Programmatic Ads

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Its About Time Publishers Monetize Their Inventory With Programmatic

With all the developments happening in technology, there is a huge transformation in the digital advertising industry. Everyone is welcoming programmatic with a warm embrace. But the concept is still novel and needs more clarification. Hence, we are trying to simplify the concept of “programmatic advertising” and why publishers should opt for it. Programmatic is an automated process that involves real-time bidding (abbreviated as RTB) and artificial intelligence driven technologies for buying & selling the publisher inventory across various channels like mobile, display, video and social media. It is true that some time earlier, there was a hesitation among the publisher community to try programmatic advertising. However, with time, they realized that programmatic is the best and the safest way to earn more. Here we have listed down some reasons, why publisher should monetize their inventory with programmatic.

Advertisers are going programmatic and are focusing more on RTB 

An overview of the current scenario in the adverting industry says that many of the advertisers are turning towards programmatic advertising. As a result,  even the publishers have started opting for it. The main reason for this is nothing but better revenue earning opportunities. With an upsurge in programmatic advertising, ever-increasing number of publishers are making their inventory available for bidding on programmatic platforms. It is now possible to buy all sorts of inventory via programmatic buying. Maximum number of advertisers are opting for programmatic advertising because of its obvious benefits, i.e. targeting and reporting. Hence, demand is also increasing. Thus, supply must increase too.

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Advertisers Are In Love With Programmatic, But Why Should Publishers Be?

Multiple reasons for publishers to opt for programmatic advertising. Here are a few.

Earn maximum from the traffic Numerous marketers and DSPs are associated on the programmatic platform. Every one of these advertisers are seeking your advertisement spots. Advertisers utilize programmatic due to its various large scale and small scale targeting choices. Traffic going on publishers sites can be checked with DMP which will give a precise profile of the visitors. This profiling undoubtedly will help in targeting better. As the relevant audience has been targeted with the most pertinent ads, engagement rate is high.

Further, Programmatic allows publishers to have multiple demand sources and only the best paying advertiser wins the ad spot, giving the maximum eCPM to the publishers.

Highest fill rates Before RTB, it was dreadfully troublesome for publishers to get a better fill-rate for their advertisement spots. Currently, this has changed. There is an enormous competition among the advertisers. Programmatic advertising ends up being the default choice for publishers for ensuring revenue. At Vertoz, we utilize an advanced Yield Optimizer which processes the advertisement requests initially for RTB auctions between PMPs, GOs, DSPs and ATDs. Indeed, even after the RTB auction, if there is no fill then the advertisement requests are sent to other ad-exchanges for bidding. Our Yield Optimizer guarantees the most astounding fill in industry, driving the best eCPMs. Publishers can have passback to guarantee the best fill rates.Multiple reasons for publishers to opt for programmatic advertising. Here are a few.

Earn maximum from the traffic Numerous marketers and DSPs are associated on the programmatic platform. Every one of these advertisers are seeking your advertisement spots. Advertisers utilize programmatic due to its various large scale and small scale targeting choices. Traffic going on publishers sites can be checked with DMP which will give a precise profile of the visitors. This profiling undoubtedly will help in targeting better. As the relevant audience has been targeted with the most pertinent ads, engagement rate is high.

Further, Programmatic allows publishers to have multiple demand sources and only the best paying advertiser wins the ad spot, giving the maximum eCPM to the publishers.

Highest fill rates Before RTB, it was dreadfully troublesome for publishers to get a better fill-rate for their advertisement spots. Currently, this has changed. There is an enormous competition among the advertisers. Programmatic advertising ends up being the default choice for publishers for ensuring revenue. At Vertoz, we utilize an advanced Yield Optimizer which processes the advertisement requests initially for RTB auctions between PMPs, GOs, DSPs and ATDs. Indeed, even after the RTB auction, if there is no fill then the advertisement requests are sent to other ad-exchanges for bidding. Our Yield Optimizer guarantees the most astounding fill in industry, driving the best eCPMs. Publishers can have passback to guarantee the best fill rates.

