Post by account_disabled on Feb 28, 2024 6:56:42 GMT
From Advertiser to Publisher (or publisher) Let's start from the principle, that is, from the need: in this case the need is to communicate an advertising message with a specific purpose and which is aimed at a specific audience . This is the task of the advertiser, therefore, for example, a brand that wants to communicate the launch of its new product on the market or simply that wants to make itself better known to a specific target audience. But how does the advertiser position advertising content for its target audience since it does not own online advertising spaces? The advertiser usually asks for help from a Media Agency , which receives the mandate from the brand to manage the purchase of advertising spaces owned by the Publishers (or publishers).
In turn, the Media Agency turns to the Trading Desk (it can be internal or external Paraguay Phone Number to the media agency) for the purchase of online advertising spaces (technically called Inventory ) for the activation of digital marketing campaigns (usually Display , such as for example banners on websites or pre-rolls on Youtube). The purchase takes place according to the auction system. Different Trading Desks are competing for the same advertising space for a given audience. Whoever pays the most secures the space. But how does the meeting between demand (Advertiser) and supply (Publisher) technically happen? The Trading Desk uses an application called Demand Side Platform (DSP) to express interest in carrying out a campaign given a budget and with respect to a specific audience. The audience is created through the use of a DMP (Data Management Platform). In practice, DMP allows you to put together different types of data from different sources.
The data is then processed to segment audiences and make them "activable" for marketing campaigns. The audience, the advertising message, the channel and the devices used by the user are all information that is sent to the DSP to check the availability of the advertising space and make the purchase. The system that manages the auctions, checks the availability of advertising space and generally manages the relationship between supply and demand is called Ad Exchange It doesn't end here... because there are still two steps left to get to the publisher's side. The publisher, who manages the advertising spaces (for example, Corriere della Sera) will in turn use: a DMP to determine which types of audiences browse your site an SSP (Supply Side Platform) that: Register the advertising spaces Thanks to the DMP, you indicate to the Ad Exchange which audiences can be associated with the advertising spaces and determine the minimum price At this point the circle is closed and the advertising space has been purchased.
In turn, the Media Agency turns to the Trading Desk (it can be internal or external Paraguay Phone Number to the media agency) for the purchase of online advertising spaces (technically called Inventory ) for the activation of digital marketing campaigns (usually Display , such as for example banners on websites or pre-rolls on Youtube). The purchase takes place according to the auction system. Different Trading Desks are competing for the same advertising space for a given audience. Whoever pays the most secures the space. But how does the meeting between demand (Advertiser) and supply (Publisher) technically happen? The Trading Desk uses an application called Demand Side Platform (DSP) to express interest in carrying out a campaign given a budget and with respect to a specific audience. The audience is created through the use of a DMP (Data Management Platform). In practice, DMP allows you to put together different types of data from different sources.
The data is then processed to segment audiences and make them "activable" for marketing campaigns. The audience, the advertising message, the channel and the devices used by the user are all information that is sent to the DSP to check the availability of the advertising space and make the purchase. The system that manages the auctions, checks the availability of advertising space and generally manages the relationship between supply and demand is called Ad Exchange It doesn't end here... because there are still two steps left to get to the publisher's side. The publisher, who manages the advertising spaces (for example, Corriere della Sera) will in turn use: a DMP to determine which types of audiences browse your site an SSP (Supply Side Platform) that: Register the advertising spaces Thanks to the DMP, you indicate to the Ad Exchange which audiences can be associated with the advertising spaces and determine the minimum price At this point the circle is closed and the advertising space has been purchased.