Putting your creatives in front of the right audience at the right time is crucial for boosting your sales. But with increasing competition and complex algorithm updates, this may seem impossible.
Thankfully with programmatic technology, you can increase the efficiency and transparency of your ad campaigns.
To leverage programmatic technology for your business, you need to have an ad-stack platform. This platform has all the technologies and tools you need to buy, sell, and manage your ads.
However, building an ad-stack platform can be confusing for even experienced advertisers and publishers. Let's explore the top 6 things you need to consider when building an ad-stack platform.
1. Understand the Difference Between the Supply Side Platform and the Demand Side Platform
Supply-side platforms help publishers manage their ad space. They have tools and features, including setting price floors, determining which advertisers should get which space, and more.
On the flip side, demand-side platforms help advertisers manage their ad campaigns. They come with tools and features that help advertisers optimize their campaigns by setting budgets, determining bidding strategies, and more.
Depending on the platform's purpose and your needs, you should make the selection accordingly.
2. Create a Roadmap
A roadmap is a simple visualization of how you will achieve your goals using the ad-stack platform within a time frame. Doing this offers clarity and insight into where you should spend your money and which key technologies you need to succeed.
Whether you want an ad-trading platform or something for campaign planning, creating a roadmap can also help you compare options.
3. Carefully Review the Subscription Fees Associated With These Platforms
From the advertiser's perspective, their main concern is buying advertising space on the publisher's website in a cost-effective manner. So, conducting a thorough analysis of all the costs involved can help you make an informed decision.
It is vital to know whether the provider charges additionally for certain features. It is best to work with ad-tech partners who offer transparent services and provide real-time customer support.
4. Know Whether the Platform Uses Machine Learning
Machine learning technology looks deep into user data and gives advertisers valuable insights into buyers' purchase intent.
While selecting your ad-stack platform, ensure that it has AI capabilities to help you analyze live campaign performance and user behavior to drive optimal impressions.
Additional data capabilities can also help you target the right user pool.
5. Ensure That the Platform Supports Multiple Ad Formats
The ad world is evolving and changing at an alarming rate. With video ads gaining immense popularity, your ad-stack platform must have capabilities that support multiple ad formats.
You must be able to create ads in catchy formats, such as videos and infographics, and must be able to publish them seamlessly on the publisher's website. Ensure that the platform also helps you publish ads across all devices.
6. Add Targeting and Reporting Features
Today, analytics are critical for optimizing the performance of live campaigns. From tracking metrics to measuring real-time impressions, your ad-stack platform should have advanced targeting and reporting features to help you make informed decisions.
Here are some crucial tracking and reporting features that your platform must have:
- Geo-targeting
- Time-targeting
- Tracking metrics such as CPC, CTR, and CPM
- Retargeting audiences
- Traffic source and types
Final Thoughts
AdTech has changed the way advertisers deliver their ads to target audiences. If you are not using tools like ad-trading platforms and programmatic technologies, you are missing out on a massive opportunity to connect with your audience.
It may seem like a lot of work building an ad network, but it will be a rewarding experience.
