable to Jane. Because if Jane was aware of Mary’s offline behavior as a consumer, she could target Mary with an ad of a footwear right when she’d walked out of the Shoe Shop without having made a purchase? Hence relying solely on users’ online data sounds like one is building a lopsided launchpad for the advertising campaigns to take off from.

Wouldn’t it also benefit if you could understand what happens across web, app and stores? What a winner of a deal if the marketer’s ad platform could serve as a one-stop-solution to all of the ad campaign needs? What if the marketer could enjoy the luxury of not having to consult a multitude of vendors for campaign results and customer insights? What if the analysis helped marketers with target lookalike customers? And what if the marketing platform was automated so well that it understood brands’ customers as well a human marketer could?

Scene 3: Targeting & Retargeting

Targeting Prospects

Jane markets products/solutions to prospects as ads over the web, mobile phones and even apps. But given Jane’s limited knowledge of her prospects’ offline consumer behaviour, her ads do not completely resolve their real-life, real-time problems. This results in the ads becoming somewhat irrelevant to her target audience and thus gives way to unimpressive CTRs. Targeting without insights is like driving without the headlights on.

Wouldn’t marketers be able to provide genuinely useful solutions/product recommendations to potential customers in the form of ads had they been aware of the customers’ real-time needs? Imagine all the gains (for the marketer, for the advertiser/retailer and for the customer) when an ad is truly apt for a customer and solves one of their immediate problems?

Retargeting Potentials

Marketer Jane finds that numerous visitors have looked up her brand’s products online but have left without buying anything. Abandoned carts are one of her main concerns as a brand marketer. And she offers discounted product recommendations to her customers in order to win them back. However, customers could have skipped buying the product online given a number of reasons. The product could have been too pricey for them, they could have been browsing just like that, they couldn’t have found what they’re looking for or maybe they wanted to check the same products at a brick and mortar store. Insights that are derived exclusively from an individual’s online activities will never constitute genuine “customer insights“. A customer’s activities are not limited to their online conduct alone and the sooner marketers tap into customers’ offline preferences and consumer needs as well, the better!  It is quite the combination of online and offline customer data that constitute true customer insights. 

What would make it absolutely easy for marketers to join the dots with customers’ online and offline behaviour and figure out their precise needs? What if all the abandoned carts would suddenly overflow with products of happy patrons?

Scene 4: Conversion

Marketer Jane hits the bull’s eye with her marketing campaign for she sees immediate hike in sales. Let’s say Jane’s ad convinced Mark to buy her brand’s shoes. But does this mean that Jane’s done for the day? Forget the tens of documents she’s got to edit and release! A successful sale or a conversion calls for brands to build on the patron’s interests as a consumer. Brands partially achieve this with the help of loyalty and membership cards; but this practice does not capture all of the user’s online and offline consumer traits. Building a profile with the help of web analytics and proximity-based analytics for every patron will not only help marketers retarget them with relevant content but also help them establish a database of lookalike customers. A lookalike customer is anyone who resembles one or a group of the marketer’s paying patrons. They’re basically prospects that marketers can target on. Also, lookalike customers are external to the database of customers that the advertiser/retailer already has.

Once analytics helps marketers with valuable insights about existing customers, targeting lookalike customers becomes easier. Marketers can target lookalike customers with fitting ads based on the success of their previous ad campaigns.

Insights from Mark’s conversion will help marketers up-sell and cross-sell effectively. Targeting a lookalike customer therefore (say Joe) will not constitute a shot in the dark because Jane has historic data to substantiate the possibility of Joe (who is a lot like Mark as a consumer) converting!

What if marketers could target lookalike customers as soon as their inventory gets restocked? Nothing like the ability to up-sell and cross-sell relevant products to patrons; how do marketers achieve all this?

Having a simple but powerful ad platform that not only optimizes marketers’ reach with ads that are truly relevant to the brand’s customers, right when they’re in need is quite the evolution in marketing. This evolution will not only bring down the firm’s marketing expenses but also allow the brand to have an efficient, slim marketing team. Which is why, marketers, rather advertisers/retailers that are quick to adopt the same could save considerably. Predictive analytics ad platforms like the one BPRISE offers, gathers information and learns user behavior.

