Advantages:
the ability to place an ad on multiple sites through a single platform;
the advertiser pays only for those impressions that actually occurred;
a wide range of parameters for precise definition of the target audience;
the ability to customize rates depending on the goals and budget of the campaign;
access to multiple sites united into area code philippines mobile one advertising network;
purchasing space on different sites within the framework of one marketing campaign.
Flaws:
the need for a deep understanding of technical aspects and traffic quality;
the importance of having a clear idea of the target audience profile;
achieving optimal results requires multiple tests and adjustments;
Not all services are suitable for small businesses or small agencies due to high costs and complexity of setup.
Risks:
Threat of "click fraud" despite protection against click fraud. There is a risk of untargeted clicks.
Placement on inappropriate sites. The system may show ads on sites with a dubious reputation visited by the selected target audience. To avoid this, carefully set up targeting before launching a campaign.
Statistics mismatch. Sometimes the statistics of the site and the DSP platform (ad placement system) do not match. This may indicate that the DSP is unreliable. Use trusted platforms, such as Google's DV360, to minimize this risk.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Programmatic Advertising Platforms and Terms
The programmatic advertising ecosystem is saturated with different terms and platforms, but when you look deeper, it turns out to be not so complicated.
DSP (demand side platform)
A DSP, or demand-side platform, is used to purchase advertising traffic. Users upload marketing creatives and set up targeting parameters, after which DSP algorithms participate in auctions and optimize advertising campaigns.
The main functions include targeting by specific websites, keywords, devices, geolocation, browsers, as well as the use of audience segments and remarketing. For example, DSPs include Google DV360, Mediamath, Appnexus, Sizmek, and among local ones - Getintent, Hybrid, Mediasniper, Soloway, Mytarget, Yandex.Direct.
DSP (demand side platform)
Source: shutterstock.com
SSP (supply side platform)
SSP, or supply-side platform, aggregates ad streams from various sites and interacts with DSP. This allows you to connect multiple resources to DSP to sell traffic. Examples of popular SSPs: Google Ad Manager, Appnexus, Between, Mopub, Rubicon.