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How to Purchase Ad Traffic from a Buy-Side Platform

January 20, 2015 by · Leave a Comment 

Buy-side platforms and real-time bidding have completely revolutionized the world of mobile and desktop advertising. Real-time data helps marketers segment by more than interest, honing in on users based on specific qualities uncovered by competitive research. In addition, these platforms offer targeted traffic from multiple networks. The amount of inventory means that you need to approach your campaigns with a focus.

Fortunately, there is more than one way to purchase targeted traffic from one of these ad exchanges. Choosing the best route comes down to your budget, resources and knowledge.

Full-Service Solutions

Full-service options are for advertisers who either lack the resources to manage a campaign in-house, or have a budget that allows them money for scaling . The process begins with reviewing your competition and performing some analysis on your targets. You work with a team who helps formulate some realistic goals based on your campaigns, and then they take your ideas and optimize traffics sources based on the targets you are trying to reach.

There are two distinct advantages to this approach. The first is that you can set and forget your campaigns, focusing on other aspects that require your micro-management. The second is that you can take even a moderate amount of competitive analysis and turn it into something productive.

New comers to the scene tend to forego this approach because it has a high barrier for entry. It’s common for full-service solutions to require a deposit or an extended commitment. People in this category may prefer a more hands-on approach.

Buy-Side Platforms

Platforms that offer a buy-side option cater to individuals looking for a self-serve approach to advertising online. With this kind of setup, you set your budget and the interests that you want to target. Inventory is already broken down into categories, so you can select the qualities that best fit your audience and work on bidding for position. All data is fed to you in real-time as well, which differs substantially from the delay found in PPC platforms that may obscure reporting by up to a day.

The primary draw is the self-service nature, but don’t expect to get far without proper research on your side. These platforms rely on your input, and offer substantial traffic. If you leave your campaigns open to receiving too much traffic, your budget will spend too quickly and you will fail to accumulate actionable data. Buy-side platforms are also excellent for expanding campaigns that already work well, because you can use targeting data from other platforms to inform your efforts elsewhere.

Bio: For over ten years, Ted Dhanik has used display advertising to boost traffic for businesses. Ted Dhanik is the co-founder of engage:BDR, and is an active mentor at the startup accelerator Start Engine. Ted Dhanik publishes advice on how to utilize mobile and banner advertising to Ad Age and Venture Beat.

How Communities Help to Police Click Fraud on Desktop and Mobile

December 11, 2014 by · Leave a Comment 

Click fraud exists, and is fast becoming a widespread problem we should all be prepared to identify it if it happens. Click fraud is a community wide problem. It drives the costs of keywords higher than they should be, creates a false economy around poor performing keywords and costs all of us money. It also means that your market segments aren’t seeing the ads meant for them.

Mobile marketing relies heavily on location-based targeting, and so is susceptible to phony location data. Here, we look at how communities help address this problem by protecting themselves.

How Location Data Works

Locations on a smartphone are pinpointed in a number of ways. Some apps will ask for a user’s location address. Chrome on Android does this, and will use the phone’s GPS unit to pinpoint a user. Most of this location data is accurate up to 100 feet. It’s not easy for sites to spoof this data, but it would require them to send a request to your ad as though they were using a mobile device in the ZIP code you were targeting.

To be clear, this is a rare occurrence. What’s important is being able to understand what is happening to your campaigns. If this helps you rule out location fraud, all the better for you to concentrate on making your campaigns perform better.

The Importance of Location-Based Targeting

Location-specific advertising is supposed to generate users from specific zip codes. When advertisers notice their ads underperforming, it is possible that spoofing is to blame. Ad exchanges test these findings internally to help mitigate the damage of location-based fraud. In this way, ad exchanges preserve a level of trust based on factual reporting and a continued dialogue with the advertisers they work with.

It’s also possible to analyze clusters of devices that seem to be operating out of place. Location data is expected to travel, but not by great distances all that frequently. Searching for clusters helps root out devices that exhibit this rapid-fire movement, and eliminate click fraud.

Final Thoughts

Mobile click fraud is just as real as desktop click fraud, but ad exchanges remain the safest way to purchase traffic because of the safe guards put into place. Because of the testing and vigilance performed by these networks and their communities, ad exchanges are able to find and deal with these problems. The result is a secure network full of quality traffic.

