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Major Benefits of Buy-Side Platforms

January 20, 2015 by · Leave a Comment 

Buy-side platforms are very different from the usual ad buying experience, and a lot of newbies aren’t sure how to approach them because of it. These platforms have huge benefits to marketers of all sizes, especially when considering the benefits of real-time. Here are some of the major advantages that a buy-side platform can offer to you.

Wider Inventory

Google has only one network it draws from, which is quite large but still limited. Smaller networks of sites have plenty of inventory available, and buy-side platforms are able to draw from multiple networks to offer inventory to buyers. The expanded reach, coupled with micro-targeting, means you can precisely target segments of people rather than rely on interests and guess work.

Targeting

You can hyper target your efforts so that you zero in on the audience that is most receptive to your messaging. Instead of focusing on categories, and guessing at user intent, you can target actual statistics you know about your audience members. This makes it easy to sell products based on education level, job, salary, location and other factors that help increase conversions while decreasing spend.

Real-Time Data

Reporting, bidding and auctions are all performed in real-time. The inventory has already been sourced, and marketers set frequency caps that determine how often a particular user can see an ad within a 24 hour period. As a result, data accumulates quickly and marketers can make actionable adjustments immediately.

Bio: Ted Dhanik is the CEO and co-founder of engage:BDR. Ted Dhanik got his start with brands like MySpace and LowerMyBills in the early 2000s. You can find more tips on mobile and display advertising from Ted Dhanik and engage:BDR.

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