programmatic advertising

Maximizing ROI

Maximizing ROI: Strategies for Low-Volume Inventory Placements in DV360

In the world of digital marketing, programmatic advertising platforms like DV360 (Display & Video 360) have revolutionized the way advertisers connect with their target audience. However, when it comes to low-volume inventory placements, marketers often face unique challenges. In this article, we will explore the effective strategies for optimizing your digital marketing efforts within DV360 when dealing with low-volume inventory placements. What is Low-Volume Inventory Placements in Programmatic Advertising? Low-volume inventory placements refer to situations where there is limited ad inventory available on specific websites, apps, or placements. This scarcity of ad space can be due to various reasons, including niche audiences, limited content, or geographical constraints. Advertisers often find it challenging to allocate budgets effectively and generate meaningful results in such scenarios. Strategies for Success in Programmatic Advertising Maximizing Low-Volume Inventory Placements: Navigating the realm of low-volume inventory placements within DV360 demands a strategic approach. Every impression in such scenarios holds significant value, necessitating precise utilization of tools and tactics available within marketing and advertising technology. Here’s a breakdown of strategies tailored to optimize these opportunities: Precision Targeting through Audience Segmentation: Unlock the potential of DV360’s audience segmentation capabilities. Craft highly specific audience groups by leveraging both first-party and third-party data. The key lies in reaching the right audience with the right message to maximize impact despite limited ad inventory availability. Dynamic Creative Optimization: Personalization is pivotal. DCO empowers tailoring ad creatives to individual users based on their behaviour, interests, and demographics. Experimentation with diverse ad creatives helps identify the most engaging combinations for your unique audience. Real-Time Bidding (RTB) and Private Marketplaces (PMPs): RTB within DV360 ensures seizing valuable impressions as they arise in low-volume placements. Additionally, establish private marketplaces with publishers for priority access to limited inventory, particularly effective in niche placements. Mobile-Centric Approach and Cross-Device Optimization: Given the higher prevalence of low-volume placements on mobile devices, prioritize optimizing ad campaigns for mobile experiences. Implement cross-device targeting to extend reach across platforms and devices, maximizing the chances of locating available inventory. Continuous Monitoring and Agile Adjustments: The unpredictability of low-volume inventory demands constant vigilance. Regularly monitor campaign performance and dynamically adjust bids, targeting, and creatives based on real-time data insights. Automation via DV360’s rules facilitates instant adjustments under specific conditions. Strategic Budget Allocation and Bid Strategies: Allocate budgets strategically, focusing on placements likely to yield optimal results. Leverage DV360’s predictive modelling to identify and capitalize on these opportunities. Experimentation with different bid strategies, such as target impression share or target CPA, helps optimize budgetary impact. Blacklisting Long-Tail Placements for Enhanced Performance: Initiate the process of blacklisting long-tail placements to curb ad fraud and enhance performance. Removing consistently underperforming placements optimizes campaign efficacy and reallocates the budget toward high-performing avenues. For increased efficiency and to reduce the errors of false positives, opt for an ad fraud detection partner like mFilterIt to identify long-tail placements and curb their impact proactively. Way Forward In conclusion, while low-volume inventory placements within DV360 pose challenges, they also present lucrative prospects. Harness the potential of targeted audience segmentation, dynamic creative optimization, real-time bidding, and mobile-centric approaches. Stay agile, data-driven, and committed to constant monitoring and adaptation to thrive in this dynamic landscape.

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Phantom Impressions

Unmasking the Phantom Impressions: Know why your impressions are high, yet ROI is low

The digital landscape is evolving rapidly and advertisers have the opportunity to tap the best out of it. It provides a wide scope to reach a vast set of audiences beyond boundaries. However, with the increased growth of digital, there are suspicious actors lurking in the shadows to dupe the advertisers. This leads to the wastage of the advertising budget; these traffic sources lead to no conversion. Imagine a scenario where your brand is investing in a digital advertising campaign, targeting specific placements and audiences. You’re looking forward to reaching your ideal audience, but as the campaign progresses, something seems off. Your ads, displayed in a tiny 0x0 ad size, repeatedly appear on the same IP address, offering no real marketing value and depleting your budget. A Real Case This is a classic example of digital marketing fraud, where rogue actors manipulate ad impressions to their advantage, leaving advertisers with empty pockets and minimal exposure. We have recently detected some of this unusual activity in one of our real estate partners, where some of the BOT-driven IPs showing ads in 0*0 pixels in the same root domains. How Fake Impressions Impact the Business? Ad Budget Wastage: Every 1000 impressions has a cost attached to it. Fraudsters leverage various methods to manipulate impressions. Fraudulent publishers push their inventories in programmatic advertising using methods like domain spoofing and generating AI content to create a website to host advertisements. These inventories generate a number of visitors, but they are low quality and lead to a waste of ad spending. Zero Marketing Impact: These fake impressions do not contribute to brand visibility or customer engagement, resulting in a futile marketing effort. The intended audience never sees these ads and the traffic sources interacting with the ads are often low-quality and don’t result in any gain. Brand Damage: Ineffective ad campaigns can erode consumer trust and damage your brand’s reputation. Apart from this, in programmatic advertising, ads also appear beside unsafe content which further damages the trust of the consumers in the brand. Way Forward The battle against digital marketing fraud is ongoing, but strategies like Real-time Monitoring, Set Frequency Caps, Data Analysis, and Geographic Targeting are some of the strategies you can employ to minimize its impact. Digital marketing is a powerful tool for reaching your target audience, but it’s not without its challenges. However, with vigilance, the right tools, and a strategic approach, you can protect your campaigns from these fake impressions and ensure your advertising dollars are spent effectively. This is where mFilterIt comes in, which is a segment-first ad fraud detection software company that empowers advertisers with transparent data and clean traffic by detecting invalid sources and actively blacklisting the IPs & placements to ensure every impression, click & visit should be a step toward your marketing goals, not a ghostly drain on your budget. Stay informed, stay vigilant, and keep your brand safe from the shadows of digital marketing fraud.