If marketer Jane, were to use BPRISE’S programmatic platform, she’d be able to accomplish everything right from marketing, to targeting, to analytics, to sales, to retargeting, to conversion, to up-selling/cross-selling and looking for lookalike customers, all using a single dashboard. This unified ad platform cuts the need for marketers like her to jump between platforms and wait on countless vendors saving the marketers’ time   and money immensely!  If you’re a brand that’s looking for answers to the above questions, get in touch with BPRISE asap. Oh, also if you’re the marketer who’s concerned about ad effectiveness at 08:30 AM, we’ll definitely be worth your time!

 

Ads.txt & Ads.cert

When working (or like, surfing the web), I’m often shown ads of goodies I’d be interested in swiping my card for. There is little surprise as to how this show-of-the-most-cool-ads happens, as I work in an adtech startup! Nonetheless, when it comes to shopping online, I’m giving no “site” any benefit of the doubt. What I’m trying to say is that I am not willing (or even cuckoo enough) to enter my card details at a random site just because it displays the “computer mouse” I’m in need of. Say for example, I’m on one of the big retailer sites looking for a black Puma* backpack and I see the same bag displayed in an ad (at a discounted rate of course!) by “BuyGoodStuffForCheapHere.com”.

How am I to even know if a third-party, selling goods of a retailer, online, is an approved seller? From my example above, is “Buy Good Stuff For Cheap Here” authorized to actually sell Puma goods? Will I get an original product? Has Puma approved this seller? How would I know? These are a few questions that run around in my head every time attractive ads by various third-party sellers grab my attention.
*The product and company names are trademarks of its respective owners. Use of them does not imply any affiliation with or endorsement by them.

I can also say that the same logic applies to brands buying ads programmatically. But, luckily for them, in late June, the IAB Tech Lab set up a method permitting brands to confirm that a third-party offering space on a publisher’s site is really approved to do so. This is called “Authorized Digital Sellers or ads.txt”. And as the name clearly suggests ads.txt is a simple text file uploaded to a publisher’s site listing the official sellers or resellers of the publisher’s inventory along with the publisher’s ID for buyers to match. Though it might be difficult for a publisher to list the unique IDs its sellers and resellers use to identify its inventory, it has been identified as an efficient means to fight fraud in the marketplace.

Given that ads.txt takes care of the authorization process, entities that are granted permission can access the designated areas. However, if an entity is not properly authenticated it can easily access areas it shouldn’t. Now, say for example, I order a super-duper expensive designer bag from a well-known ecommerce site. There are fraudsters along the way ready to swap my bag for a cheap one without the knowledge of my courier company. And since my transaction is happening online, I will need a way to make sure that that the bag is indeed the one that was sent by the store, i.e. I need to authenticate the source of my bag. What if the store were to send me a unique digital tag number imprinted on the bag and send the same to me via email? That way when I receive the bag I can verify that it came from the right source. Similarly, in the programmatic buying business, advertisers/buyers can now know of the authenticity of an inventory’s source with the help of ads.cert – an authentication initiative by IAB Tech Lab.

Ads.cert is a follow up to ads.txt by IAB Tech Lab and it uses cryptographic security measures to authenticate inventory.

Ads.txt can help authorize inventory sources and ads.cert can help authenticate the same by creating a “signature process”. Publishers can now incorporate cryptographically signed bid requests on showing the path of inventory thereby authenticating the inventory. This process will be able to certify units of inventory coming from verified publishers. This digital signature prevents fraudsters from tampering with the inventory simultaneously letting buyers verify a specific site’s inventory. Ads.cert can block any manipulations done to variables like device, domain, IP address, location to make it look like valuable impressions. Now everyone in the supply is required to provide and signature; this promotes good behavior and is a means of tracking bad behaviour.

I have simplified this further and prepared an infographic that lists why ads.txt and ads.cert is actually important to you if you’re part of the programmatic’s supply chain…

If you’re a publisher or an advertiser give us a ring to take your ad inventory game to the next level, well whaddya waiting for?