What is ad tech and its types

1
Ad Tech and its types
2
Ad Tech

• It is a catch-all word for the advertising
  technology and it will be used for buying and
  selling the digital advertisements.
• Ad Tech is the heart of ads, campaigns, all
  relevant data and metrics (acquisitions, views,
  impressions and unique users).

https//www.djaxtech.com/
3

• This technology is designed to help the
  publishers and advertisers to create, run,
  measure and manage all the advertising campaigns
  across a number of apps or websites.
• It allows the publisher to sell his inventory
  or available ad space to the advertisers.
• In the digital advertising, the process of
  identifying and segmenting the audience, managing
  the ad publishing has elevated to a new level.

https//www.djaxtech.com/
4
What makes Ad Tech a booming technology?

• It encompasses all the technical software
  solutions and services which are used for
  delivery, display, targeting and control of
  digital ads.
• With this, marketers can get the right ad to
  the right person. Brand awareness and the sales
  conversions are considerably getting increased.

https//www.djaxtech.com/
5

• Consumers are spending a huge amount of time on
  digital media, this is a reason why digital
  advertising industry experiencing a period of
  bloom.
• Ad tech is an umbrella which describes the
  managing tools and analyzing the systems for
  programmatic advertising campaigns.
• It covers almost everything in the ad delivery
  process from selecting the content of the ad and
  the position to choose its recipient.

https//www.djaxtech.com/
6

• It allows you to visualize the bigger picture
  regarding the campaigns and lets you make use of
  it to a maximum effect.
• With a lot of advantages aside, ad tech is not
  something you jump on and ride.
• The whole process has to be done from technical
  and logistics points of view.
• You need a perfect ad tech company to know it
  inside out and upside down to assist you better.

https//www.djaxtech.com/
7
Types of Digital Ad technology
Digital advertising has evolved in a complex
space and there are different types of ad
technology which comprises the digital
advertising ecosystem.
https//www.djaxtech.com/
8
Demand Side Platform

• A DSP is a platform which allows media buyers to
  run advertising campaigns and the inventories are
  bought from different ad exchanges and SSPs
  through a single user interface.
• DSPs are a significant component for a
  real-time bidding process that allows advertisers
  to buy a media on an impression by impression
  basis.

9

• To improvize the targeting and media buying,
  DSPs often utilize the data from data management
  platforms.
• DSP enables the marketers to purchase all types
  of ads in an automated fashion. It totally
  revolutionizes the way of buying and selling in
  the digital advertising.

https//www.djaxtech.com/demand_side_platform.html
10
https//www.djaxtech.com/demand_side_platform.html
11
The process of DSP

• DSPs allow the advertisers to buy the
  impressions from various publisher sites.
• These impressions will be targeted to the
  specific users based on their browsing history.
• Publishers make their ad impressions available
  through the ad exchanges, with that the
  advertisers can purchase the impressions.
• The price of the impression price is determined
  by the auction in real time where the automated
  ad bidding takes place.
• In a fraction of seconds, the impressions will be
  auctioned off to the highest bidder.

12
Data Management Platform

• In the broad digital advertising ecosystem, DMPs
  act at the central and it can extend and
  integrate into marketing automation and other
  technology in order to provide a complete digital
  ad solution.
• Irrespective of channels, marketers can able to
  support customers and campaigns.

13
DMPs make use of the audience data in the
following areas

• Marketing automation tools
• Demand Side Platforms (DSPs)
• Enhancing the customer e- commerce experiences
• Website personalization tools.

Data will be needed to automate the different
marketing functionalities. If you capture the
more actionable data, you can generate more
positive ROI.
14
The process of DMP

• When the DMPs used as a standalone platform,
  it couldnt achieve more and it just acts like
  normal warehouses.
• When a DMP got linked up with DSP or ad
  exchange or SSP, it starts exposing its original
  potential.
• As the DMP is linked to the DSP, every time if
  a new ad space is available for purchase, the DSP
  makes the decision purely based on the data in
  the DMP and it also allows the advertisers to
  purchase and bid on ad space which matches the
  set criteria.

https//www.djaxtech.com/data_management_platform.
html
15

• An advertiser can create audiences for
  retargeting within the DSP, but only a DMP allow
  the advertisers to build complete user profiles
  by connecting information from various sources.
• In the digital advertising industry, everyone
  knows well that data is the lifeblood of any
  marketing campaign.
• By this, we know whom to target, when to target
  and what to show them for being a successful
  marketer.

https//www.djaxtech.com/data_management_platform.
html
16
(No Transcript)
17
Supply Side Platform (SSP)

• SSP enables to sell the digital ads in an
  automated fashion. It is often used by the
  publishers as it enables them to connect their
  inventory to multiple ad exchanges, networks,
  DSPs and all in one swoop.
• Due to this, a large range of potential buyers
  can purchase the ad space and publishers could
  get the higher possible rates.
• SSP offers impressions through ad exchanges,
  then the DSPs analyze and purchase them on behalf
  of the marketers based on the users the ads will
  be served to.

18

• SSP helps publishers to sell their inventory on a
  different number of exchanges in an automated,
  secure and efficient way.
• Even though publishers dont require to use an
  SSP in order to sell their inventory on the ad
  exchange, but the technology which has been used
  with SSPs offers them with benefits which allow
  them to receive the most yield from their
  inventory and could get the clearer insights into
  their audience.

https//www.djaxtech.com/supply_side_platform.html
19
(No Transcript)
20
Ad networks

• Ad networks buy the remnant inventories from
  the publishers and run them through their
  technology and sell it to advertisers.
• Marketers sign up with ad networks and supply
  them with the digital ads in order to run across
  various online publishers.
• Once it got published, it can be viewed by the
  consumers from different websites.

21
Ad exchanges

• The ad exchange is a technological platform and
  also it can be called a pool of impressions which
  facilitates the selling and buying process of
  impressions between the advertisers and
  publishers, it is similar to the stock exchanges
  which manages the selling and buying of stock
  between the companies and investors.
• This occurs through real-time auctions.
  Publishers will insert their ad impressions into
  the pool with a hope that they will be purchased.

22

• Buyers will decide which impressions can be
  taken by using the technologies such as DSPs.
• The decisions will be made in real time based
  on the information such as the previous behavior
  of the user, time, day and the position of the
  ad.
• Ad exchanges provide a very efficient way to buy
  and sell digital ads.

https//www.djaxtech.com/