Defining an automated advertising platform
This platform, as the name suggests, is part of an automated ecosystem used in digital marketing. Each part is responsible for a proprietary step in the process. Simply put, the different parts work together for analytical, operational, and marketing purposes. The platforms are set up to run in parallel, based on an automated ad point, in order to reach the target audience in a timely manner.
Types
To properly understand automated ad platforms and use them for social media video marketing or other types of marketing, you need to understand the different types that exist.
Vendor-side platforms (SSP)
The publisher submits the website to the SSP as an advertising source. Then everything is pegged to Ad Exchange. The website owner uses the pixel code, which is implemented inside the website, to observe the visitor's behavior. Then the information received is sent to the data provider for additional analytical activities.
Publishers within the SSP can:
Filter ads
Set low ad space bids
SSP for publishers sells ad space at a higher possible price. The data is collected from the web and the profit is increased thanks to the automatic sale of inventory.
Demand Side Platforms (DSP)
When publishers communicate via SSP platforms, advertisers submit an offer to the DSP via a specific automated advertising platform. DSP stores user profile and data from other providers. Based on the information and rates declared by advertisers, if a user visits the website, DSP will make a choice.
This includes some important points:
Your ad content
Offer needed by the winning user with the highest bid
Cost to the advertiser
Publishers add a pixel so that each time a user visits a website, providers collect data about it. The goal is to build audience segments. The segments are then broken down into specific demographics, purchasing intentions, and current interests, and then sent to the DSP. At the same time, the DSP platform prepares advertisers who wait for their ads to be displayed to users. The advertiser makes an offer to the user.
DSP along with ad exchanges runs a built-in decision machine with user profiles and ads to pick the best pair possible. After making a decision, the SSP learns about it. It then sends the code to the publisher which is posted on the website. As a result, we always show users the most relevant of the available ads that are most relevant.
Data Management Platforms (DMP)
This is an automated advertising platform that is independent. Data is analyzed, activated, managed and collected. Data is stored from the first, second and third parties. Then, DMPs offer a source of 360-degree user profiles for marketers to use.
In addition to the core features of DMP, we have OnAudience DMP which offers an additional resource filled with deep insight into customer-specific characteristics. Audience reports are available immediately and contain more data that can be used.
Ad Exchange
An ad marketplace is practically a platform where SSPs and DSPs meet to sell and then buy ads. Different systems offer DMP, SSP and DSP functions under one ad exchange. These are practically hybrid solutions that work well both as advertising platforms and publishers' platforms. However, advanced configurations cannot be set.
Conclusions
In modern digital marketing, the effectiveness of manual solutions is very low, therefore the use of automated technology is mandatory. Automated ad platforms make it easy for marketers to create advanced campaign setups. At the same time, the results are much more predictable so that marketers can get the best possible results for their customers. However, this does not mean that the solution is perfect. The ad platforms need to be carefully selected or else the results will not be as good as they could be.