Digital advertising has become a complicated and even overwhelming territory. When developing the business’s digital marketing strategy, identification and segmentation of target customers are key, but also the development and execution of successful advertising plans and publishing management. Using a digital ad technology platform enables marketing professionals to deliver impactful brand awareness and increase potential sales through content personalization. Customer segmentation is the basis to personalization and critical in targeting the right audience with effective ad campaigns and in delivering compelling messaging.
There are several advertising technologies (Ad Tech) in different ‘flavors’ that deliver ad automation and optimization. These tools offer the applications and services to deliver, display, target and manage digital ads. All Ad Tech platforms rely on utilization of big data and offer solutions to turn that data into personalized customer experiences. These experiences can be planned and executed through digital marketing platforms as well as traditional marketing channels.
Brands that commit to Ad Tech would enhance their marketing capabilities and are most likely to outshine the competitors who don’t. Evaluating and investing in the right tool is essential. One family of Ad Tech tools is a data management-type platform (DMP), which collects, integrates various sources, and stores a large volume of interactions and information. Different functions (or algorithms) sort, extract segmentation and present the data to the marketing staff, enabling them to make better decisions about customer engagement and personalized content. DMPs merge into the digital advertising workflow and incorporate campaigns, engagement activities, and the actual purchase of media.
Other types of Ad Tech tools are demand-side platform (DSP) and supply-side platform (SSP).
DSP, a game changer in the advertising field, automates the process of digital ads purchase by marketing professionals. This process used to be done manually, which was less efficient, more costly, and carried a greater risk of mistakes. With DSPs, the brand’s advertisers can buy ads from a variety of online publishers and tailor these to target audiences.
SSPs, on the other spectrum, are usually used by publishers for automatic sell of digital ads. With a SSP, publishers can connect to DSPs, ad exchange marketplaces (where digital
advertisers and publishers buy and sell advertising space), and networks from a single tool and, thus, increase potential sale of ad space. SSPs also enable publishers to negotiate ad space rates based on the demand.
The garden variety of Ad Tech suppliers include ad agencies, media buying platforms, publishers, social networks, and more. Understanding the brand’s customers’ behavior and delivering more successful ad campaigns are desired by every business, making it easier for marketing departments to make the decision to invest in Ad Tech.