By Iryna Kozirevych
The programmatic advertising industry keeps growing. Thus, in 2024, global programmatic ad spend reached almost $600 billion. By 2028, this figure is forecasted to approach $800 billion.
As a result, the number of industry participants is growing as well, along with the demand for white label solutions. However, getting a white label platform is not enough. To keep it competitive and profitable, you need to ensure its seamless optimization.
At Attekmi, we do not simply offer effective ad exchange solutions – we strive to help you maximize their performance. If you're wondering how to choose the best ad exchange, it's important to focus not just on features, but also on long-term scalability and optimization.
Operating in the industry since 2018, our team has a deep knowledge of all the scaling and ad exchange optimization nuances. Therefore, we have prepared for you a set of recommendations on how to make the most of your ad exchange platform.
Key Takeaways:
Integrate Prebid S2S to reduce latency and attract more demand.
Support VAST ↔ RTB connections to expand deal flexibility.
Use QPS Adapter Filters to route traffic by GEO, device, OS, and security.
Implement fraud detection tools (e.g., MediaTrust, Pixalate) for traffic quality.
Adopt audio ads as a fast-growing format.
Leverage outstaff Ad Ops experts for scaling and efficient account management.
Ad exchange optimization: 7 strategies to boost performance and growth
Introducing seven powerful recommendations designed specifically to scale your platform. These proven strategies for ad exchange optimization will empower you to expand your platform’s reach, increase revenue, and unlock new opportunities in the competitive advertising landscape.
Fetch more demand with Prebid Server to Server integration
So, how to scale white label ad exchange? The first step that you can take is Prebid server-to-server integration. As you might know, the Prebid server has been used in digital advertising for a while now, namely in header bidding auctions. Prebid server technology popped up on the scene to remove the latency associated with client-side header bidding. For this, almost every big publisher integrates Prebid with their ad server. Why? Prebid can drive additional demand from leading ad exchanges in real time, straight to the ad server (in your case, it will be your ad exchange).
When you have integration configured, your solution from Attekmi will send requests to the Prebid server of your demand partners. In turn, bid requests will then be sent to all bidders. After this, bids will return from bidders to the Prebid server. Information about the auction winner will be sent back by the Prebid server to your platform. With a Prebid server, you will increase the number of partners and thus, the number of digital marketing campaigns on your platform. As a result, your income will grow.
Trade universally with VAST to All connection
The number of smartphone users keeps growing continuously, so mobile ads have become a crucial component in reaching and engaging audiences effectively. Video ads are considered especially important since they are effective in terms of drawing attention.
Your ad exchange from Attekmi is unique because it enables you to trade universally via VAST to RTB, RTB to VAST, and VAST to All connections. Media trading within the same connection type (RTB to RTB or VAST to VAST) is a long-established practice, but it can create limitations. With an ad exchange from Attekmi, you can forget about this challenge.
When you choose VAST to All in your setting, that means you enable media trading between all connections – VAST to VAST, VAST to RTB, RTB to VAST, RTB to RTB. When you configure connection types, you step out of major digital advertising limitations – this way, all connection types will speak the same language. Thus, there will be more chances for your platform to strike deals between different partners, which will have a positive impact on your media trading income.
Give your demand the right traffic with a QPS Adapter Filter
Right traffic is important for every digital marketing campaign, and your advertising platform can help your demand partners obtain only the kinds of traffic they are looking for and, as a result, ensure effective programmatic ad exchange optimization. With the QPS Adapter turned on, your platform will continuously analyze the traffic that each DSP bids on to send more of such traffic toward it.
Country, size, device type, secure/non-secure, connection type, OS – all these traffic optimization parameters can matter a lot, and your demand partners bid on certain traffic types during the media buying process. The QPS Adapter filter can interpret what each DSP seeks according to these parameters. Then it will send more of such traffic toward each DSP. Some small fraction of traffic will still be sent unsorted so that the adapter can learn new parameters to stay updated when something changes.
Protect your marketplace with scanners
Digital advertising loses billions of dollars yearly because of fraud. For instance, in 2022, the total cost of ad fraud reached more than $80 billion. Impression and click bots and botnets, domain spoofing, and install hijacking – these are not making the full list of possible threats. To help you fraud-proof the system and optimize ad exchange, we provide you with the opportunity to integrate traffic and demand scanners. Here are some of them:
MediaTrust (TMT). Specifically created for creatives. It will run the responses through MediaTrust whitelists and deliver their CrIDs for further checking (if they are not found). Works well for banners and native advertising creatives.
Forensiq. Forensiq scanner spots SIVT & GIVT fraud. It monitors traffic and compares it to its own fraud score scale.
Protected Media. Use this scanner to scan traffic on SSP endpoints on your platform. It also detects fraud on both pre- and post-bid levels and works well for verifying display, video, and CTV traffic.
Pixalate. This scanner works both pre-bid and post-bid. A very good fit for digital advertising, especially if we talk about scanning in-app, display, video, CTV, and OTT traffic.
GeoEdge. This is a demand scanner that wraps every SSP response in <header> and <footer> tags to stop redirecting creatives.
ClearTrust (Botman). This one protects the marketplace from GIVT & SIVT on both pre- and post-bid levels.
HUMAN Security (WhiteOps). This scanner is known for its ability to find the sources of invalid traffic and prevent it on a pre-bid basis. Works well for desktop, mobile, and CTV environments. Protecting your platform from fraudulent activities, including human traffic bots, is essential to maintain the integrity and trustworthiness of your ad network.
Embrace audio ad formats
Programmatic audio has inherited all the best capabilities from programmatic digital advertising, since with this format, advertisers can reach the right audience and increase brand awareness. However, it also brought in new advantages – in this medium, brands can find new customers and users who were never addressed through other advertising channels.
