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bdarmanali2022
Apr 06, 2022
In Business Forum
Before the advent of advertising technology, media buying and advertising was a manual and complex process that required a lot of time and effort. Then, in the 90s, e-commerce boomed and advertising agencies found themselves helping to select websites for their clients' ads. This involved researching, checking metrics, and choosing the website that would bring the maximum ROI to advertisers. The first significant change came with the creation of the first ad server. Software that would automatically serve ads, end manual ad placement, and start the automated advertising revolution. This first ad server will later become the Google Ad Manager. From then on, the ball rolled quickly, and soon other technologies appeared, driven by market needs. Google AdWords, ad exchanges, and real-time bidding are just a few of them. There was a need to improve ad targeting and choose the most relevant properties for ads, so demand-side platforms were born. On the other hand, publishers needed to employee data gain some control over the price of their impressions while ensuring that their advertising space reached the coveted higher-paying advertisers, giving way to supply-side platforms. Other solutions that provide user data for this whole ecosystem to work properly have appeared, such as Data Management platforms, data analysis solutions, etc. Without AdTech, programmatic advertising would not exist. Ad Tech enables the delivery of highly targeted ads, implementing omnichannel marketing strategies, among other techniques. To understand why we need ad tech, let's think about how advertising was done years ago before the ad tech industry was born. The advertisements were published with the aim of reaching as wide an audience as possible with almost no personalization. While massive reach can be useful for building brand awareness, this type of ad is less relevant to individual viewers.
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