The Advertising Technology’s Ecosystem has provided the advertisers and the publishers with tons of advance platforms and technologies. This advancement leads to the enormous expansion in the business of buying and selling of ads and media. With the inventions in Ad Tech, along came the DSP (Demand side Platform), SSP (Sell/Supply side Platform) and Ad Exchange. The image below will help you understand the industry landscape better.
From beginning to end, buying and selling digital media involves a number of steps—often dependent on multiple vendors—to ensure a high quality video asset makes it through the entire lifecycle of a video ad and with all usage rights in order. So, what are these different components and who are the key participants throughout the lifecycle of a campaign?
Publishers: Organization or a person who own or curate media and sell these inventories on their websites and/or apps.
Publisher Networks: Platforms that cumulate advertising space but don’t necessarily own them.
Agencies: Organizations dedicated to scheduling, creating, and managing advertising for its clients. An ad agency is self-regulating from the client and offers an outside point of view to the attempt of selling the client’s products or services.
Trading Desks: A federal agency team or an organization that provides a managed service layer, usually on top of a licensed demand-side platform (DSP) and other audience buying technologies,
Brands: The companies or products which are being advertised.
Demand-Side Platform (DSP): A demand-side platform (DSP) is a service that permits the buyers of digital advertising inventory to run multiple ad exchanges and data exchange accounts through one interface. Real-time bidding for displaying online ads takes place within the ad exchanges, and by using a DSP, marketers can supervise their bids for the banners and the price for the data that they are bidding on to target their audiences.
Sell-Side Platform (SSP): A supply-side platform (SSP) is also known as sell-side platform. It is a technology which enabled the web publishers and digital out-of-home (DOOH) media owners to administer their advertising space inventory, fill it with ads, and generate revenue
Data Management Platform (DMP): Technology platform which allows the participants to aggregate and manage dissimilar data sets for advanced campaign reporting as well as segmentation and targeting.
Ad server: An ad server is a server platform that stores ad inventory used in online marketing and delivers that content onto various digital platforms such as Websites, social media outlets and mobile apps. An ad server is purely the machinery in which the advertising material is stored and is the resources of distributing that very material into suitable advertising slots online.
About the DSP
AppNexus Inc. is a New York based advertising technology company. When a company uses their technology to run websites, apps and other internet dependent activities, it helps those companies to generate maximum revenue while assisting them in presenting advertisements to their users. When their technology is used by marketers and other advertisers, it helps them to showcase their advertisements to those people (online) who may be attracted in their products and services.
AppNexus is not a broker. It is a digital ad-tech platform. This Platform also offers the buyers and sellers the necessary tools, like the skill to measure the efficiency of their ads, to help them prevent malware, and many more similar functions to make the transactions of ad space flawless, competent, and efficient.
What’s Unique/ Benefits for Advertisers
The advantages you get to enjoy as an advertiser are:
- Appnexus has one of the most customizable DSP available in the market.
- Better outcomes
- Premium marketplace
- Audience segmentation
- Optimize supply path to reduce waste
- Custom algorithms
- Brand awareness.
Joining Requirements for Advertisers
How Does It work?
A demand-side platform (DSP) is a service that permits the buyers of digital advertising inventory to run multiple ad exchanges and data exchange accounts through one interface. Real-time bidding for displaying online ads takes place within the ad exchanges, and by using a DSP, marketers can supervise their bids for the banners and the price for the data that they are bidding on to target their audiences.
This entire mechanism is named as “programmatic advertising” and the process of biding through which advertising position is auctioned in the matter of seconds is known as “real-time bidding” and in short RTB.
In the present day, the word ‘buying’ has currently been substitute by the word ‘demand’. Whereas, the publishers, media-owners are deemed as ‘supply-side.’
As a result, the ecosystem has the Demand-side platform that helps the advertisers to buy ad inventories. It also assists the SSP/Supply-side platform which is use by the publishers and media owners who use it to sell their ad inventories on hand.
How Does a DSP Work?
The technique through which a DSP processes is extremely technical. Nevertheless, in uncomplicated expression, a DSP unites with an advertising inventory supply sources. In there, a ton of publishers make their supplies accessible. It helps the advertisers to purchase ad inventories within a massive amount of publishers’ websites, apps, etc. based on the impressions.
These days, the new generation of DSPs do not only join with ad exchanges, ad networks but also provide cross-channel buying of media. Several of such innovative platforms which can be bought onto with a DSP are:
- Direct Publishers (web and in-app)
- Google keyword search
- Ad inventories from China.
By means of these latest generation DSP (Demand-side platforms), media buyers are competent to administer an ad campaigns consisting of the sales funnel. This consists of audience-targeting starting from the awareness, to interest, and then to consideration to the conversion of the funnel.
Formerly, the media-buyers had to administer numerous ad-campaigns from a variety of resource like Google, social media platforms such as Facebook, Instagram, and Twitter and manage them in dashboards poles apart. Thankfully, the things are pretty different now. A better scenario.
The new generation DSPs are capable to strengthen campaigns as of diverse channels into a sole user boundary. Media-buyers can now group, innovate, examine and get knowledge of campaigns from various platforms, on a particular DSP channel.
Available Ad Formats for Advertisers
The ad formats availed for advertisers are:
- Connected TV
A Detailed Guide on Getting Started or Signup Process
Average Advertising Rates
In maximum cases, the advertising rates are decided through these methods:
- CPI – Cost Per Install
- CPC – Cost Per Click – mostly for driving traffic to landing pages
- CPA/CPL – Cost Per Action / Cost Per Lead – This is mostly for lead generation campaigns
- CPV – Cost per View – This is mostly for video advertising campaigns.
Industry Niches and List of Advertisers
Minimum Deposit to Get Started
Contact Details: Advertiser Point of Contact
- Phone: +1 (646) 825-6460
- Fax: +1 (646) 825-6465