Bio: Ted Dhanik is the CEO and co-founder of engage:BDR, which offers a buy-side platform where advertisers can purchase premium traffic. Ted Dhanik has a background in display advertising, having sold engaging advertising for LowerMyBills.com before founding engage:BDR. Ted Dhanik is based out of Los Angeles, California.

What is Programmatic Ad Buying?

November 17, 2014 by · Leave a Comment 

Programmatic ad buying is something you’ve probably been engaged with for years. It’s so second nature to you, that you often don’t consider the process that drives it. Understanding programmatic ad buying is a big advantage to advertisers. Knowledge is power, and you should know where your traffic comes from and how you can increase the quality of your ads based on that traffic.

Programmatic ad buying is a term that encompasses all forms of automated traffic, including highly targeted and hyper-local display advertising.

The Old Ways of Media Buying

When you wanted targeted traffic in the old days, you began with a list of websites that you thought would be good candidates. You then narrowed that list down to who you wanted to work with, then negotiated to fit your budget. Most of the time, you spread your budget to various publishers , securing only a small space on several websites. That’s an awful lot of work just to test a campaign, plus you need to maintain those relationships to keep your rates low and your partners happy. That’s also not counting research, which was harder to come by.

Programmatic ad buying simplifies this process.

The Role of Ad Exchanges

The biggest change that the Web has brought to the world of media buying is the creation of ad exchanges. When you purchase from an ad exchange, you may have the option to target based on demographics like interests or gender. Ad exchanges connect you directly to consumers that want to see your banner advertising for a small fee.

Evolving Ads

This direct traffic changes how we construct ads, and makes the process granular. Ad development is now a painstaking process of testing, where each potential variable is ironed out in search of the ideal formula. Once you have targeted the right kind of user, you can begin honing your message to increase response. All in a matter of days or weeks.

The process of buying media in today’s world is done at a scale that humans are incapable of. Buying from an ad exchange opens you up to a wider array of consumers, and offers you the chance to get new customers outside of your local area.

Bio: Ted Dhanik is a passionate thought leader in the direct marketing industry. Ted Dhanik has been working in banner advertising for more than ten years, branding companies like MySpace.com. For information on display advertising, contact Ted Dhanik.

Is Targeting Discriminatory?

October 17, 2014 by · Leave a Comment 

The mechanisms that marketers use have some controversial implications for users. The collection of data for the purposes of marketing has always been a practice under some scrutiny, but the Web presents new opportunities to track interactions that were not possible before. Discrimination isn’t just a matter of data collection, it’s also the improper targeting of display advertising. Both what customers see, and what they don’t see. If you’re careful, you can get around these challenges with thoughtful messaging and finely tuned targets.

Unintentional Consequences

Targeting has the wonderful benefit of putting you in touch with your audience. It hopefully increases your audience’s chances of engaging with an ad they find interesting, or at least one they are open to hearing. Where advertising fails, and becomes borderline problematic, is when that targeting is overzealous. When someone gets engaged on Facebook, it’s almost a running gag how quickly they begin seeing ads for wedding related services. The opportunity is obvious, but what’s not always apparent is the user experience. Paying close attention to what happens to the user is extremely important.

Exclusionary Targeting

What about the assumptions we make based off of the data we accumulate? Targeting based on demographic is a great way to cut costs, but it also excludes people that may or may not want to see your ads. Plus, when we exclude targets we also cut our traffic volume significantly. Quite literally, too many cuts will stall your campaigns.

Testing is the only method to get around this form of exclusionary targeting, to get at the meat of your audience.

Conclusions

The key takeaway is to break free of your bubble. Pay close attention to what your customers are actually doing, not just in Analytics. Review your landing pages, click on things, and actually look at what people see when they visit your banner advertising. The more conscious you are of their experience, the higher your chances of avoiding unsuccessful ad campaigns.

Bio: Ted Dhanik is the co-founder and CEO of engage:BDR. Through direct marketing on mobile and desktop, Ted Dhanik has helped businesses reach new market segments. Ted Dhanik offers advice through his blog, or at engage:BDR.

Engage: BDR Offers Ad Serving Technology

September 24, 2012 by · Leave a Comment 

Engage: BDR, an integrated-media advertising company that offers an extensive menu of marketing solutions, is also offering another highly-prized product: ad serving technology.

