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Martech Ecosystem > Lecture 6 > Flashcards

Lecture 6 Flashcards

1
Q

Digital Advertising

A

Any advertising that takes place online

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2
Q

Direct Deals happen between

A

Advertisers and Publishers

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3
Q

Ad Buying Team focuses on

A

DSP (demand side platforms)

Ad Campaign Management

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4
Q

Ad Operations Team focuses on

A

SSPs (sell side platforms)

Publisher Ad Management

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5
Q

The Advertiser’s Role

A

Responsible for buying ad space on publishers’ websites in order to reach desired audience

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6
Q

Ads can be purchased

A

directly or programmatically through advertising software

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7
Q

Campaign management tools are used to

A

serve and manage ads through a variety of channels (i.e. display, video, mobile, etc…)

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8
Q

DSPs are also needed to bid and

A

serve ads in real time

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9
Q

Programmatic Media Landscape

A
  1. Ad Exchange
  2. SSP
  3. DMP
  4. Ad Network
  5. DSP
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10
Q
  1. Ad Exchange
A

Platform where publishers and ad networks sell impressions to advertisers. Often connects DSP with SSP

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11
Q
  1. SSP
A

Allows publishers to sell ad inventory

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12
Q
  1. DMP
A

Central hub for all customer data. Used to create audiences

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13
Q
  1. Ad Network
A

Connects advertisers to publishers that have web pages with advertising

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14
Q
  1. DSP
A

Used by media buyers to manage and purchase digital ads from multiple ad networks through one interface

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15
Q

Cross-Channel Advertising

A

Process of advertising across multiple digital advertising channels

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16
Q

While digital marketers may already be utilizing a channel, forming a _____ helps reach the right audiences

A

comprehensive and cohesive cross- channel strategy

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17
Q

Americans own __ and spend __ consuming content on them

A

~4 devices

~60 hours a week

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18
Q

As media consumption habits become increasingly more diverse, tracking where audiences are will

A

become more difficult

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19
Q

Keys to Success

A

Cohesive Data

Consumers are in Control

Consistent Messaging

Channels Hierarchy

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20
Q

Cohesive Data:

A

collect all real-time data and form a cohesive, integrated consumer database to focus on data-driven marketing

21
Q

Consumers are in Control:

A

With consumers having their choice of what media to consume and where to consume it, advertisers need to present their brands where their target audiences naturally are

22
Q

Consistent Messaging:

A

Maintaining a unified message across channels will help consumers better recognize a brand

23
Q

Channels Hierarchy:

A

Digital channels are not created equally. Each channel has its own strengths and weaknesses

24
Q

Demand Side Platform (DSP)

A
  • Used to buy ads in real time through a process called real time bidding (RTB)
  • Not a specific advertising channel but instead allow advertisers to reach individuals instantaneously in real time
25
Q

Real Time Bidding

A
  • At the center of the RTB process are advertising exchanges

* Ad exchanges serve as the middleman between advertisers and publishers. They integrate with both DSPs and SSPs

26
Q

DSP Benefits

A

Enhanced Targeting

Pricing Control

Streamlined Buying Process

27
Q

Enhanced Targeting:

A

ads are purchased prior to a web page loading, providing information to advertisers about who will be viewing the ad (demographics, time of day, sites visited, etc..)

28
Q

Pricing Control:

A

advertisers have more power over how much they pay for an ad. They can decide how much an audience is worth to them and pay what they believe to be a fair price

29
Q

Streamlined Buying Process:

A

no human negotiation needed resulting in less time- intensive and costly buying process

30
Q

Importance of a DMP

A
  • Help advertisers integrate real-time data
  • Serve as a central hub for all customer data, keeping all data in a single, centralized location
  • Offer a wealth of 3rd party data providers
  • Able to recommend high-value audience segments to target in future efforts
31
Q

Ad Network

A
  • A media company that sells inventory across a range of publisher sites to advertisers at a set price
  • Ad networks work directly with publishers to sell ad impressions that a publisher has not directly sold. It is not programmatic.
32
Q

Supply Side Platform (SSP)

A

Allow publishers to make money from their websites by creating and selling ad inventory to marketers on an impression-by- impression, or visitor-by-visitor, basis

Advertiser -> DSP -> Ad Exchange -> SSP -> Publishers

33
Q

Display Advertising

A
  • Process of advertising a brand or product on websites

- Display Ad Software is used to target, purchase, manage and track ads

34
Q

Why Display Advertising

A
  • Helps with branding, fairly accessible
  • Broad reach and access to millions of users
  • Allows targeting of ideal audience
35
Q

Display Advertising Price

A
  • Cost per thousands impression (CPM)
  • Cost per click (CPC)
  • Cost per action (CPA)
36
Q

Display Advertising Trends

A
  • Growth of programmatic and RTB
  • Ad blocking and fraud
  • Native Advertising
37
Q

Mobile Advertising

A
  • Process of advertising across mobile devices

- Mobile Ad Software is used to buy, manage and track mobile ads

38
Q

Why Mobile Advertising

A
  • More mobile devices than people
  • Customers are stepping away from desktops
  • Higher engagement
39
Q

Mobile Advertising Price

A
  • Cost per thousands impression (CPM)
40
Q

Mobile Advertising Trends

A
  • Mobile spend rising
  • Ad blocking
  • In app vs mobile web
  • Mobile Video
41
Q

Social Advertising

A
  • Process of placing ads on social media sites such as Facebook, Twitter, Instagram and Pinterest
  • Social Ad Software helps automate and streamline the buying process
42
Q

Why Social Advertising

A
  • Focus on mobile advertising
  • Increase time spent on social media
  • Targeted audiences
43
Q

Social Advertising Price

A
  • CPM or CPC

- Price varies based on audience size, demographic, ad format

44
Q

Social Advertising Trends

A
  • Budget diversification
  • Social Shopping
  • Video content
45
Q

Video Advertising

A
  • Process of using video content to promote a company or product on websites
  • Video Ad Software helps automate and streamline the buying process
46
Q

Why Video Advertising

A
  • 85% of companies find it successful
  • Video content is among the most engaging content
  • Higher CTR
47
Q

Video Advertising Price

A
  • CPM

-Cost per View (CPV)
Cost per Completed View

48
Q

Video Advertising Trends

A
  • Video and mobile ad growth
  • Social video on the rise
  • Programmatic video
  • Interstitial and in-video ads
49
Q

Audience Building (Flow)

A

DMP allows marketers to integrate 1st party data with external sources

Enriched customer profiles can then be leverage to create audiences

Audience will be used for media buying, content personalization and analytics

Martech Ecosystem (12 decks)

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