#adexchange

 Ohjelmallinen ostaminen on digimainonnan ostamista ja myymistä automaatiota hyödyntäen jossa korostuvat erityisesti tehokkuus, laaja valikoima kohdennustapoja sekä kampanjoiden optimointi. Automatisointien yksi tärkeimmistä ideoista on sisältöjen kohdentaminen niin, että asiakas kokee brändin palvelevaksi ja läheiseksi. Automaation avulla eri kohderyhmille laaditut tuotannot näkyvät eri kanavissa aiemman datan tai esimerkiksi käyttäytymisen perusteella. Laajasti termin sisään kuuluu myös mainonnan ostaminen suoraan median järjestelmästä tai työkalusta (Google Adwords, Facebook jne). Järjestelmät tarjoavat ostajan käyttöön automaattisen päätöksentekomoottorin, joka arvioi huutokaupassa kunkin mainosnäytön arvon mainostajalle ja varmistaa mainonnan tehon. Helpommin sanottuna ostaja ja myyjä käyvät kauppaa mainospörssissä. Ohjelmallisessa ostamisessa sanotaan oleva neljä eri tasoa. Avoin huutokauppa missä ostaminen tapahtuu reaaliaikaisesta huutokaupasta ja suljettu huutokauppa, missä ostaminen tapahtuu ennalta sovittujen ehtojen mukaisesti.

Ostajalle luvataan juuri oikeaan aikaan ja oikealla mainoksella tavoittamista halutulle kohderyhmälle. Perinteiseen suoramainostamiseen verrattuna ohjelmallisessa ostamisessa korostuu erityisesti datan hyödyntämisen rooli ja prosessi tapahtuu järjestelmän kautta. Kun tiedämme henkilön kiinnostuksen kohteet, ostohistorian ja tulevat ostoaikeet, on mahdollista luoda mainonnalla sisältöä, joka helpottaa uuden tavaran hankinta tai palvelun löytämistä. Mainonnan ostajalla ei ole yleensä sellaista data käytettävissä. Ohjelmalliseen ostamisen hyödyt voidaan jakaa karkeasti kolmen pääteeman: kontrollin, skaalautuvuuteen ja joustavuuteen. Ostajalla on parempi kontrolli investoinneista, koska pystyy etukäteen määrittelemään, kenelle mainonta kohdennetaan sekä missä ja kuinka nopeasti mainoksia näytetään ilman kalliitta teknologia kustannuksia. Niin mainonta kuin kampanjabudjettia voidaan optimoida mainoskampanjan aikana ja sen lisäksi mainosmuotoja ja materiaalien toimivuutta voidaan ensin testata.

Ohjelmallisesti voi ostaa digitaalista mainonta tavoitteesta riippumatta. Se soveltuu hyvin taktiseen mainontaan, mutta mahdollistaa myös laajempien brändikampanjoiden rakentamisen. Tärkeää on valita tavoitteisiin soveltuva mittaristo.

Ad exchanges have had a significant impact on the digital advertising industry since their inception in the mid-2000s. Here's a brief overview of their evolution and their impact on the industry:

Early Days of Ad Exchange:

The early days of ad exchanges date back to the mid-2000s when the digital advertising industry was still in its infancy. During this time, publishers had a lot of unsold ad space on their websites, also known as remnant inventory. Advertisers, on the other hand, were looking for ways to reach their target audience with greater precision and efficiency.

Ad exchanges were initially created as a solution to this problem. They allowed publishers to offer up their remnant inventory for auction to advertisers in real-time. Advertisers could then bid on individual ad impressions, rather than buying entire ad placements upfront.

Early ad exchanges were relatively simple and lacked the sophistication of today's programmatic advertising platforms. They focused primarily on display advertising and lacked the targeting options that are available today. However, they did represent a significant shift in the digital advertising industry, introducing a new way of buying and selling advertising space that was more efficient and cost-effective.

As ad exchanges continued to evolve, they became more sophisticated, incorporating real-time bidding (RTB) technology, which enabled advertisers to bid on individual ad impressions in real-time. This allowed for greater targeting and efficiency, which further improved the effectiveness of digital advertising campaigns.

Today, ad exchanges are a critical component of programmatic advertising, which automates the buying and selling of digital advertising space. While they have evolved significantly since their early days, they remain an essential tool for publishers and advertisers looking to maximize their revenue and reach their desired audience more effectively.

Impact of Ad Exchange in Digital Advertising Industry

Ad exchanges have had a significant impact on the digital advertising industry since their inception. Here are some of the ways in which ad exchanges have impacted the industry:

Efficiency: Ad exchanges have made it easier for advertisers and publishers to buy and sell digital advertising space. By automating the buying and selling process, ad exchanges have reduced the time and resources needed to execute ad campaigns.

Precision targeting: Ad exchanges have enabled advertisers to target their desired audience with greater precision. This is possible through the use of data and analytics, which enable advertisers to target users based on their demographics, interests, and behavior.