Audio digital marketing campaigns are forecasted to grow exponentially as these formats can perfectly elevate brand awareness and enhance brand identity. What makes it useful for advertisers is that the ad content doesn’t compete with other banners for user attention (like on the web page). Besides, audio ads are harder to block, which is a great benefit.
Your Attekmi solution supports audio ads, which means that you can configure supply and demand endpoints to benefit from the audio format in your marketplace.
Streamline your advertising operations with outstaffed professionals
These days, companies either outsource Ad Ops or outstaff professionals for a wide range of functions: marketing services and social media management, maintaining an ad server, etc. However, if you have your own ad exchange, outstaffing Ad Ops and account managers can be especially beneficial. Outstaffing becomes a sure way to access rare AdTech talent instantly while getting rid of exhausting labor-keeping hardships (screening, hiring, educating, testing, dealing with payroll, sick leaves, and taxation).
Outstaffed Ad Ops and account managers can optimize ad performance, strategy, flow, and execution of advertising campaigns. As well, they can troubleshoot problems on your platform, grow your business while it scales up, and focus on communication with supply and demand partners to maximize profit. Their daily routines include stats analysis, checking the bidding trends, trade anomalies findings, and fixes, of course. So they work closely with the numbers and analytics to understand if supply and demand are appropriately connected to get the highest result. This way, they improve ad exchange performance and help you maximize income.
Our Attekmi team can train the AdTech professionals specifically for your business needs and requirements. We will also support and educate them while they are working as a part of your team.
Leveraging technology for scaling and expanding the platform
As the industry continues to evolve (and this evolution never stops), incorporating cutting-edge solutions becomes a priority for scaling and improving strategies for advertising platforms.
By embracing innovative technologies, you can revolutionize operational efficiency, streamline complex processes, and effectively cater to an expanding clientele. From automated campaign management to AI-driven targeting and robust analytics, harnessing the potential of advanced tools empowers you to optimize performance, deliver laser-focused results, and gain a competitive edge. Stay at the forefront of the advertising landscape by embracing technology and unlock unprecedented increased potential for growing your ad exchange platform.
Moreover, automation streamlines tasks, freeing up time for strategic decision-making. AI enables targeted and personalized ads, enhancing campaign performance. Machine learning optimizes campaigns in real time for maximum results. These technologies also aid in fraud detection and prevention, ensuring a secure advertising environment. Leveraging these advancements ensures seamless platform growth. Note that we continuously upgrade our solutions with new features to help your solution remain effective and competitive.
Set up scheduled reports
Effective scaling and ad exchange optimization require continuous analysis of the platform performance. With, for instance, AdEx Enterprise from Attekmi, this task is simple to deal with. First of all, it is equipped with an extensive Analytics Dashboard, which makes it easy to keep an eye on the media trading processes. Secondly, the Alerts functionality will immediately notify you if something goes wrong, so you will be able to react on time. Thirdly, the solution supports the Scheduled Reports feature, which enables you to plan your reports and receive them directly to your email inbox.
Attekmi: from strategy to scalable ad exchange growth
At Attekmi, we aim to help you maximize the performance of your solution. Therefore, we regularly release new features, provide outstaffing Ad Ops services, and deliver impeccable customer support. Besides, our range of ad exchange solutions is able to meet any needs:
AdEx Basic: an entry-level ad exchange platform with basic functionalities, a perfect choice for those only entering the industry.
AdEx Plus: an enhanced version of AdEx Basic for those looking for additional functionalities and certain scalability opportunities.
AdEx Enterprise: a platform with advanced functionality and an ultimately scalable nature designed for those businesses that plan to grow operations across diverse regions.
White Label Ad Exchange: a fully customizable platform, from UI personalization to custom on-request feature development. The right choice for those who want to enter the market on their own terms.
However, that’s not all. If you need a custom AdTech solution (for instance, a DSP platform), our experienced and skilled team is ready to build it according to your requirements. Additionally, we offer AdTech and Ad Ops team training services to help you enhance your skills and gain new knowledge.
Conclusion
Now you know how to optimize ad exchange: this involves adopting emerging formats, ensuring that your demand receives the right traffic, leveraging the technology, and so on. Remember that optimization is a continuous process. You need to monitor the performance of your platform, as this will enable you to fine-tune your strategy promptly and reach the desired results more effectively.
Besides, remember that our Attekmi team regularly introduces new ad exchange features to help you drive media trading income more effectively and ensure your solution’s competitive advantage. Therefore, keep an eye on our news – we will keep you posted regarding the updates and help make the most of new functionalities.
Are you ready to reach new heights? Contact us and choose your perfect ad exchange platform.
FAQ
Key factors for scaling strategies for ad exchange include infrastructure readiness, attracting quality advertisers and publishers, optimizing platform performance, ensuring regulatory compliance, and establishing effective monetization strategies.
Technology plays a crucial role in scaling ad exchange platforms. It enables efficient management of increased traffic and data volume, automates processes, enhances targeting capabilities, and optimizes campaign performance. Leveraging advanced technology ensures scalability, improves operational efficiency and drives growth in the competitive ad exchange industry.
Best practices for managing a scaled platform include establishing clear communication channels with clients, implementing robust campaign tracking and reporting mechanisms, optimizing operational workflows, investing in ongoing training and support for staff, and staying updated with industry trends and technologies.
CTV and audio formats are currently on the rise, while the demand for digital out-of-home advertising is growing as well. Adopting them can help you attract more demand and supply partners, which will enable you to drive greater media trading income.
