What is an Ad Trading Stack and What Kinds Are Available in the Market?
The online advertising is a vast ocean of Ads being displayed on millions of websites, clamoring for attention of visitors. Naturally, given the vastness of the operations you cannot have manual operations. These days it is programmatic advertising that handles placement of ads, the bids process and the deployment on select publisher network sites.
Kritter’s Ad Trading Stack comes into play and is a common platform for Publishers, Advertisers, Ad Networks and Agencies.
What an Ad Trading Stack accomplishes
Programmatic advertising platform is complex, algorithm based since it does have to carry out the function of matching advertiser with publisher in milliseconds. This is just one function. The ad stack solution is capable of many other functions.
• An Ad Stack plays a pivotal role in the programmatic advertising environment. One of Kritter’s key functions is to manage the Demand Side Platform to serve needs of Advertisers and Ad Agencies, who wish to place ads on publisher sites. Advertisers do not just randomly seek to populate sites with their ads. They have metrics. The DSP side of the Ad Stack factors in these metrics and matches their parameters with available publisher statistical data in order to provide highest chances of click-through and conversion and reduce cost of ads.
• On the other hand, publishers always seek to keep inventories filled and maximize revenues. If done manually this would be a long-drawn process of negotiations. Kritter’s Ad Trading Stack includes algorithm based real-time bidding section that matches available space with requirements of advertisers. Then tries to maximize revenues for publishers by selecting the highest paying bidder. The match is made within milliseconds and an ad goes live on a webpage.
• Since the Ad Stack also includes a smart Database Management System that keeps track of Publishers inventories, where Advertisers ads were served, the Audience and Bids. Virtually all activities that would go into the matching process. This Data Analytics helps derive precise and accurate information about targeted audience.
• Agencies find the Ad Trading Stack particularly relevant, since it helps them to aggregate inventory from various publishers on a single platform and also view advertiser bids.
Some users may focus narrower, such as format of ads which can be video, native or display. They may wish to target only mobile users or desktop users. Some may want only demand side features while others may want supply side. Some may like a platform that has role-based or pre-defined access to advertisers and publishers whereas others may prefer a more wide-ranging stack that cuts across borders. Furthermore, Technology providers may start with a core module or modules and then patch on additional components.
It is possible for anyone in the digital ad business to get ad stack software custom made but that entails huge resources, investment and time. Which one to select is based on the needs of the media seller or buyer or agent.
Kritter’s White label platform is a nice compromise in which an advertiser or ad agency or a publisher gets the benefit of fully functional full stack software that carries their name and is further customized to suit their business model.