If you need fully-adaptable ad tech solutions that can be customized to any level of difficulty, our experienced professional engineers can help. For 5 years KITRUM has been developing software solutions cover the AdTech market; collaborated with publishers, agencies, marketers, and service providers.
So, exactly how can we help?
- Enhance Your TA Segmentation – Use a range of different filters to segment and re-segment your audience. Analyze each group’s behavior and deliver better-targeted ad content.
- Create Custom Analytics – Get a comprehensive view of your limits and potential so that you can attract more clients.
- Better Predict Consumer Behavior – Customize your targeting and retargeting software to predict if and when customers will click on links, then redesign those ads to increase performance.
- Increase Traffic Distribution Profits – Re-categorize your traffic to resell at better rates. Narrow your focusing to make different segments of traffic more appealing to that niche audience.
Ad Tech Software Types
Ad servers are platforms that allow you to launch various ad campaigns, pair publishers and advertising agencies, and manage your placements via one console. Using this interface, you can also collect and store data on various campaign metrics, allowing you to optimize your efforts in the future.
If there were no ad servers at all we would have done all the transactions (buying/selling media) manually. Without the use of an ad server, all media buys would have to be done manually. Rather than modifying the actual HTML code of a site, the ad server drastically simplifies and automates large components of the media buying approach.
Demand-Side Platform (DSP)
A DSP allows users access to a particularly-designed interface from which they can buy inventory from specific SSPs and exchanges. DSPs are vital to real-time bidding-based web models, as they act to satisfy a web browser or mobile device’s query for ad serving.
DSPs offer variable automated functions and allow you to set targeting preferences and launch campaigns without having to directly negotiate contracts with publishers. At the same time, you can enjoy access to a variety of tools to maximize your efforts, such as multipliers, bidding rules, etc.
Supply-Side Platform (SSP)
Your SSP is the counterpart to the DSP. It is an ad tech solution designed specifically for publishers so that they can sell, manage, and optimize their inventory. As with a DSP, this platform is based upon an RTB protocol.
In essence, this allows a publisher to embed a header or ad tag on a page. Upon landing on the site, the user’s browser can request a suitable ad. During this process, the DSP will automatically match the advertiser’s targeting with the publisher’s audience, selecting the highest bidder in order to maximize publisher revenue.
Data Management Platform (DMP)
A DMP helps marketers get a more comprehensive view of their customers’ behavior. Advertisers typically use DMPs to collect data from website tags, cookies, S2S integrations, and APIs. Using these third-party cookies, the DMP can create provisional user-profiles and even user segments. These can later be used to implement behavioral targeting solutions.
Customer Data Platform (CDP)
The CDP collects third-party data as well as first-party data, which is provided by user consent. The latter is known as personally-identifiable info or PII. With data from CRMs, transactional systems, newsletter signups, etc., a CDP can create a comprehensive customer profile with detailed contact information.
How to use Ad Tech Solutions in Your Business Processes
The primary purpose of an ad network is to pair marketers with publishers. This helps both parties get the most out of their ad serving. Below, we’ll consider further the ad tech solutions every network should be utilizing.
The most important part of any network, ad servers helps streamline client management via direct connections with clients. A white-label ad server consists of hundreds of helpful features and represents the ability to customize targeting in countless ways.
DSP / SSP
While ad servers typically feature RTB integration, many networks still rely on programmatic media buying. This is where a white-label DSP and/or SSP can be a huge help. Using these platforms, a business can integrate all active DSPs and SSPs together, resulting in ad spend savings of up to 30%. At the same time, they get to skip middle links for vendors of various ad tech.
Ad networks allow refining campaign targeting by including additional data. They can procure this information by linking their DSPs and ad servers to the DMP (data-management platform). By combining the third-part data from cookies and first-party data from partner companies, a business can get a more complete view of their target audience.
Nowadays, there is typically no need for a company to build its own ad exchange. However, ad networks are able to buy both inventory and traffic from the exchanges or major ad tech brands.
Inventory and Ad Quality Tools.
These are built-in ad tech solutions designed to help ad networks minimize fraudulent or dangerous traffic. This helps ensure a good reputation for the network.
How Publishers Can Use Ad Tech Solutions
If one has multiple websites or apps operating under a single tech umbrella, it could prove very useful to integrate an ad server. This will allow publishers to handle all monetization campaigns via a single interface while connecting all demand partners together.
A similar platform to an Ad Server, except that it allows you to programmatically sell all of your inventory. This reduces one’s workload by eliminating the need to search for direct partners or discuss placement contracts. Simply specify the requirements, set a price floor, and then import inventory directly to the SSP.
By properly scanning inventory, one can avoid technical issues on their site while ensuring their demand partners see them as on-the-ball and reputable.