Increased transparency: Ad exchanges have brought greater transparency to the digital advertising industry. Through real-time bidding and programmatic advertising, advertisers and publishers have greater visibility into where their ads are being placed and how much they are paying for them.

Monetization: Ad exchanges have enabled publishers to monetize their inventory more effectively. By offering their ad space up for auction, publishers can ensure that they are maximizing their revenue potential.

Innovation: Ad exchanges have driven innovation in the digital advertising industry. The continued evolution of ad exchanges has led to new technologies and techniques that enable advertisers and publishers to reach their desired audience more effectively.

Ad exchanges have had a positive impact on the digital advertising industry by making it more efficient, transparent, and effective. While there are ongoing concerns around ad fraud and brand safety, the continued growth and evolution of ad exchanges is likely to drive even greater innovation and impact in the years to come.

The digital advertising ecosystem compromise of adnetworks, adexchanges, adserver, but they all serve different functions

Ad Network

An ad network is a technology platform that serve as a broker between group of advertisers and publishers which allowing advertisers to display their ads on a publisher websites. Ad networks typically work with a huge set of publishers, and offer a different targeting capabilities, such as gender targeting, age targeting, houshold targeting, geo targeting, geofencing targeting etc., which help advertisers to reach their potential audience. Ad networks offer a various ad formats, interactive ads, rich media ads, video ads, native advanced ads etc., Ad networks are the best options for the business owner looking to reach large and wide range of audience, where they have access to the large pool of potential customers

Ad Networks may charge advertisers on the basis of CPM, CPC, CPA model. CPM stands for cost per thousand impression which means when there is an impression of the ad, advertiser pay ad network. CPC stands for cost per click When there is a click on the ad, advertiser pay ad network. CPA stands for cost per action when there is an action like a lead subscribes or sales happen, advertiser pays ad network. Ad networks can be a valuable tool for businesses looking to reach a wide range of audience through digital advertising. By working with an ad network, advertisers can access to large pool of potential customers and ad network help optimize campaigns with advanced targeting capabilities.

Types of Ad Networks

Premium ad networks

Vertical ad networks

Horizontal ad networks

Specialized ad networks

Ad Exchanges

An ad exchange is a virtual marketplace where publishers and advertisers can buy and sell digital advertising space without the use of a middleman. Ad inventory refers to digital publishers' ad space, which includes native, display, mobile games, video, and in-app ad inventory. This inventory is bought and sold using real-time bidding (RTB), in which multiple participants bid on the available ad inventory. The highest bidder wins the right to display their advertisements on the chosen ad space. A simple demand and supply mechanism drives ad exchanges. Publishers want to sell ad space on their website to the highest bidder, and advertisers want to buy high-visibility ad units. This is where an ad exchange comes into the picture.

This digital marketplace is powered by real-time bidding (RTB) technology and is part of the programmatic advertising ecosystem. It links advertisers on demand-side platforms (DSPs) with publishers on supply-side platforms (SSPs) (SSP).

Types of Ad exchanges

Open Ad Exchanges

Private Ad Exchanges

Preferred Ad Exchanges

Ad Server

Ad servers are the technological engines which allow advertisers and publishers to optimize, manage, and distribute ads across a multitude of paid channels. Based on a combination of advertising campaign settings such as audience segments, budget, and timeline, ad servers calculate in real-time the best ads to load for specific audiences on an array of devices, retail, and media channels.

As audiences browse the web, listen to podcasts or stream video, ad servers talk to one another to showcase a digital campaign in fractions of a second. When users open a website, the browser calls a publisher’s web server for the page’s content. This process loops in ad servers to dynamically serve up the most relevant ads by adapting to campaign parameters, simplifying the ad buying and planning process for digital advertising.

There are two main types of ad servers

First-party ad servers

Third-party ad servers

A first-party ad server is responsible for making various decisions such as what ads to display on a particular website based on their targeting parameters, serving them, and gathering and reporting all the data such as ad impressions, CTR, etc. First-party ad servers offer a complete end-to-end advertising solution.

A third-party ad server is an ad server that advertisers or media agencies use to upload ad creatives and manage their campaigns. When first-party ad servers go to pull ad creative for a buyer's winning programmatic bid, they communicate with third-party ad servers to secure that creative.

In digital advertising ecosystem, adserver plays a crucial role by enabling the efficient and effective delivery of digital ads.

More ways to get tons of traffic to your site, in different ways

I have talked about a few of these already but just gonna go over them a little differently than last time to get traffic. Know that traffic is hard for many new bloggers or your links can be extremely hard. I like to share with you what has worked for me so far or a few different ways I have learned in my research. So Let’s get that traffic headed your way with these different ways I found for…

Un aperçu de la programmatique du futur

Par Tod Sacerdoti, Vice President, Display & Video Advertising Products (et fondateur de Brightroll)