The most sophisticated advertisers leverage the right tools to find and reach their customers, measure the outcomes, and feed the data back to power further optimization.
Individually, there are compelling reasons to use an ad server, demand-side platform (DSP), and enterprise search management tool. Together, an advertiser can significantly enhance their marketing strategy, streamline operations, and drive greater return on investment (ROI).
Let’s explore these tools and how they work together.
The Role of an Ad Server
An ad server is a crucial tool for managing, delivering, and tracking digital advertisements. It allows advertisers to:
- Scalability: Store and serve ads across multiple platforms, publishers, partners, and devices from a centralized location
- Decrease time needed for simple actions such as creative refreshes for media partners
- Source of Truth: Provide a single controlling metric across channel partners, paying for verified impressions or clicks as opposed to relying on partner reporting
- Improved Measurement: Provide de-duplicated conversions across all tagged media for un-siloed, better performance analysis
- Quality Control: Maintain control over ad placements and ensure brand safety adherence
- Fast Insight: Consolidated reporting for real-time decision making
By using an ad server, organizations can centralize their ad operations and make data-driven decisions to maximize both workflow and media efficiency.
Why Use a Demand-Side Platform (DSP)?
A demand-side platform (DSP) is an enterprise-level buying tool that enables advertisers to buy ads programmatically across the open exchanges, private deals direct with publishers, ad formats, channels (video, display, audio, digital out-of-home, etc.), and devices (mobile, CTV, desktop, tablet). All this is optimized via AI bid strategies towards their goals. Benefits of a DSP include:
- Scalability: Access and optimize across a vast array of publishers, inventory sources, formats, and channels from a single platform thereby improving overall performance
- Better Control: Tight budgets with more accuracy through multi-level spend management, ad scheduling, and pacing features
- Precision Targeting: Enhance standard and premium buys with layered first- and third-party audience targeting, contextual signals, and more
- Improved Performance: Consolidating management of your channels and full-funnel media strategy allows for platform algorithms to better account for each channel and funnel phase
With a DSP, organizations can execute precise, data-driven ad campaigns at scale while maximizing return on investment.
The Power of an Enterprise Search Management Tool
An enterprise search management tool brings multiple engine accounts under one roof, streamlining both campaign management and algorithmic performance. Key advantages include:
- Cross-Platform Management
- Workflow Improvement: One unified location to manage campaigns and report performance across multiple search platforms
- Increased Efficiency: Algorithmic bid strategies that optimize across search platforms
- Budget Management: Ease of reporting and movement of dollars across search platforms
- Inventory Feed Management: Integrate inventory feeds to maximize product reach within supported publisher ad space
An enterprise search management tool streamlines digital discovery, empowering organizations to optimize campaigns and budgets across platforms for maximum efficiency and reach.
How These Tools Work Together
Using an ad server, DSP, and enterprise search management tool in conjunction creates a holistic, data-driven advertising strategy, especially when situated within a single tech stack. Here’s how:
- Improved Attribution: De-duplicated and more accurate modeling to better understand campaign interaction and overall impact. Most importantly, it drives stronger optimization.
- Stronger Optimization: The above is applied within a platform for effective, algorithmic, AI-driven optimization.
- Increased Opportunity: Consistent, de-duplicated data collection creates new avenues for advanced analysis and activation. Higher degree of confidence to take your first-party data, enrich it through advanced modeling, and pipe the output back into the buying platforms for even greater optimization power.
- Audience Sharing: Ability to share audiences across platforms without data loss; unified Identity Graphs within single tech stacks.
In fact, 68 percent of advertisers say using a single tech stack drives better business results than picking and choosing tools that do not share data as seamlessly.
InfoTrust: Your Partner in Digital Advertising Success
At InfoTrust, we specialize in helping organizations navigate the complexities of digital advertising and analytics. Our expertise in Google Marketing Platform (GMP) solutions, including Google Campaign Manager 360 (CM360), Display & Video 360 (DV360), and Search Ads 360 (SA360), ensures that you have the right tools and strategy in place to maximize your digital marketing efforts.
By partnering with InfoTrust, you gain access to:
- Industry-leading expertise in platform implementation
- Advanced data enablement strategies for your business
- Data-driven insights to optimize your digital marketing investments
Conclusion
Investing in an ad server, DSP, and enterprise search management tool is essential for any enterprise looking to streamline digital advertising efforts and drive measurable results. By leveraging these tools together, businesses can optimize ad spend, streamline workflows, and improve performance. To stay ahead in the evolving AI-driven, digital landscape, consider partnering with InfoTrust to implement and enable these powerful marketing tools.
