29 October 2018 (Rome, Italy) — Since the dawn of the Internet, digital advertising has been one of the major engines that drove its growth. In 2008 digital advertising began its transformation from desktop to mobile, which lead to the creation of the mobile ad industry. Taking into account the fact that people rarely go anywhere without their phones, it’s no surprise that mobile ads have become one of the main drivers of global ad spend.
Following this trend, mobile advertisers and publishers have been focusing on running ad campaigns to find new users and maximize their revenue respectively. But it should be noted that mobile advertising isn’t that simple of a concept, as there are a number of methods you can use to generate income from a mobile ad. And it’s not the quantity of your ads but the quality of your ads that will make you succeed.
One of the keys to all of this is the demand-side platform (DSP), the system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online advertising takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences.
DSPs are unique because they incorporate many of the facets previously offered by advertising networks, such as wide access to inventory and vertical and lateral targeting, with the ability to serve ads, real-time bid on ads, track the ads, and optimize. This is all kept within one interface which creates a unique opportunity for advertisers to truly control and maximize the impact of their ads. The sophistication of the level of detail that can be tracked by DSPs is increasing, including frequency information, multiple forms of rich media ads, and some video metrics.
It’s why I have spent a lot of time with Adcash, an 11+ year DSP that continues to rapidly grow in 2018. Their success is driven by developing cutting edge technology and consistently delivering high performing solutions to web publishers and brand advertisers around the globe.
Early this year I had the opportunity to chat with Emanuele Pezzulla, the Head of Supply at Adcash, and he put all of this into perspective:
In case this interview got your attention you can reach Emanuele Pezzulla on Linkedin or get in touch with him via email at : [email protected]