A digital Organization

A digital Organization
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How Digital advertising works

Digital advertising all starts with an advertiser ready to spend some bucks to advertise on an online asset. An online asset can be websites, blogs, forums, games, videos, apps and any branded sites like Youtube, Facebook etc. 

Step 1: The publisher assesses his inventory in terms of how many ad slots he has on each of his online asset to sell and how many impressions do they garner. This together gives the advertiser a picture of how many impressions he can buy for his ads. So, the process of RFP and sales negotiation goes on before completing the order. 
Step 2: Get in the trafficking boys to break the order into campaigns, delivery conditions, targeting criteria and schedule the ads to server on any of the commercially available 3rd party ad servers like Atlas, Doubleclick, Rubicon etc. 
Step 3: Get started with the publisher developer team to insert the ad tags on their digital asset as received from the 3rd party ad servers. This sets up the ad slot. 
Step 4: Test it and let the campaign go live. 

Said and done, when all inventory is not sold via direct contracts with advertisers, there are way to make sure no money is lost. 

Step 1: Categorise the inventory into non guaranteed and expose this to the larger ad networks via an ad exchange. 
Ad Exchanges are a dynamic place where online inventory can be bought and sold and many a times in real time bidding. The real time bidding is software driven where a pre configured value per impression is laid out against impression conditions. This ensures good revenue for publishers. 
Step 2: If ad exchanges is not for you and you want to make life easy, or there are no interested buyers on ad exchange for your inventory in certain geography ( e.g.), then open up the inventory to Google's AdSense program or alternatives like Clicksor, Chitika which drives ads accordingly. 

For an advertiser, it's paramount to know the targeting criteria and campaign flight dates. This ensures campaign goals are achieved than just meeting the goal of serving out the impressions. Similarly, for a publisher, its all about good content, ensuring steady traffic and categorising his impressions into premium, medium and low to ensure, the revenue stream is continuous from all quarters. 
Nitin Keshav

Nitin Keshav

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