Making moves in the advertising industry is not always easy to navigate in. Before implementing a strategy it is pertinent to assess what you are getting ready to advertise. For instance, is it a content site or is it product based? Depending on what it is will determine the avenue you will take. It is also very possible for the fragmentation in advertising to reduce the effects of mass marketing stunts and decrease brand loyalty if not carefully evaluated. To help alleviate this issue being aware of what each ad company does and how they do it makes the selection process much smoother ensuring your product or company to be advertised properly.
There is retargeting, display, Ad servers, Ad exchange, Ad networks, SSP, DSP, RTB, and DMP.
Retargeting: This is a perseverant ad that learns where people’s tastes are so it can maintain a presence. Lets say a person was shopping and they kept clicking on items, but never put them in their cart. The next day they are on a different site and an ad from the website they were on yesterday comes ups.
- Benefit: Allows for your website or product to be a reminder and hopefully persuade the visitor to go back to the initial site, it basically allows for a second chance. This option would be very appropriate for a product or content based company.
Display Ads: These ads have a graphic component. Examples include banners and videos. They are seen on majority of sites. If you don’t know already Facebook has the most expensive ones.
- Benefit: It would not make sense for you to utilize display ads if you were trying to attract readers for your blog about classic literature. It would be suitable to spend the money if you were trying to advertise your homemade cupcake holders. This type of product allows for an attractive graphic component.
Viral Ad Platform: This is a platform that allows you to market your high quality and valuable content with users who are incentivized to share. This option most likely leads to content going viral. This platform works best for articles, videos, music, and games. With an easy to create campaign your content is made into an attractive form. Which consists of a thumbnail image of your choice and text. Your ad, which is actually in the form of an article will have a share button along with a cash amount incentivizing potential consumers to click to acquire more cash. Users don’t only engage with your content, but they are prompted to share it by the cash amount incentive. The people sharing your content become the marketers. Giving your ad a much longer life span.
- Benefit: With Virurl there are 3 extra benefits. Advanced Click Protection– Users are only paid for valid ads, protecting your pocket. Performance based- If for some reason you don’t receive clicks then you don’t pay, no risk involve. Free search engine optimization (SEO)-Comes along with Virurl advertising your content
(for a closer look http://www.attribution101.com/wp-content/uploads/2011/06/Picture-6.png)
Ad Servers: Think of this as an Ad Management Platform, Ad tracking Systems, and Ad Network Optimization Systems. It is a web based tool that helps manage an ad, including tracking its analytics, and delivers the advertising image to your (the user’s) browser. This tool helps save time by delegating and organizing your ad by making it easy to upload the html code only once, but use it more than once and in more than one place.
- EX: AdTech, OpenX
- Benefits: This is a good fit if you are product based and looking to use a display ad and needing optimization.
Ad exchange: Its concept is similar to the stock exchange in the way that it is a marketplace for the bidded buying and selling of online media advertising inventory. It allows (sellers) publishers and advertisers (buyers) to connect. An example is Google Ad exchange.
- Ex: Right Media, Double Clicks, AdEcn
Ad networks: A company that sells advertising to websites by matching advertisers to web sites that are interested in hosting advertisers ads. Ad networks use ad servers.
- Ex: Google Ad Network,
SSP (supply-side platform): technology that acts as a platform that allows publishers to present their space inventory in an ad exchange. It helps the publisher sell their inventory at a higher price.
- EX: Rubicon, PubMatic
DSP( demand-side platform): is a platform that compiles the inventory from multiple ad exchanges into one, which eliminates a buying step. This makes it convenient for advertisers and ad agencies.
- Ex: Invite Media, Data XO
RTB (Real-time bidding): This technology can be built into DSP and SSP. This allows ad buyers to bid for every ad impression- categorized by campaign goals, audience profiles, and cost thresholds. Once it is won it is instantly served on the publisher’s site.
DMP (data management platform) Focuses on managing data, clarifying the data, passing back data, or categorizing custom audience data to assist with efficient targeting.
- Ex: BrightTag, Demdex, TagMan, and Brillig.
This overview of the online advertising landscape allows you to see how the entities that make up the fragmented market can be most benefit your needs.