There are many advantages of using programmatic advertising software. It automates the purchasing of advertising, saving you time spent on research, negotiating prices, and determining what type of ad you need. Although some manual work still remains, programmatic advertising software does eliminate many of the time-consuming tasks associated with traditional advertising. Here are a few of these advantages. Read on to learn more. And remember: the software does not do everything for you!
RTB
Publishers should consider RTB programmatic advertising software if they are looking to increase their ad revenue. Real-time bidding allows publishers to sell ad space at a higher price, while advertisers can reach a large group of customers and increase the effectiveness of their campaigns. The benefit to the publisher is that the ads are relevant to the user, and they are not intrusive. RTB programmatic advertising software works across desktop, mobile, and tablet screens.
RTB works by acting like an auction in which the highest bidder gets the chance to display the advertisement to a viewer. Thousands of bids are placed before a video begins, and the winning bid is served to the viewer almost instantly. Consumers are completely unaware of this process, which is carried out through programmatic platforms. These platforms include ad exchanges and supply-side platforms. In addition to RTB, ad-serving software plays an important role in programmatic advertising.
Demand-side platform
A demand-side platform is a software that allows buyers to track inventory from publishers and bid on ad inventory in real time. Marketing departments are one type of buyer and need specialized applications to maximize their advertising dollars. Demand-side platforms also help them track ad effectiveness. Here are some of the top features of demand-side advertising software. They make media buying more efficient, reduce ad spend, and increase ROI.
A demand-side platform enables advertisers to buy ad inventory across a range of platforms and measure the results. This data will help advertisers optimize ad campaigns and increase return on investment. These tools are not a substitute for a professional advertising agency, and many are bundled with a suite of other features. However, you should understand the benefits and drawbacks of each before deciding which software is right for your business.
Campaign reporting tools
Programmatic advertising software offers a variety of features to help marketers track their performance and improve their marketing efforts. It allows advertisers to allocate budgets to different devices and channels and is capable of tracking conversions and ROI across multiple marketing channels. For example, Adelphic Advanced Reporting gives advertisers access to detailed information on audience shifting and ad networks. AdRoll also offers cross-platform reporting. Another programmatic ad network is StackAdapt, which allows advertisers to buy ads online and natively advertise using their Demand-side platform. The company’s platform supports programmatic advertising and plugs into 50+ data sources. The company claims to reach over a billion internet users with its product.
Some marketers have their own platforms that require them to import campaign data manually. This process can consume hours of marketing managers’ time each month. According to a recent study by Google, marketers spend nearly 27 hours manually pulling in campaign data every month. Despite the many benefits of automated marketing reporting, it still leaves some marketers wondering how to make the most of their resources. The answer is data integration. With this, marketers can see where their campaigns are performing better than their competitors.
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