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Ensuring Brand Safety With Programmatic Advertising

The Role Of Humans In Addition To Technology

Innovation and Technology is an extraordinary combination for recognizing conceivably dangerous site positions, which could be perilous to advertisers. However, it is important to note that this may not be adequate. Having bona fide people to evaluate content and potential ad arrangements can be at least a point. It furthermore incorporates an extra layer of insurance and security for advertisers to rely upon.

Partner Up Third-party tools can give additional conviction concerning the purpose of brand security. Brands can't be sure about running their ads on a secured site. For example, if they have to dodge faulty articles on a choice site, they can use brand safety scores available from various publishers to make a proper decision. They can moreover check the right position and the time it was put.

Brands must assume a noteworthy part in managing their own inventory network. This won't simply guarantee the brand's advantages, however will also, upgrade the entire system. Allotting spends to genuine publishers and saving from showing the ads on a fake site will ensure a trustworthy framework. This little work can benefit as time goes on and ensure the security that you need for your brand.

With brands like Vertoz, you can ensure your brand security needs.

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The Importance of Picking the Right Creatives

More than half of the ad budgets are projected to go to programmatic advertising. Marketers are even seeing amazing returns through programmatic ads in comparison with the conventional media buying & selling process. Programmatic advertising has been effective for brands, by directly boosting their Returns on Investments. The advanced tech behind programmatic advertising ensures that the ads reach the intended audience at the right time. But, the key here is the Ad copy itself. In order to harness the full power of programmatic advertising, the ads shown should have relevance to the viewer. Here are a few points to keep in mind while designing better ad campaigns:

Determining the Relevance Determining the relevance of the creatives is as paramount as identifying the right TG. It is the creatives that carry the brand's image and campaign's message to its TG. That is mainly why the relevance is crucial for a successful ad campaign. While designing a campaign, it is crucial to know where exactly the ads are placed and most importantly, how is the viewer receiving them.

Take Your Consumers On An Interactive Journey With the exact information, your can create personalized ad creatives and target them to the right audience. Programmatic advertising enabled increasing the ad engagements by identifying the people who are most likely to interact with your ad. This data is logged and is used to better the ad experience for those individuals, the next time they view your ad.

The power of videos Humans prefer video over text, and this is mainly why people spend huge amounts of time watching videos on the web. Videos influence viewers to take action, especially if they are personalized. Such videos cater to the individual, relate with the audience and stay in their minds and thoughts for a long time, creating a better brand recall.

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Advantages and Challenges of Programmatic Advertising

Advantages: Transparency: Transparency in the inventory pricing, gives an extra assurance to the advertisers that their brand is safe.

Real-time reach: Marketers are safe, because the ads done through the Programmatic platform, are shown only to those people who have shown some interest in the product.

Better campaign monitoring: With real-time reports being generated, one can monitor the campaigns & easily adjust the plan as per one’s needs.

Quick Reach: Programmatic buying enables buyers & sellers to relate to each other in real-time, thus making it convenient for advertisers to launch their campaign in milliseconds across any device or any channel.

Lesser Manual dependency: Programmatic cuts off the unwanted middlemen from the ad-buying process, saving one from the hassle of negotiation and saving time & money.

Challenges: Following to unwanted websites With programmatic advertising, there is a risk of ads following the users on a site that you don’t want the ad to be shown.

The Dependency on Cookies Programmatic ads are dependent on cookies for tracking the activities across multiple devices. This makes it difficult at times, and is a major challenge across all display ads.

Ad Fraud Ad fraud is a huge problem in not just digital, but any advertising medium. But, there are many ways to protect the interest of advertisers. Refer our guide to prevent ad fraud here to know more on how to protect your interest of ads display.

