Advertising and marketing play crucial roles in the success of businesses as they enable service providers to attract customers to their products. Effective marketing campaigns are necessary to create awareness about the services offered by the business to potential customers. Targeted marketing gives better results as it focuses on presenting certain ads to particular customers based on their preferences. Recently, various tools and platforms have made it easier for businesses to undertake successful marketing campaigns through informed decisions and reports. Real time bidding deploys techniques for target audience marketing to ensure that they get ads suiting their preferences and interests.
Websites study customers who visit the website and based on their data, ads they are likely to be interested in are made available. Suitable ads are presented by analyzing the demographics, location and browsing history among other factors of users to find suitable ads. Ad exchange is generally a platform where advertisers and publishers can view and act on active bids presented by the websites. Advertisers analyze the ads to see whether they suit their campaigns and start placing bids to have their content availed to the users. After interested marketers have placed bids on the bid request, the user views the ad from the marketer having the highest bid.
The speed, convenience and cost-effectiveness of real-time bidding surpasses that of traditional advertising strategies by far. Publishers and advertisers use the ad exchange platform to get a common platform to view current bids and choose whether to bid or not. It is possible for customers to respond positively to personalized ads which make real-time bidding very effective for businesses. Programmatic advertising involves automatically buying or selling of online ads by advertisers and publishers. Users may use mobile phones, computers, tablets and other computing devices to access the programmatic ads. Demand side platforms make it possible for advertisers and publishers to be availed with the various ad exchange platforms and take necessary actions.
The various tools and applications can be customized to meet the unique needs of the different marketers and publishers. Detailed reports about the marketing campaigns together with accurate statistics are collected and presented using the tools and applications. The real-time bidding is used together with programmatic ads and demand-side platforms to offer a seamless experience to the marketers. Real time bidding allows publishers to select the marketers who can access their inventories thereby making it convenient. Marketing campaigns can be adjusted accordingly using information given to advertisers. Cost effectiveness is enabled since advertisers pay based on the ad impressions seen which means no unnecessary expenses.