Programmatic advertising harnesses the effectiveness of automated bidding to bid for inventory in real-time and assists advertisers to create more efficient and effective campaigns.
India has seen a rapid growth in programmatic advertising, with more than 80% of advertisers gaining efficiency because of its efficiency and the power it offers. The use of programmatic advertising in India is expected to increase by 52% by 2021.
Programmatic advertisements are the next frontier in advertising India and it's about time for advertisers to start using programmatic advertising to get the most of their budgets for advertising.
Get the most of your advertising budgets with Programmatic Marketing
Automated & Smart Bidding
Programmatic advertising through DV360 provides bid strategies that rely on machine learning to enhance the performance of campaigns by providing impressions or increasing bids on behalf of users based on the possibility of achieving the KPI that is set by the advertisers. The DV360 system gives advertisers the option of setting their own goals for their campaign. Example CPA goal of 500, and then tell the system which optimizations to make, for instance to maximize conversions or clicks. You can also decide on what to bid for. For such as spending the whole budget, while keeping the cost to a minimum CPA or setting a goal CPA.
Data-driven creatives for Personalization
Advertising campaigns that are programmatic with DV360 allows advertisers to leverage personalization's power with creatives and data-driven campaigns that are combined by rich media format to ensure greater performance and increased engagement.
Advertisers have the option of choosing from different formats that allow them to upload images and other copies that are appropriate for the different types of individuals of their audience , and define the group of people for their campaign. The system automatically serves the most relevant mix of copies and images for each user, based on machine learning. Monetisation Infrastructure helps you to build a Top Relationship with Advertisers.
Brand Safety
DV360 provides various ways to control the safety of brands for advertisers to stop their ads from appearing on websites which contain content that is not favorable for the image of the brand such as Adult or Drugs, etc. and tools such as Ad Fraud prevention which can be used to filter out Medium Risk or High Risk or Medium and High Risk websites.
The exclusion of high risk has been the best at eliminating fraud. However, by excluding medium and high risk websites, its risks could affect the performance of the campaign , or even raise the CPC. The TRAQ Score is the credit score of websites, the greater the score on TRAQ it is the safer the website.
Advanced Targeting Options on DV360
DV360, one of the best digital innovations in recent times, offers various targeting options to advertisers to choose where they want their ads to be served to who they want to and do not want to show the ads.
Placing Ads – Advertisers may choose the right environment such as a website and apps. They can also select categories and locations Choose specific apps, categories of apps, the browser visibility on the browser between the top and bottom devices, and even the connectivity to the speed that browsers. Ad exchanges are a great way to remove areas that aren't relevant or do not generate returns. For instance, if ads on apps generate excessive clicks that are accidental and decrease the return on investment, the app can be eliminated in one or two clicks.
Audience Targeting Options – In addition to Google Custom Audiences as well as custom audience, marketers have access to 1st-party lists as well as premium lists from 3rd party sources and have created audiences that are a combination that are a combination of any Google Audience Custom Audience, 1st Party or 3rd party lists.
Audience Exclusions – Exclude any 3rd or 1st third party lists, Google audience and also create an audience of your users from impressions that have already been given to them to prevent these from your campaigns. For instance, a person is served three impressions on one offer.
Advanced Tracking Options with DV360 and Campaign Manager
Programmatic advertising provides advertisers with sophisticated options for tracking when Campaign Manager is employed. The most notable are:
Tracking Frequency & Journey across Platforms – Campaign Manager lets advertisers monitor the amount of impressions users are served on platforms such as Google, Facebook, OTTs, Publishers and cap it across all platforms. This allows advertisers to have one perspective of the user, and track their journey across different platforms. It also helps keep ads from being exposed to one user since the ads are seen as various users across different platforms. This can reduce the number of wasted impressions and get more people with the same budget.
Audience Overlap – Campaign Manager helps advertisers assess the overlap between audiences across different platforms, and aids in making better decisions about media planning. Example : we ran campaigns on two platforms, but the amount of overlap across both platforms is 85percent meaning that the audience on both platforms is identical. One of them could be removed from our media strategy to run the next campaign.
Transparency in PG Deals
Leveraging programmatic advertising to put advertisements on various publishers such as Moneycontrol or NTDV provides numerous benefits that could lead to maximizing the effectiveness of campaigns budgets:
The ability to track a user across multiple platforms and restricting frequency at a user-level. Programmatic guarantees complete transparency regarding clicks and impressions served. In direct deals advertisers must rely on the reports provided by publishers.
Voiro Technologies is a known programmatic advertising company offers the best Revenue Analytics Suite to Automate Ad Revenue Reconciliation Reports.
Voiro is a Saas technology company that offers the best media Monetisation Infrastructure for Media Businesses. As a Leading Ad Revenue Management platform, Voiro simplifies your ad sales and ad ops workflows, giving you a single view of revenue with accurate, real-time reconciled revenue data.
Read more – Five Advertising Trends That Drive Monetisation for Publishers
0
