Programmatic display advertising for real-time relevance.

We take a performance-first approach to leverage the benefits of programmatic advertising display campaigns.

First, we look to understand your target audience profile using a combination of first and third-party data. We then build advertising campaign audiences that take these traits into account, giving consideration to the user’s age, gender and demographic.

We ensure greater relevance by layering these data sets with additional targeting. This would typically include looking at in-market audiences i.e. users showing a propensity to take action. In addition, we would also target a network of contextually relevant website placements and explore options for topic targeting where we reach users reading relevant content.

Digital display advertising on Google Ads with real-time bidding (RTB) allows your banner ads and ad placements to reach untapped areas of focus. The Google display network is huge, so we ensure that ad spending is controlled, as we buy advertising space across the ad networks and deliver a wide variety of ad formats matched to user devices.

Post-launch we undertake phased optimisation over time, moving spend to days/times that deliver success. These campaigns will be supported by a robust remarketing strategy, serving sequential messaging to users based on various factors i.e. time since their last visit, interaction with the website and content viewed. Ultimately, ensuring we reach the right user, in the right context, at the right time.

Q: What is a demand side platform (DSP)?

A: A Demand Side Platform (DSP) is a crucial component of programmatic display advertising. It is a software platform that enables advertisers and agencies to buy digital ad inventory across multiple ad exchanges and ad networks in an automated and real-time manner.

The main functions of a DSP include:

– Ad Inventory Access: DSPs connect to various ad exchanges and supply-side platforms (SSPs), giving advertisers access to a wide range of digital ad inventory from different publishers and websites.

– Real-Time Bidding (RTB): DSPs use real-time bidding to participate in auctions for ad impressions. When a user visits a website or app, the ad space is auctioned in real-time, and the DSP bids on behalf of the advertiser to win the impression.

– Targeting Capabilities: DSPs allow advertisers to target specific audiences based on various criteria, such as demographics, interests, browsing behaviour, location, and more. This targeting ensures that ads reach the most relevant users.

– Optimization: DSPs employ algorithms and data analysis to optimize ad campaigns in real-time. They automatically adjust bids, budgets, and targeting parameters to achieve better performance and reach campaign objectives.

– Reporting and Analytics: DSPs provide detailed reports and analytics on campaign performance, including impressions, clicks, conversions, and other relevant metrics. This data allows advertisers to evaluate the effectiveness of their ad campaigns and make data-driven decisions.

By leveraging a DSP, we can efficiently and effectively manage your online advertising, and programmatic ad-buying campaigns, ensuring their ads reach the right audience at the right time, and maximizing the return on their advertising investment.

Q: What is a supply side platform (SSP)?

A: A Supply Side Platform (SSP) is a technology platform used in programmatic display advertising. Its primary function is to connect publishers (website owners or app developers) with ad exchanges and demand-side platforms (DSPs) to efficiently sell their ad inventory.

Here’s how it works:

– Publishers integrate their digital advertising space (banner ad slots, video ads, etc.) into the SSP. This makes their inventory available for sale in real time.

– Advertisers, through DSPs, bid on this available inventory in real-time auctions. DSPs represent advertisers and programmatically decide which ad impressions to bid on based on their targeting preferences and budget.

– When a user visits a website or app that uses the SSP, an ad impression becomes available.

– The SSP conducts an auction among the interested DSPs in milliseconds, allowing the highest bidder to display their ad to the user.

– The winning ad is then instantly loaded onto the website or app, and the user sees the ad.

The entire process happens in real time, known as real-time bidding (RTB), enabling publishers to optimize their ad space revenue and advertisers to target specific audiences more effectively.

In summary, a Supply Side Platform is an essential component of programmatic advertising that empowers publishers to buy and sell their ad space efficiently and dynamically, ensuring that advertisers can reach their intended audience at the right time and the right place.