Posted by Mike Schneider
What does everyone in the online ad ecosystem want? Publishers are all looking for more inventory to sell at a higher value. At the same time, their customers - brands and advertisers - want increased conversion rates, while every consumer wants value, personalization and help making the right choices.
The mobile ad ecosystem is a crowded marketplace of companies hustling to differentiate themselves and prove their value. Here are three articles that highlight the value of accurate location-based context for advertising companies that want to optimize their ad inventory, deliver relevant content everywhere, and engage users.
When focusing specifically on Supply Side Platforms (SSPs), the biggest differentiators will be based on the information they can provide and the prices they can command for their client’s inventory. While their ultimate goal is to attract and accumulate as many publishers as possible in order to have the inventory to sell, being able to maximize prices and sell inventory that advertisers want is essential.
There are three things SSP’s can do with better location accuracy in order to optimize inventory for advertising demand from ad networks and exchanges:
The biggest differentiators for DSPs are their abilities to return the highest engagement out of their users - which also results in higher ROI for their clients. Because each DSP has their own specialty - from performance-based to highly targeted brand campaigns - their capabilities to serve their user base with the most relevant ad message is essential, as it drives campaign success.
As a result, the ultimate goal of DSPs is to devise the most accurate and relevant algorithm as possible to not only attract and appeal to potential advertising clients, but to deliver high-performing campaigns for their advertising partners in order to earn their recurring business. To do this, they must be able to optimize audience targeting and find inventory that advertisers want.
In order to make these optimal ad requests, the DSP must be able to make sense of the data they receive from their supply sources - SSPs, publishers, ad networks, or other supply partners. Wherever the source, an ad request comes to the DSP with an IP address, device ID, timestamp and latitude/longitude, but this information is of little help when determining if the ad request will generate engagement.
Enriching this data with accurate and contextual location information can help make sense of ad requests. Linking ad requests to personas and tagging device IDs with demographic information can give DSPs insight into what kinds of people will see the ad and will enable the DSP to facilitate better targeting when they work with ad servers.
The difference between intrusive ads and relevant content is context. The more you know about your consumer the more relevant your message is. We are not far from a future in which content is constantly adapted and served based on user context. Armed with contextual data on consumers, publishers can make smarter decisions about what content will most likely interest and engage their readers, help them through the decision-making process, and reduce choices to only those that are relevant. A highly engaged audience means more ad impressions to serve, and a highly segmented audience is an opportunity to monetize with targeted advertising.
Accurate location integrated with layers of venue and demographic context is the holy grail for publishers. The aggregation of location data from mobile devices enables publishers to know the interests, activities, shopping patterns and mobile behavior of their audiences at a given time and place so that they can anticipate the right content to share at the convenient time.
Exact location yields an increase in the effectiveness of programmatic bidding algorithms and the value of ad inventories by reaching consumers where and when they are in decision-making mode. Tagging inventory with enriched location data like user behavior along with exact location adds a new layer of meaning to ad units.
To learn how MEDIATA increased campaign performance with hyperlocal targeting, visit the Case Study here.