Adtech 101: A Primer On The Digital Ads Landscape
Ad tech – you’ve heard it, I’ve heard it. It is, as the French say, eau de buzzword. But what is it really? With digital media reaching unstoppable juggernaut status, ad tech has become an unavoidable and inextricable piece of the internet puzzle.
In general, ad tech refers to the technology used to manage and automate digital advertising. Essentially, it’s the machinery that makes much of the web tick, which oftentimes allows your favorite content creators a space to share. For those who want to get more specific still, what follows is a comprehensive guide to the basics of ad tech and how it’s changing the advertising landscape.
TYPES OF DIGITAL ADVERTISING
Digital advertising has as many flavors as your local ice cream shop, including search advertising, display advertising, social media advertising, and video advertising, each with unique advantages, applications, and target audience.
PROGRAMMATIC ADVERTISING
Think of programmatic advertising as the Tinder for advertisers and publishers. Advertisers use software to target specific audiences, and publishers use the same software to sell ad space on their websites. It’s quick, efficient, automated, and allows for better targeting and measurement.
REAL-TIME BIDDING (RTB)
Real-time bidding (RTB) is a programmatic advertising method where advertisers bid on ad space in real-time. In other words, how eBay works, but for ads. This allows for a more efficient and cost-effective ad-buying process, as advertisers only pay for the ad space they want. Sniper, no sniping!
AD EXCHANGES
Ad exchanges are online marketplaces where advertisers can buy and sell ad space in real time. The actual eBays of advertising. They’re the backbone of programmatic advertising and allow for a more efficient ad buying and selling process.
AD NETWORKS
Ad networks work with publishers to sell ad space on their websites. They offer a variety of ad formats, including display, video, and mobile advertising. Kind of like travel agents (if you’re old enough to remember them), but relevant.
DEMAND SIDE PLATFORMS (DSPS)
Demand side platforms (DSPs) are software platforms advertisers use to manage their programmatic advertising campaigns. They allow advertisers to target specific audiences, set bids for ad space, and track the performance of their campaigns.
SUPPLY SIDE PLATFORMS (SSPS)
The flip side of DSPs, publishers use supply-side platforms (SSPs) to sell their ad space programmatically. They enable publishers to manage the ad inventory on their websites and set rules for ad placement and targeting.
AD VERIFICATION
Ad verification is verifying an ad campaign’s accuracy, including the ad’s delivery, the audience it reaches, and the ad’s content. Ad verification is essential for ensuring that ad campaigns meet industry standards and regulations. Which brings us to…
AD FRAUD
Ad fraud is the use of malicious software to manipulate ad campaigns, artificially inflating the number of impressions or clicks on an ad. Ad fraud is a significant issue in the ad tech industry, and ad verification is one way to mitigate it.
DATA MANAGEMENT PLATFORMS (DMPS)
Data management platforms (DMPs) are software platforms used to manage and analyze data related to digital advertising. They allow advertisers to target specific audiences and track the performance of their campaigns.
That, my friends, is ad tech in a nutshell. It’s a rapidly evolving field changing how digital advertising is managed and executed. From programmatic advertising to ad fraud prevention, a wide range of technologies and platforms are available to help advertisers match with publishers, reach their target audience, and measure the success of their campaigns.
Now that you know the basics, let us do the heavy lifting for you. RevContent handles all of the above for both advertisers and publishers, and we do it pretty well, if we may say so.