World of AdTech
Part 1:
I still remember doing Naruto runs back and forth from the kitchen during commercial time. Sometimes they used to be bathroom breaks or quick chores around the house.
World was simple back then. Our main source of information and entertainment were spread across TV, radio channels and newspapers. Newspapers were often filled with colorful pictures trying to introduce a new commodity, with catchy titles. Radios had jingles and TVs had tiny stories capturing the essence of the new product.
Then came the internet. Accessing it was like opening a new portal to anything and everything, all in one click! In no time, every house had an internet connection, there were mobile devices that supported web browsing, soon came mobile applications. It was no longer just TV, Radio or the newspapers where a new product could be debuted. Internet revolutionised the advertisement industry. They had so many new channels and mediums to advertise their content.
It became an industry of its own and got called AdTech.
Advertising technology, or AdTech refers to the software and tools used to create, run, manage, measure and optimize digital advertising campaigns.
The two main actors in the ad world are, Advertiser & Publisher.
An advertiser is an entity that wants to showcase its product. The entity can be an established brand like Cadbury, Apple, Netflix or any small firm that wants to attract new business.
A publisher therefore, is the one that provides space for the advertiser to reach its audience. Newspapers, magazines, websites, mobile applications all acts as hosts to different advertisers.
Online advertising is an open ended playground. Interactive Advertising Bureau(IAB) is an organization that regulates the online advertising industry by setting necessary standards.
How does digital advertising work? How are ads sold and then shown acorss multiple channels? Through Real time bidding.
Real time bidding is the process of purchasing and selling digital space, through real-time auctions that happen in the milliseconds it takes for a website to load.
In RTB auctions, advertisers bid on individual impressions put forward from publishers. Bidding by advertisers is done using a demand-side platform, which then communicates with the published through a supply-side platform.
More on these babies in coming chapters. Toodles ~
