Things you MUST know about the Indian Ad-Tech ecosystem- its past, present & future!
We’ve already discussed what is Ad tech? Now, let’s jump into knowing this amazing technology inside-out.
Let’s Read about-
What was the past like?
What’s happening in the present?
What’s in-store for the future? below!
ADVERTISING IN THE 90’s AND EARLY 2000’s
Advertising was born in India in a time when India was still a British Colony and Advertising Technology premiered much later. Initially, the go-to method for advertising products and services by brands was largely in mediums like print, radio, then television. Marketing was limited to buying spaces on print mediums or slots for prime-time viewership. This was the age-old ‘spray and pray’ method, where marketers could only hope that their ad was shown to the right audience at the right time
Then came the internet boom, and closely following that came the Ad Tech industry! Just like with the rest of the world, India saw its first piece of ad tech in the 1990s. But it was only towards the late 90s that it actually started gathering moss, thanks to growing technology.
WHAT’S AD TECH LIKE TODAY?
Today, Advertising Technology is the go-to marketing tool for advertisers. A shift from mindlessly releasing ads to every single person out there, ad tech, today, helps advertisers isolate and communicate specifically with their potential customers, who have been filtered out from data.
Currently, marketers rely on many ad tech software and platforms for their advertising needs. Following are the top 5 parts of Ad Tech Ecosystem
- Demand Side Platforms (DSPs)
- Supply Side Platforms (SSPs)
- Ad Exchange
- Data Management Platforms (DMPs)
- Customer Data Platform (CDPs)
Demand Side Platforms (DSPs)
Demand Side Platforms (DSP) are software that are a boon for marketers AKA advertisers in the ad tech ecosystem. The institutions that provide these software, generally termed as publishers, provide platforms, known as ad inventories, from where advertisers can get their ads out to their key audiences.
They do not work like independent networks. For instance, when you invest in Google Display Network manager, you are purchasing impressions on Google publishers only. Same goes when you use Facebook Ads Manager. These software allow the publishers to purchase, analyse and manage ads across multiple networks, all under one roof. They generally use real-time bidding, and the auctions are completed in milliseconds
Supply Side Platforms (SSPs)
Unlike DMPs who serve advertisers, Supply Side Platform (SSPs) work the other way around. These platforms offer their services to publishers who are willing to sell ad inventory to make revenue from their applications or websites. Here, through many external platforms, the publisher uses SSPs to sell ad impressions rather than ad inventory. SSPs may integrate with technologies such as DSPs, Ad Exchanges and Ad Networks for this.
With the help of SSPs, publishes offer their clientele access to audiences, i.e. data, which is the actual gold at the end of this rainbow! The publishers can share information such as demographics, locations, behavioural patterns, etc. of website visitors. This can help advertise not only to segregate their audiences but also make the most of it
Imagine a marketplace where ad buyers and publishers meet, where publishers can auction off the surplus ad inventories to networks, Ad Exchanges are exactly that. Followed by this auction there is a secondary real-time bidding, where buyers then compete to acquire these surplus ad impressions. Their way of functioning is considered very similar to that of online stock trading platforms. Another perk here is that the buyers and the sellers also share data amongst themselves giving advertisers the advantage of segregating their audiences and targeting accordingly.
DATA MANAGEMENT PLATFORMS(DMP’s)
This elegant piece of software can enable its users to store, manage and analyse data about their audiences and ad campaigns. There is no buying and selling happening here, as in the cases of DSPs or SSPs. Instead, DMPs supply valuable data to these platforms, helping out both marketers and publishers at the same time as well. Advertisers can make effective ad purchases with the collaboration between DMPs and DSPs. These two platforms complement each other. i.e. the DMPs provide information that can help the DSPs direct and manage their ad purchases. In exchange, the DSPs receive data related to how the campaign had performed
Customer Data Platform (CDPs)
Similar to the DMPs, Customer Data Platforms also collects data from other systems and builds profiles. Unlike the DMPs, that helps improve ad targeting, a CDP gives you valuable insight into the journey of your existing customer database. This application can help you refine your targets and give them a more personalized experience. A CDP can also collect data from any and every system that comes into contact with customers, be it online or offline.
Coming back to advertising in current time, we are trying to market to an audience that has developed ad blindness, and in such a scenario it has become important to use innovative ways to bring attention to your product or service. It has become extremely critical that we deliver ads based on where the audience is at in right now and what they are doing, and ad technology helps exactly with that!
THE FUTURE IS INTELLIGENT
The future of advertising and ad tech is one that will be amazingly personal- giving importance to the audiences’ experience, will be automated and measurable beyond our current capabilities.
With the current progress in the technological front, advertisers will be able to get their hands on valuable data from new and intelligent sources with the help of AR, VR and AI. With this, we will witness the ad tech industry booming like never before.
Adobe’s Eadie suggest that for brands to successfully reach its audience over this sea of digital touchpoints, it is now more than important for them to advertise via a software-based approach!
Ad tech is definitely going to change the way marketers will make use of advertising. Only the future can unfold what it holds within, but the view from here looks very promising!