Intro to Digital Media Buying
Using your consumer behaviors and the sites you visit as your profile; brands, products and marketers utilize media buyers and online media buying to purchase ad placements on sites and mobile applications for their advertisers through a series of technologies and media buying platforms. The process of modern online media buying allows advertisers and agencies to place the “right ad” in front of the “right consumer” at the “right time.” Additionally digital media buying allows for further control like controlling the type of site the ads are run on, the time of day or day of the week the ad is delivered. This is being done across billions of impressions on thousands of apps and sites every minute of every day. All of this provides greater control to advertisers on who and where their ads are shown and actually provides a better consumer experience for internet and mobile browsers.
Real Time Bidding/RTB or Programmatic Ad Buying is how a majority of online advertising is bought and sold today. Whenever an individual refreshes or loads a new page online, advertisers negotiate with the publisher to display their ad through RTB. A whole sequence of events and companies interact at sub second speed facilitating billions of ad serves every minute of everyday all over the digital world. All of the intelligence on why an ad is served to, who it is served to, and how it is measured happens in this near real time chain of events.
How does it work?
The majority of RTB is orchestrated by five main parties,: the publisher, the supply side platform (SSP), the ad exchange, the demand side platform (DSP), and the advertiser. There are other refinements for the workflow but for the sake of our Safe Reach Simple Blogs, this is a great place to start.
The Supply Side Platform (SSP)
The Ad Exchange
The ad exchange is the marketplace for buying and selling advertisements and ad placements. Publishers sell and advertisers bid in real time to buy those ad spaces. This all happens in a fraction of a second! Ad Exchanges and SSPs today are becoming one in the same, facilitating the connection to DSPs to monetize the inventory that they support.
The Demand Side Platform (DSP)
DSPs are the counterpart to SSPs – they are designed and used to help marketers place the advertisements they would like to place on publishers’ websites and allow you to advertise to specific audience segments. This ensures your target audience is the one seeing your advertisements. DSPs often offer other benefits such as analysis tools and avoiding fraudulent sites that generate traffic with bots, wasting advertising dollars on a non-existent audience.
Want to advertise to 20 to 30 year-old female cat owners in the New York area? This technology can make sure they are the ones seeing your ads, making the most of your marketing budget. All ads are bought in real time and most DSPs have tools to help optimize placements so that the most relevant audience receives the ads on the sites they are most likely to engage (click) on.
The introduction of automated digital media buying has made the process more efficient and cost-effective for both buyers and sellers. Advertisers are able to make the most out of their advertising budget by targeting the segments of their audience most likely to engage with their advertisements and purchasing that ad space in real-time as users engage with apps and sites. Digital media buying is scaled through high volume automation of a few different technologies; understanding the process is vital to success with your digital advertisements either as publisher or an advertiser.
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