Ad delivery is the process of delivering digital advertisements to target audiences through various channels, such as websites, mobile apps, etc. Advertisers use ad delivery platforms to streamline the process and ensure that their ads are being displayed to the right users.
Ad delivery refers to the mechanism through which digital ads are served to users. This is a multiple step process that involves several aspects and requires a lot of planning. It starts with selecting the right ad and ends with ensuring that it is delivered to the user at the right time and in the right format. The ultimate goal of ad delivery is to show relevant advertisements to users who are most likely to show interest and take the required action.
How Ad Delivery Works
When a user visits a certain website, a request is sent to the publisher’s server for an ad. In response to this, the server sends a code to the browser, informing about where the main website content can be found and how ads are to be added to the page. Here, it is important that the website supports HTML5 and VAST tags for it to be able to communicate with the servers. Once the content for the page has been fetched, another request is sent to the publisher’s server for a relevant ad. The server selects the right ad and sends the ad tag back. The ad tag is loaded on the page and a ad retrieval request is sent to the advertiser’s ad server.
What Is An Ad Delivery Platform?
An ad delivery platform is an online solution that combines a number of advanced features and capabilities that advertisers require to create successful digital ad campaigns. The ad delivery platform provides the tools needed to create rich media, video, interactive, and various other kinds of ad units, and generates a universally compatible ad tag that can be used to serve the ad across the internet. Other features of an ad delivery platform include real-time tracking and monitoring of an ad’s performance metrics, allowing advertisers to make changes in real-time to optimize the performance of the ad. These platforms also offer access to multiple ad formats that you can use to create engaging ad experiences and there is no need to have any technical knowledge.
Benefits Offered by Ad Delivery Platforms
Some of the key advantages of using ad delivery of creation platforms include:
Reduced Time and Effort
This is one of the most important advantages that you get from using ad delivery platforms. You can save significant amounts of time and effort that would otherwise be involved in the ad creation and delivery process. These platforms allow you to automate the ad production process, scaling, and variation creation, which means that you will not need a dedicated team spending hours on building creatives and multiple versions of each creative for your digital ad campaigns.
Improved Engagement
There is no need for you to be a technical expert or for you to know coding for using ad delivery platforms to create ad units in any number of sizes and formats. These platforms allow you to add interactive elements, rich media elements, gaming features, polls, and much more to build ads that can successfully engage your target audience. Additionally, through the platform, you will also have access to real-time analytics and reporting features, which you can use to track how your campaign is performing. To ensure success and improved engagement, you can also make changes to the live campaign based on the analytics and reports.
Personalization Options
Personalization has become key to engaging and attracting potential customers. Today, audiences do not care about generic ads. They need personalization in everything, from the ads they see to the services they receive. Using an ad delivery platform makes it easy for advertisers to personalize their ads using features such as Dynamic Creative Optimization, which allows you to create several versions of the same ad creative automatically in real-time, based on who the ad is being served to. You can keep the creative elements, language used, message, CTA, etc. dynamic, based on user demographics.
With so many options available today, it is important to put in due research before choosing an ad creation and delivery platform.