Ad serving technology has become a hot product in online media as advertisers realize that their ability to manage, deliver, and measure the performance of their ads can have a major impact on how much money they make from their online content.

Blink New Media, engage: BDR’s global ad serving solution is proving just how important ad serving technology is to top affiliate marketers and performance advertisers by offering technology built from the point of view of a direct response advertiser. This means advertisers have access to tools and reporting interfaces designed with performance in mind.

When it comes to reviewing performance, Blink New Media offers a wide variety of tools, including real-time reporting, conversion/revenue stats, hourly statistics, unique click tracking, and third party click macro support. According to the company, these tools make it easier for advertisers to view data in the most flexible way.

In addition to offering granular data in various forms, Blink New Media also boasts the ability to deliver impressions with the lowest latency. How? By using multiple data centers around the world. Other services include ad trafficking, multiple-pane or container ads, a built-in Akamai CDN, in-house tech support, and complete creative control. Through Blink New Media, advertisers have the ability to create multiple ads, create logins for employees or publishers, and access rich media such as in-banner video ads and Flash.

About engage: BDR: Founded in 2007, engage: BDR is run by a team of online media experts, including co-founder and CEO Ted Dhanik. Dhanik serves as the company’s President and Executive Vice President of Business Development. He is responsible for managing strategic marketing, sales and business development, client relationship management, and content acquisition. To learn more about engage: BDR, Blink New Media, or Ted Dhanik, please visit:

The Many Hats of Ted Dhanik, Co-founder of engage: BDR

August 24, 2012 by · Leave a Comment 

As co-founder of an online display, video, and mobile advertising network, it’s safe to assume that Ted Dhanik has a lot on his plate. Along with fellow founder and COO Kurtis Rintala, Dhanik launched engage: BDR in 2007, and has since then been serving as the firm’s President and Executive Vice President of Business Development. And just what does this role entail? Let’s just say he wears more than one hat on any given day at the office.

Under his leadership, Dhanik is responsible for managing several departments; He oversees the strategic marketing department, an area he’s particularly gifted in; he manages the sales and business development side of the firm, another specialty of this multi-talented entrepreneur; and he’s got the last word on client relationship management and content acquisition – that’s four hats! So, how did he acquire his many talents? Every story has a beginning.

After earning a bachelor’s degree in Business Administration and Marketing from California State University at Hayward, Dhanik began his career in sales. After only one year, he became director of business development at Xoriant Corporation, and was quickly recruited by LowerMyBills.com, where he became manager of business development. While there, he successfully built and launched the firm’s home equity product.

At this point in his career, Dhanik’s portfolio was so impressive that he landed a job as VP of Fun and Strategic Marketing at MySpace.com — before it was big. While at MySpace.com, Dhanik worked his marketing magic and developed strategic strategies responsible for launching the company during its infancy. He enjoyed working at MySpace for five years before starting his own company, engage: BDR, in 2007.

To learn more about Ted Dhanik, please visit:

Online Marketing Guru Ted Dhanik

May 25, 2012 by · Leave a Comment 

As comfortable leading strategic marketing as he is heading business development and sales, this online marketing guru is passionate about building startups, including one of his own, engage: BDR.

After graduating with a bachelor’s degree in Business Administration and Marketing from California State University at Hayward, Ted Dhanik has spent much of his career successfully helping companies build, launch, and market their brands and products both on- and offline. With more than 15 years of experience in the online marketing and new media industries, Dhanik has held senior positions in many major web companies, including MySpace.com, LowerMyBills.com, and Nextag.com.

During what he considers a “fun ride,” Dhanik worked at MySpace.com for five years developing strategic marketing plans, one of which was responsible for launching the company in its infancy in all major markets. While at MySpace, he also developed several major brands, including the MySpace Celebrity concept.

At LowerMyBills.com, the online marketing guru created and launched the firm’s home equity product. He was also the reason the company’s poorest performing product grew from $2 million a year to north of $50 million in the first year. Before LMB, Dhanik worked in business development at Nextag.com, where he helped the company grow into an industry heavyweight competing with companies like Lending Tree.

When it comes to online marketing, there really isn’t much Dhanik can’t do. Which is why, in 2007, Dhanik co-founded engage: BDR, a top-tier online display, video and mobile advertising network in West Hollywood, California. He currently serves as the president of the company and vice president of business development, overseeing (what else?) his specialties: strategic marketing, sales and business development, client relationship management, and content acquisition.

