By Iryna Kozirevych
At Attekmi, we do not simply offer effective ad exchange solutions – we strive to help you maximize their performance. Therefore, we have prepared for you six recommendations on how to scale and optimize your ad exchange and reach the best results possible. Keep reading to learn more.
6 Strategies for Scaling and Optimizing Your Ad Exchange Platform
Introducing six powerful strategies specifically designed to scale your ad exchange platform. These proven techniques 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
When the common question of how to scale an advertising platform arises, not many people think about 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 to the scene to remove latency associated with client-side header bidding. For this, almost every big publisher integrates Prebid with their ad server. Why? Because 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.
Trade Universally with VAST to All Connection
With the rise of mobile consumption, mobile video ads have become a pivotal component in reaching and engaging audiences effectively. 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. Trading within the same connection type – RTB to RTB or VAST to VAST is a long-established practice but it can create limitations.
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.
Give Your Demand the Right Traffic with a QPS Adapter Filter
Right traffic is important for every digital marketing campaign, and your digital advertising platform can help your demand partners obtain only those kinds of traffic they are looking for. 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 parameters can matter a lot, and your demand partners bid on certain traffic types during the media buying. 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: 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, 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 t 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 that were never addressed through different advertising channels.
Audio digital marketing campaigns are poised 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). It is effective and it doesn’t get caught by ad blockers (just like native advertising).
How does it work and why is it important? 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 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. These days 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 payrolls, 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 the profit from this relation. 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. If not, they are in charge of platform auction settings to change anything, preventing getting more. This way, they optimize the performance of your platform and help you maximize income.
Our Attekmi team can select and 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 at a breakneck pace, incorporating cutting-edge solutions becomes paramount for scaling strategies for advertising platforms.
By embracing innovative technologies, you can revolutionize operational efficiency, streamline intricate 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, ensuring a secure advertising environment. Leveraging these advancements propels platform growth and scalability in ad exchange platforms. Note that we continuously upgrade our solutions with new features to help your solution remain effective and competitive.
Consider Attekmi Your Trusted Partner
At Attekmi, we aim to help you maximize the performance of your solution, whether it is AdEx Basic, AdEx Plus, or White Label Ad Exchange. Therefore, we regularly release new features, provide outstaffing Ad Ops services, and deliver impeccable customer support.
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.
Does Attekmi look like the right choice to you? Let’s get in touch.
FAQ
What are scaling techniques for ad exchange platforms?
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.
What role does technology play in scaling an ad exchange platform?
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.
What are the best practices for managing a scaled ad exchange platform?
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.