Programmatic advertising has set a new paradigm for digital advertising. Through it, companies and specialized agencies can buy, manage, and measure their ads, and this is where ad technologies (AdTech) play a very important role.
AdTech is the most important part of the process of executing campaigns, but to know the process in detail, one must know the basics, the tools, and the usual services, as well as their advantages when creating an advertising strategy. For a deeper understanding and the latest updates on AdTech, including insights into programmatic advertising, the latest tools, and expert strategies for optimizing your campaigns, explore the extensive resources available at https://teqblaze.com/.
A historical overview
Inevitably, when all this online advertising inventory was available, there was unsold advertising space, the so-called “remaining inventory.” Around 2001, ad networks emerged to facilitate the wholesale purchase of the remaining inventory for publishers and sell it to advertisers. But there were problems. The networks didn’t leave much room for transparency, so it was harder for advertisers to know who actually saw their ads. When the shortcomings of some networks began to be revealed, the market reacted by introducing ad exchanges and real-time bidding (RTB) in 2007. Ad exchanges and RBT allowed advertisers to bid for ad space through an auction model and create impressions that were earned in milliseconds, for the entire time it takes a user to load a web page. This model also created new opportunities for targeted advertising, where more and more data from the audience receiving the ad was passed on to the advertiser to create demand and therefore determine a fair market price for the ad space.
The great promise of real-time bidding in online advertising is greater efficiency, greater effectiveness, and ultimately greater profits for the advertiser, as well as significant revenue for the publisher. And it is this promise that has brought so much money and attention to the ad tech space.
What are ad technologies?
This term describes the tools and software used by advertisers to reach their audiences, as well as to display and measure programmatic campaigns. Ad technologies, or adtech, were created to streamline the increasingly complex process of buying and selling digital ads.
Typical adtech tools are demand-side platforms, which allow advertisers to buy impressions and target audiences across a network of publisher sites.
Thanks to ad tools, advertisers and agencies can manage integrated campaigns efficiently. It also helps brands get the most out of their budget and maximize their return on investment (ROI). Advertising technologies enable advertisers to strategically plan and optimize their advertising campaigns.
Basics of ad technologies
Advertising technologies work with demand-side platforms, supply-side platforms, agency trading desks, ad servers, and ad networks to make ads relevant to the right audiences.
What is programmatic advertising?
Programmatic advertising or programmatic, is the use of technology to buy and sell digital ads. They rely on an automated process to buy inventory across the web, mobile devices, apps, video, and social media.
Programmatic uses workflow automation and machine learning algorithms to show the most relevant ads to audiences based on various signals, such as demographics, buying patterns, and so on.
Programmatic ads, along with advertising technologies, offer advertisers many advantages; they can achieve greater efficiency, a more focused reach, and, above all, transparency, as well as real-time measurement and optimization.
What is a demand-side platform (DSP)?
A demand-side platform is a programmatic software for advertisers that provides automated and centralized media buying from various sources (inventory). A DSP is driven by these principles: advertisers are looking for inventory that helps them reach the perfect audiences at the right time; all within a defined budget.
Advertisers can programmatically buy display, video, and audio ads on Google sites and apps. This allows companies to reach new and interested audiences with brand-safe inventory that includes the Google network.
What is a bidding platform (SSP)?
A bidding platform (SSP) is programmatic software for suppliers. By connecting them to multiple ad exchanges, demand-side platforms, and ad networks at the same time, SSPs allow them to sell impressions to a larger pool of potential buyers and set the bidding range to maximize their revenue.
What is an agency trading desk (ATD)?
An agency trading desk (ATD) discusses sets of services related to media planning and media buying. It allows agencies to manage an advertiser’s programmatic and bid-based media buys; members of this table are account managers, data analysts, designers, and software developers, among others.
What is an ad server?
The ad server serves ads on a website or application and returns performance metrics. These servers host the creative assets and optimize the process of selecting which ad to place through automated technology. They can provide a centralized place to manage ad campaigns and report on their results.
Advantages of advertising technologies
Programmatic ads are on the rise, as are recent innovations such as Connected TV (CTV) and Audio Ads. Machine learning helps improve the processing of large amounts of information and optimizes digital campaigns and their effectiveness. To stay ahead of these trends, the experts at TeqBlaze provide valuable insights and strategies to leverage these advancements effectively.
Learn about the key benefits of advertising technologies:
- Improve the use of advertising spending.
- They help advertisers and agencies show the right content, at the right time, to the right audiences, ensuring effectiveness. With advertising technologies, you can improve the use of budgets and media displays.
- Campaigns can be planned and measured more efficiently and effectively. They provide a bird’s eye view of an advertising campaign, giving advertisers or agencies visibility into where their ads are and how they are performing. It increases productivity and saves time in the ad buying and planning process.
- AdTech enables brands to share their stories in different ways depending on where consumers are in the marketing funnel and helps brands quickly reach audiences, increase measurably, and publish optimized ad campaigns.
Conclusion
Adtech is essential for modern digital advertising, transforming how companies buy, manage, and measure ads. It enables precise audience targeting, real-time bidding, and data-driven strategies, resulting in greater efficiency and effectiveness. Through programmatic advertising, advertisers gain transparency, optimize budgets, and enhance campaign performance. Adtech tools like DSPs, SSPs, and ad servers streamline the ad process, ensuring that the ads reach the right audiences at the right time, ultimately boosting profits for both advertisers and publishers. As the digital landscape evolves, adtech continues to drive innovation and success in the advertising industry.
