In a real-time bidding environment, time is of the essence. Demand and supply meet, multiple evaluations need to be done and the transaction shall be completed instantly. Supply-side provides the available inventories in bulk and open for picks. Demand-side, that is advertisers put up the amounts they would like to purchase the inventory that is fitting into their criteria. The highest bidder wins and grabs the inventory. Advertising goes live and conveys the message to the intended target audiences.
While the theoretical aspect is straightforward, there is an amazing science serving both the publishers and advertisers thru nearly limitless opportunities.
The supply-side's inventory is generally known well by the systems based on its past activities such as its content genre, its users, type of advertising that works well, type of ads that are performing the delivery faster.
The demand-side shall also declare what it is looking for and the system suggests an estimated price for the purchase. Many savvy teams treat this price as a guide and always look for opportunities to optimize the purchase by monitoring the campaign very closely and apply adjustments timely. It is highly likely to have the purchase price going up as well as going down along the campaign.
If the advertiser is extremely strict and wishes to apply plenty of layers of targeting and delivery parameters to their campaign, it will be limiting the exposure unnecessarily starting from the beginning and given the number of limitations and additional parameters, the advertiser might pay more than what they could if the settings were just right.
Therefore, besides having a very clear media strategy, it is also essential to have dedicated resources that will be guiding the campaign along the way for optimizing (both for the purchase price and adjustments to the advertising materials).
At Osprey Media Lab, our skilled team render their best round the clock ensuring the media strategy is intact, relevant, effective while delivery is cost-efficient, timely and outperforming the competition.
To boost your campaign performances and tap into Osprey Media Lab's experiences in digital advertising and expertise in native advertising to enjoy a great return to your digital advertisement investments, contact us at: Osprey Media Lab.