Ad Management in a Fragmented Ecosystem

By Chandon Jones, SVP, US Ad Operations, Kinesso

Chandon Jones, SVP, US Ad Operations, Kinesso

The Internet, the World Wide Web, Cyberspace, whichever name you prefer to use, we can all agree that itis a great resource for education, sharing and entertainment. As we scroll through pages of information and entertainment sites, we are often inundated with ads vying for our attention, hoping for an engagement of some sort. With so many potential ways for users to view and engage with these ads,brands are clamoring for the most efficient way to find and expose an audience to their brand. The basis to provide this efficiency begins with a strong strategy but also requires an ad management tool that can help execute that strategy.

An ad management tool at its core is a storage center used to manage and organize digital ads, but ideally it should provide the architectural framework that allows you to organize and implement the brand strategy needed to reach your target audience at the right place and time. The type of ad management tool utilized can vary depending on the type of media functionally required. There can be some overlap in functionality but in many cases a specialized and distinct ad management tool is required for Display, Video, Search and Social Ads.

"As we enter the next phase of digital media and data privacy, ad management platforms will play an integral part in dynamic creative optimization (DCO), overall data collection and taxonomy infrastructure"

Display ad management:

Standard Third-Party Ad Server (3PAS) – Platforms such as Google’s Campaign Manager, FlashTalking and Adform all can provide standard ad management functionality by providing the infrastructure and tagging capabilities required to setup, activate and track digital ad campaigns. These basic capabilities include creative rotation and click-through URL management, day parting and A/B testing.

Demand-Side Platform (DSP)– Allows brands to tap into multiple inventory sources and efficiently manage and target ads to the right audience with the ability to optimize in real-time based off of predetermined KPI’s. Your scale and reach can be dependent upon audience size as well as how much a brand is willing to bid to reach that audience. Some examples of DSP’s include: DV360, TradeDesk, Xander, MediaMath, Adobe and Amobee,

Video ad management:

Many of the 3PAS can also manage video ads but there are some platforms such as Innovid and Extreme Reach whom specialize in video ad management and ad serving. Similar to display 3PAS, the video platforms provide creative rotation and click-through URL management, day parting and A/B testing. They also provide additional support that is specific to video files, such as transcoding to insure the ad fit specifications of various publishers.

Search ad management:

Search ad management platforms help organize a brand’s keyword “ad list” in a central location, provide a connection to the publishers account to efficiently manage campaign to configure and automate bidding rules based off of client strategy and goals. Examples of search ad management platforms include: Google Search Ads 360, Marin Software, Adobe Advertising Cloud, Kenshoo.

Social ad management:

Social platforms are unique in how they manage their ads. Brands are required to log directly into a platform such as Facebook to upload the ad. Advanced analytics are obtained within the platform. There are some instances, dependent on the platform’s guidelines, where 3rd party tracking is allowed.

Overall, ad management continues to be a crucial foundational piece of a successful digital campaign. The above only scratches the surface of the capabilities of ad management platforms. As we enter the next phase of digital media and data privacy, ad management platforms will play an integral part in dynamic creative optimization (DCO), overall data collection and taxonomy infrastructure.  

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