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Grow Campaigns Like a Pro with Buy-Side Platforms

February 27, 2015 by · Leave a Comment 

The fastest way to let a good campaign go bad is to rely on a single source of traffic. Your creative will go stale faster, your brand will become diluted as your ads are shown repeatedly, and your messaging will lose its effectiveness. A buy side platform offers marketers the opportunity to avoid this pitfall. Buy-side systems offer a wide range of traffic from a variety of sites. This means new visits and a wider pool of inventory to bid on.

The pros aren’t relying on Google, they are seeking greater volumes of traffic from other sources. Here is the insider scoop on what you need to know.

The Impact of Real-Time

Buy-side platforms manage everything they do in real-time, meaning your ad is live the moment it is declared live. This also means that you begin accumulating data immediately, and that you can make changes as you uncover results and new information. There is no delay in reporting, so you’re aware of what customers are doing as it happens.

Without that delay, you have greater control over your campaigns and can stop spending before your budget gets out of control. You can also see which experiments are working and increase bids to test how effective your changes really are.

Segmenting Traffic

Buy-side platforms offer targeting that is far more granular than what is available on AdWords. These platforms allow marketers to micro-target by location, cell phone provider, Web browser, and other data points for accurate targeting. This is especially helpful for offers that work better on certain browsers or devices, or offers that are hyper-localized to a very specific region.

Targeting is extremely precise, so you can shave unnecessary spend from your more successful campaigns and manage higher profit margins than networks that rely simply on interest-based targeting.

Total Control

A buy-side platform offers marketers more control over the tests they run and how their money is spent. You make the decisions on which keywords receive high bids, you study the data and you create the experiments. That control also allows you to make decisions others might not, like following a hunch based on data you have. Having control over your campaigns, and retaining the ability to change them in real-time, helps you adapt to trends as they change.

Buy-side platforms are extremely effective for marketers who have a thorough grasp of their target audience and the willingness to bid competitively.

Bio: Ted Dhanik is the CEO of engage:BDR, a digital advertising company based out of Los Angeles. Ted Dhanik is an active mentor in Start Engine, and his writing is featured in AdAge and Venture Beat. Learn more about Ted Dhanik at the website of engage:BDR.

Promoting Web technology in developing countries

February 17, 2015 by · Leave a Comment 

Providing content for non-English language users have been a bigger problem for many Internet companies. This problem is more visible in India than any other place in the world. China is taking concrete measures to combat the issue. The number of Internet users in India is expected to grow to more than 500 million users in the near future and more than 300 million of them will be non-English users.

Mozilla that controls the open source browser, Firefox notice the need to create content in other than English. It is using India as a test case and developing software using local languages for Firefox based smartphones. Indian e-commerce giant Snapdeal.com is introducing Hindi and Tamil versions of it. They are two main languages used in India. Indian government is also investing heavily to make broadband available to more Indians and planning to spend more than $18 billion. The government expects to connect more than 250,000 villages to the Internet by 2016. Even with the government support it will be up to the private companies to make the Web available in local languages. It will not only benefit them but also helps to strengthens Web technology all throughout the vast and diverse India.