In May 2012, engage: BDR celebrated the launch of a new product, a real-time bidding platform called First Impression. The new product brings to the industry the first platform of its kind to allow advertisers to purchase inventory directly from publishers within the firm’s network, instead of participating in ad exchanges. To learn more about Ted Dhanik or engage: BDR, please see the following links:

The Advantages of Landing Page Design

March 22, 2012 by · Leave a Comment 

There are many benefits to landing page design. In fact, it is an important part of an internet marketing campaign. Consider this scenario: Your site might be experiencing high rankings in the search engine results page. Your site might even be experiencing a fair amount of traffic. While this news should be positive information, one thing isn’t adding up: Conversations. Although users might be coming to your site, they are not staying long enough to purchase your products, download information, or complete an online form. The answer to this problem is proper landing page design and optimization. Here are the following benefits from landing page design:

Speaking to your audience in their language: Prospects end up on your landing page because of a certain keyword, whether they used a search engine, or clicked on a PPC campaign. Designing a proper landing page gives you the opportunity to use specific keywords tailored to your target audience. You can also design several landing pages that focus on different keywords or difference sources of traffic. Appealing to your target audience with the right keywords will increase new customers and the percentage of conversions.

Flexibility: Unlike home pages that must remain constant with content and brand information, landing pages can be modified; in fact, they are easy to modify. Change landing page design and content according to the needs and requirements of people visiting your site.

Monitoring the effects of the campaign: Landing pages make it easy for site owners to measure the effects of their promotion campaigns. You can easily identify which campaign produces the most traffic. According to these results, you can spend more on the better campaigns and less, or drop the poor campaigns. This approach can help to save money and bring in quality traffic to your site.

Increases conversion rates: A landing page has the power to affect conversion rates, the goal of any internet marketing campaign. A well-designed landing page should feature content that is tailored to your audience.

Submit Express offers premium landing page design and optimization services for all types of businesses. Take advantage of our services to boost your conversation rates and improve your bottom line.

Email Marketing Software Gets Your Message Out

September 11, 2011 by · Leave a Comment 

Email marketing has become the standard in advertisement for advanced businesses. This form of direct marketing depends on electronic mail as a means of delivery. This email includes commercial, business, or fundraising information to a customer or potential customer. The purpose of these emails is to improve the relationship between the business and the customer and enhance loyalty. Email marketing has proven to be very successful and is ranked as the number 2 form of effective online marketing tactic, behind search marketing. News letter templates are a popular form of advertisement that includes upcoming events and the release of new products. These may also include various offers and coupons. Templates are available as a tool to help set up these templates. These templates help customize newsletters and postcards and include the option to personalize the images, fonts, formatting, and include the company logo. Setting up these templates is easy to do and are professionally designed so that your finished product will look polished—all you have to do is insert the text and images.   

 Email marketing software helps you get the positive results you want and increase sales. By including newsletters, interaction and engagement with customers is much easier. Email marketing is powerful because more than half of internet users check and/or send emails every day. There is no denying that email has become the go to method for digital marketers. If you are considering working with email marketing software, there are trial offers that allow a free marketing account for up to 100 subscribers.

The Best Strategies in Email Marketing

May 23, 2011 by · Leave a Comment 

There’s no doubt that email marketing strategies can help you increase the profitability of your business by not only directing them to your websites, but also by playing a key role in website conversion rate (how many visitors to your website were converted into customers).

Apart from having the best email marketing software that delivers from the technology end, the strategies that you use to bring interested customers to your websites are just as important. Here are a few strategies that that can be used to your advantage:

Strategy #1: An eye-catching headline

Creating an excellent headline is one of the best ways to arouse the curiosity of your subscribers to read the entire email, and if possible, visit your website to buy the product.

Strategy #2: Great content

Detailing how good your product is or even writing a long newsletter could put your subscribers to sleep. Try to keep it to at least two paragraphs and, better still, give them free gifts, techniques, and tips to gain their trust so that they will spend money on your product.  One important thing to keep in mind is to write the content out in such a way that implies that they are losing out on a product that you are gaining from.

Strategy #3: Email template

Varying the email or newsletter template from time to time is not a good idea because customers will think that you are playing around with them. It is important to choose the best from the list of newsletter templates that your email marketing software offers you and stick with that template for a long time.