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Programmatic Advertising

Programmatic Advertising Trends Shaping the Digital Industry

Like always, new technological developments continue revolutionizing the way we conduct business online. However, at the same time, growing concerns around privacy and the subsequent moves by tech giants to address said concerns are also influencing how online businesses reach out to their consumers. While trends like the declining use of third-party cookies and the rise of stringent privacy laws may make it seem like it is the end of the road for programmatic advertising, the reality is quite the contrary. Sure, these things have a direct impact on the way programmatic advertising is used, but their influence will simply mean that advertisers will have to get more creative with their approaches. In fact, since these changes have been in the works for some time now, advertisers are beginning to adapt. It is clear that despite the changes in privacy laws and the decline of cookies, programmatic advertising is here to stay. However, for marketers who want to keep reaping the benefits of this amazing advertising technology, it has become imperative to keep up with the current trends. That’s exactly what this article is about. We will cover some of the most significant trends surrounding programmatic advertising. Let’s jump right in: Top 7 Programmatic Advertising Trends 1. In-House Programmatic Run Many ad agencies and brands are expected to stop outsourcing their programmatic ad management and pull those operations in-house. The trend has been prevalent for the last few years, with more companies focused on squeezing out the maximum possible ROI from ad investments (more on this later). With lower spending on the management aspect of advertising, this move, when executed correctly, can provide a significant boost to ROAS (Return On Ad Spend). For those working in an in-house marketing team, this will mean developing new skills just to stay relevant in the industry. That said, those who can adapt proficiently will find themselves in an advantageous position, having learned a high-value skill for the future. 2. Rise in First-Party Data Solutions The European Union introduced the General Data Protection Regulation or GDPR in 2016. The legislation is aimed at protecting the online privacy of individuals. In 2018, the USA introduced its version of GDPR, known as the California Privacy Act. Since then, many countries have introduced laws that prohibit or heavily restrict the collection and use of third-party data. These legal frameworks all prevent the tracking of online user data without getting clear consent from the user. Major tech companies like Apple, Firefox, and Google have stopped supporting third-party cookies in their devices and browsers, and the trend is expected to continue. For programmatic advertising, these developments all point in the same direction- the use of first-party data solutions. There have been some attempts to facilitate the same, like Google’s now defunct Federated Learning Of Cohorts (FLoC) and Interactive Advertising Bureau’s DigiTrust service, but they have not seen a lot of success. Currently, the Trade Desk’s Unified ID 2.0 or UID 2 framework is the most successful attempt to facilitate the collection and sharing of personal information with user consent. However, it is safe to assume that more and better solutions will start populating the marketing landscape soon. This is because first-party data is a superb alternative to third-party data. It does not invade anybody’s privacy and gives advertisers access to users who have given their consent. Sure, the volume of data available will diminish, but marketers can expect great improvements in quality. 3. Growth of CTV Digital TV Research estimated that OTT (over-the-top) streaming revenue in the US was nearly $157 billion in 2022, and this number is expected to increase by another $17 billion by the end of this year. Some estimates predict that online video streaming revenue will hit $750 billion by 2031. Don’t let the recent relative decline in the user base of giants fool you into believing that the popularity of streaming services is dying. A close observation of the current trends in the industry shows that the reason behind this reduction is that the market is being populated by new players every year. With each passing day, users have more streaming options to choose from. For programmatic advertisers, this means that the popularity of connected TV (CTV) programmatic advertising is only going to grow. It is estimated that this year advertisers will spend $26.92 billion on CTV programmatic ads, an increase of over 14% from last year. With that said, there is still a lot of room for growth in CTV advertising, and advertisers that jump in now are expected to be poised to enjoy an early mover advantage. 4. Rise in DOOH Ads This year, digital-out-of-home (DOOH) advertising revenue in the US is expected to be around $2.94 billion. To put this number into perspective, it accounts for nearly a third of the total out-of-home (OOH) revenue in the US for 2023. With the absence of COVID restrictions and the rising number of digital screens across locations with high foot traffic, DOOH spending is only going to increase in the coming years. While programmatic technology does not have a large share of the market currently, current trends indicate that this will change in the future. The many advantages associated with DOOH, such as no invasion of user privacy, the unobtrusive nature of ads, and no resistance from ad blockers, make DOOH an excellent opportunity for advertisers to reach their audience. Not to forget, with video and audio capabilities, DOOH placements offer a lot of creative freedom to advertisers that can create memorable DOOH experiences with virtually no extra resources. The best part is, that the same ads that are created for DOOH placements can work well on other platforms, such as YouTube. When used correctly, DOOH ads, in combination with other digital ads, can deliver significant improvements in top-of-the-funnel metrics such as brand awareness, recognition, and recall value. 5. Focus on ROI will increase As mentioned earlier, because of the declining use of third-party cookies, the way programmatic advertising is implemented is set to

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