What happens then?
Typically, when advertisers max out on Facebook or Google they don't know what else is available.
That is where programmatic advertising come in to play.
The display ecosystem used to be incredibly simple.
You had people looking to buy traffic and you had people looking to sell traffic.
The way it used to be bought and sold was archaic, you had sales houses representing the sellers of the traffic, you had agencies representing the buyers of the traffic and they would combine forces to establish what traffic would cost, fill in Insertion Orders, fax them (yes fax) to each other, run the traffic, see what happened and then all go down the pub right after work for drinks.
At least that was our experience when working publisher (seller) side.
Buyers were paying more for some of the premium traffic and sellers were getting less than the traffic was worth and had a lot of unsold or remnant inventory that went for pennies.
So, when the opportunity came to use computer based methods to buy and sell traffic, a lot of Venture Capital money found it's way into the ecosystem.
Trying to unravel that ecosystem has kept the team at Spades Media busy.
If you look at the latest Display Lumascape you can see the complexity of the ecosystem. It would be foolhardy of us to try to forge relationships with all vendors on this chart, but suffice to say it is a lot easier to buy display advertising at scale now, than it was back in the day.
We realise the potential of combining first party data (the data you know about your own visitors) with third party data (the data other people know about your visitors) to provide better ad targeting at scale.
As an example, if you were selling tickets to the Superbowl, the value of someone taking an executive box might be greater than someone looking for seats in the gods.
So, if you could identify based on third party data that a visitor to your site was an executive of a Fortune 500 company, you might put more effort and budget behind trying to get those visitors into your funnel and bid more for any impressions that might be available.
We use a number of different proprietary techniques and the very best solution providers from the Programmatic Advertising ecosystem to generate traffic, leads and sales for clients.
We use these platforms on a direct or indirect basis to assist us to deliver high returns.
We focus our efforts on defining the strategy and then let the experts that work on the buying side to do what they are good at. All the while we keep an eye on the stats and keep the performance honest.
We use these platforms effectively because we've worked out how to create the right combination of first and third party data, we use weather data, demographic data, psychographic data and then leverage our advanced media buying techniques and those of our partners, to deliver the right volume, right quality and best price visitors to your site.
When we find successful sources, we double down on those and try to find more of them. Over a short time frame we refine the media mix and reduce wastage.
Platforms We Work With
The platforms/partners of choice we work with include (but not limited to) :
- Centro / SiteScout
The programmatic space is definitely for the more sophisticated and larger budget advertisers.
For that reason, unlike other platforms we work with where performance is more likely to be a factor on whether we work with a business or not rather than budget, unless you are prepared to invest in excess of $50,000 per month on buying programmatic media it's less likely to be a channel of interest for Spades Media.
But, if your budget permits a conversation to be had, then hit the Get In Touch button below, fill in your details and we'd love to start some dialogue.
Look forward to speaking to you.
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