Post by nojime4575 on Feb 15, 2024 2:19:42 GMT -5
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 directed 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 space owned by the Publishers (or publishers).
In turn, the Media Agency turns to the Trading Desk (it can be internal or external to the media agency) for the purchase of online advertising spaces (technically called Inventory ) for the activation of Czech Republic Phone Number List 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.
In turn, the Media Agency turns to the Trading Desk (it can be internal or external to the media agency) for the purchase of online advertising spaces (technically called Inventory ) for the activation of Czech Republic Phone Number List 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.