If your brand is planning to create a digital marketing strategy, the most important piece of advice we have is to always keep in mind that the right level of brand exposure varies.
Advertising Technology is generally defined as a plethora of software and tools that many brands use to conceive, build, and then manage their digital advertising activities.
In this article, we dive into the concept of ad technology, which is a universe of programmatic (including but not limited to ad buying, direct, indirect and of course real-time bidding), the advertising technology ecosystem, and future trends in advertising technology to watch out for.
To understand the world of digital advertising, we of course have to look at the start of the digital advertising industry, and how a 468 by 60 pixel banner marked a revolution for advertising in 1994. Swift developments in e-commerce then led to many agencies helping their clients place adverts on websites that could yield them a maximum Return on Investments (ROI).
The spurt of online advertising then became guaranteed when, in late 1995 the Interactive Advertising Bureau (IAB) was established to help regulate the industry. And now, more than twenty years following the dot-com boom, the democratization of digital advertising has never been more stable. All thanks to advertising technologies.
As companies are increasingly relying on ad-tech to create a stir, captivate audiences and boost their brand presence, it is time we take you through what advertising technology really stands for.
What exactly is Advertising Technology?
The advertising technologies have an ecosystem that in itself has two major entities, namely: the advertiser who falls on the demand side of things and of course the publisher who is the supply side of the equation.
“Advertisers want to get the most out of their invested budget by running effective ad campaigns to reach their target audience, optimizing these campaigns, measuring ROI, and gathering customer insights. Publishers cater to the requirements of advertisers and generate revenue through ads by displaying these ads on their publication/s (website, app, etc.), increasing ad impressions, maximizing bids for the ad slots, and gathering visitor insights. Publishers need to take care of all these things in keeping with the platform User Interface (UI).”
Popular adtech platforms include but aren’t limited to TubeMogul, SmartyAds, Simpli.fi, MediaMath, and even PubMatic. Features such as a good interface, transparency, flexibility, and real-time analysis of statistics, are what you’re looking for in an ideal platform.
Hope you found this information interesting. Thank you for tuning in!