Programmatic Advertising and its future: Programmatic advertising will continue to evolve and improve its offerings. This will bring the change that protects the interest of each party i.e. the buyers and the sellers.

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Great Targeting Strategies Make Great Ad Campaigns

Targeting strategies are used in order to decide which audience is perfect for your ad campaign, such that they will buy your product and increase the revenues. There multiple methods available you can select from. We will now look at each one of them so that you can decide on which one best suits your campaign needs.

Audience Targeting: Audience Targeting means selecting only a particular segment and displaying your ads to them. This depends on their preferences, interests, characteristics, affinities, etc. It also depends on whether these interests are apt for the said product. Thus, brands can be more accurate in choosing whom they have to show their ads to. Demographic information like annual or monthly income, gender or age, etc. play a crucial role in this. This technique is used when brands know whom to target, but, do not know where these people might be found. Data Management Platforms (DMPs) provide data which helps in deciding on the audience segment, as per the advertisers’ requirements.

Geo-Targeting: Geo-Targeting considers the user’s geographical location to decide which ads to show to that user. With the assistance of data like IP address or device ID, Geo-targeting is possible at city or postal code level. Technologies like GPS signals, geo-fencing, enable geo-targeting even on a more granular level.

Cross-Device Targeting: Cross-Device Targeting is employed when one wants to show ads to a specific user, over all the different devices the user has or uses. These may include devices like smartphones, PC, tablets, etc. It helps advertisers to have consistent brand messaging over each of the devices.

Contextual Targeting It basically means that the ads are shown as per the website’s content. In this, the website’s pages are scanned to know the type of content on the site. The ads shown here are relevant to the content on this site. Codes and algorithms go through the pages, decide the type of content and show ads accordingly.

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Programmatic Advertising gets the biggest chunk in US digital display advertising

Programmatic Advertising is taking up a major market chunk in the US digital advertising. A survey by eMarketer says that programmatic advertising will take up almost 80% of the digital ad spends in 2018.

The term “programmatic advertising” is almost overlapping with the term “digital display ads”. Advantages like rich audience targeting capabilities are attracting brands towards this advanced ad serving technique. It takes the brands to the right consumers at the right time, which increases their sales tremendously. This makes programmatic advertising a hit in the advertising sector.

It doesn't stop at this. There’s more! The greatest benefit is its ability to let advertisers leverage the power of data. With the data gathered through programmatic advertising, brands can form media plans & strategies based on solid data points. This gives quick results and a better ROAS (Return On Advertising Spends).

Programmatic Advertising also makes things automated, thus bringing in automation & all the benefits associated with a better efficiency and faster completion of tasks & less human efforts. Moreover, it enables brands to measure the performance of their ad campaigns through real-time data.

The reason behind this burgeoning growth: Mobile programmatic buying has been leading this growth. As per eMarketer’s projections, the mobile programmatic ad spending will be touching $32.78 billion in 2018. That will account for 70% of the total programmatic ad spends in the US. Why? The fast-growing popularity of the mobile devices is the driving factor behind this. The advantages like the ease & mobility of the mobile devices and ability to access communications and entertainment on-the-go are working in its favor.

Add to it the increasing data speeds and the decreasing data costs. 68% of smartphone users check their smartphones within 15 minutes of waking up. Smartphones have become an inseparable part of the consumers’ lives. Naturally, brands are leveraging this opportunity and reaching out to their consumers on their mobile devices.

Another segment is the “native ads”. Programmatic advertising is used to serve native ads. They seamlessly blend with the website’s content, look and feel without intruding the page’s main content. Hence, they are quite efficient. This combined with the efficiency of programmatic advertising, forms a compelling combination, enabling brands to deliver a better user experience. It is projected that in 2018 upwards of 85% of all US native display ads will be bought programmatically and the figures are expected to increase further.

Vertoz offers native as well as programmatic display ads. Our RTB - enabled platform smartly helps advertisers to target their right customers at the right time.