Advertising Campaign Meaning In Urdu – Increase ad revenue by simultaneously collecting multiple bids from multiple demand sources whenever a new look is available
Looking for an efficient and cost-effective way to buy and sell digital advertising? An ad exchange could be just what you need. Learn what an Ad Exchange is and how they work and discover the benefits of this powerful digital marketplace.
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The digital advertising landscape can be complex and multifaceted, but at its core, it involves placing ads on digital platforms such as websites, social media, and search engines. And to make it possible, online marketplaces come into the picture where both publishers and advertisers connect with each other.
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Publishers work with supply-side platforms to manage their ad inventory and ensure the best value for their ad units.
Similarly, advertisers work with demand platforms to find the right target audience and execute a successful campaign. But have you ever wondered who connects these two platforms? The answer is ad exchanges.
An ad exchange is a marketplace where both publishers and advertisers come together to buy and sell advertising space in real time. The platform makes it easy for both parties to fulfill their advertising needs.
, connecting thousands of publishers and advertisers. It provides a platform to sell and buy ad inventory using its connections with various ad networks and supply-side platforms.
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During real-time bidding, publishers are looking for the highest bid and advertisers want the best impressions to make their ad campaign successful. And this is made possible by exchanges.
Ad exchanges contain information about the availability of ad inventory and request ad copy to match it by running auctions. For publishers, exchanges push inventory to interested buyers, enable targeting, and manage the auction. And for advertisers, ad exchanges store the targeting criteria, search for optimal inventory, and run the auction.
A publisher connects directly to the ad exchange with the help of supply-side platforms and/or ad networks. Generally, issuers expect to have access to good bidders for their inventory. and also to sell their unsold inventory.
In order to make a better profit, publishers enable targeting options by sharing their users’ demographics and other targeting information with exchanges. They store these details, including targeting criteria, and allow price floor settings to help publishers find suitable buyers.
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Just like publishers, advertisers also connect with exchanges directly or through demand-side platforms. With the help of DSPs, advertisers define their target audience and create advertising campaigns. Exchanges also store campaign requirements, flag advertisers when an opportunity is available, and prompt them to send their offers.
Any entity that is an authorized buyer may purchase ad inventory from ad exchanges. Most commonly, DSPs, trading desks, and ad networks purchase publisher inventory on behalf of advertisers. These buyers have the option of purchasing inventory through real-time bidding or static bidding. Let’s take a closer look at who buys most often from ad exchanges and why
Advertisers use ad exchanges to buy ad inventory on a wide range of websites and apps, while publishers use them to sell their ad space to a large pool of potential advertisers.
Ad networks also use ad exchanges to acquire ad inventory at scale and sell it to their clients. In addition, demand-side platforms (DSPs) and supply-side platforms (SSPs) use ad exchanges to automate the buying and selling of ad inventory on behalf of advertisers and publishers, respectively.
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Overall, ad exchanges provide a centralized marketplace where buyers and sellers of online advertising can connect and trade with each other in a more efficient and transparent manner.
Ad exchanges act as a one-stop shop for both publishers and advertisers. It offers more benefits to both parties than simply connecting them together. Let’s take a look.
With the help of ad exchanges, publishers can set a price floor for their inventory. They can choose a minimum CPM (Cost Per Mile) so publishers get a fair deal.
Ad exchanges then come with filtering options, which can allow publishers to filter ads accordingly and block certain ads, which could be sensitive or damage their reputation. In addition, these filtering options can also allow publishers to block their competitors from bidding on their stock.
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Another benefit for publishers is that they gain more control over how they advertise companies through their websites. Publishers can present ads in their own chosen ad format and style. Apart from this, they can also decide exactly when and where they want the ad to appear.
Last but not least, there are many customization options in the store for publishers. They can customize the ads with a number of features available at their fingertips. It includes corner styles, font toggle, colors and the list goes on.
First of all, advertisers have the ability to choose their target audience according to their business requirements, leading them to generate better results from their advertising campaigns.
Just like publishers, advertisers also have better control, which includes advanced bidding capabilities so they can get the best possible CPM.
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Similar to publishers, advertisers have their own set of filters when it comes to choosing the publishers they want to work with. Advertisers can blacklist certain publishers if they do not wish to work with them.
Finally, advertisers can manage many aspects of their ad campaigns, such as preventing the same user from seeing the ad over and over again. Additionally, they can also retarget multiple ad exchanges.
Now that you are aware of the gravity of an ad exchange, let’s understand what difference it shares with SSD (Supply Side Demand).
An offer request is triggered when a user visits the publisher’s website, which is received by the ad exchange. Along with the bid request, the ad exchange also receives data related to the user, such as location and browsing history.
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After that, the ad exchange collects all the bids and chooses the highest one as the winner. It then returns the badge to the publisher’s website and places the winning creative after retrieving it from the partner ad server.
Ad exchange and ad network may sound similar to most publishers—they manage and sell inventory. But there are differences.
An ad network aims to maximize publishers’ profit by selling inventory at the highest price. Whereas, an ad exchange just wants to provide a perfect seller-buyer match.
The basic model of an ad network is to collect publishers’ inventory, categorize it and sell it for profit. With ad networks, advertisers don’t know where their ads will appear. And publishers don’t know whose ads they’re showing.
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The ad network keeps all this data restricted to its network (unless the publisher or advertiser requests to see the data).
Therefore, anyone can see the money exchanged between buyers and sellers. It then connects the seller and the buyer in a way that the exchange is visible to all parties/platforms involved (SSPs, DSPs and other vendors).
An ad exchange is a bigger entity than an ad network. So sometimes the ad network ends up buying inventory from ad exchanges and has the right to resell it at a profit.
For example, Google AdSense is an ad network and Google Ad Exchange is an ad exchange. Here, AdSense gets its demand only from the Google Display Network (GDN), while AdX connects publishers to a larger market of advertisers and DSPs.
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As you already know what an ad exchange is, let’s take a look at a quick breakdown of Suppy Side platforms.
Supply-side platforms are the platforms that allow publishers to monetize their ad inventory by presenting it to the multiple ad exchanges. It helps increase competition for their ad inventory, which leads to higher ad prices.
In addition, with supply-side platforms, publishers get a number of control settings, including acceptable ad categories, setting the minimum price for an ad, and the list goes on.
The main difference between an ad exchange and a supply-side platform is that an ad exchange is a marketplace that connects buyers and sellers of ad inventory, while an SSP is a platform used exclusively by publishers to manage their inventory and linking to multiple demand sources, including ad exchanges;
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To put it another way, an ad exchange is a marketplace where ad inventory is bought and sold, while an SSP is a technology platform used by publishers to manage and optimize their inventory.
If you want to try to maximize your ad revenue, it is necessary to rely on the best ad exchange. Now there are many ad exchanges available which makes choosing one quite complicated. Before you finally single out an ad exchange, it’s important to weigh each option carefully.
Determine what you want to achieve through your advertising campaigns. Does it increase website traffic? Or is it driving sales? And who will your target audience be? This will help you choose an ad exchange that aligns with your goals and has the right audience for your target market.
There is no doubt that ad exchanges are effective in delivering personalized ads. But they can be prone to fraud due to their network of affiliates and resellers.
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