GUIDES
by Roman Vrublivskyi
Posted on Apr 18, 2023
Maximizing Your Ad Operations Efficiency: The Benefits of a White Label Ad Exchange
by Roman Vrublivskyi
by Roman Vrublivskyi
Advertising operations can raise many questions because the term doesn’t come up very often in conversations about programmatic advertising. That’s why some people may be discouraged by this word combination. But don’t worry, you already know everything about it; you’ve just probably never thought about the term and purposes of advertising operations.
In this article, we will examine what advertising operations are from a programmatic point of view and how the White Label advertising exchange can affect and improve them.
The Ad Operations department, commonly called Ad Ops, is the most important in the advertising industry and is responsible for managing and executing online advertising campaigns. Ad Ops teams work behind the scenes to ensure that online ads are accurately and effectively delivered and displayed to the target audience.
Key responsibilities of the Ad Ops team include ad traffic optimization, inventory management, campaign performance monitoring and reporting, and technical problem resolution. Ad Ops teams work closely with various stakeholders, including advertisers, publishers, and creative teams, to ensure campaigns run smoothly and achieve the desired results.
With the growth of programmatic advertising and the use of sophisticated advertising technology, Ad Ops’ work is becoming increasingly complex. It requires various skills, including technical expertise, data analysis, and project management. The role of Ad Ops is critical to ensuring ad campaigns run efficiently and effectively, providing maximum ROI for advertisers and publishers.
By the way, tracking the ad efficiency is impossible without eCPM (effective cost per mile) calculation. Learn about how to calculate eCPM.
Digital Ad Operations, also known as Digital Ad Ops, are the process of managing and running digital advertising campaigns on various platforms such as websites, mobile apps, and social media.
Digital Ad Operations encompass several key aspects: ad trading, ad targeting, ad optimization, ad inventory management, ad creative management, reporting and analytics, and ad fraud prevention.
Overall, working with digital advertising is a complex and multifaceted process that requires expertise in various areas, including technology, data analysis, and project management, to ensure effective and efficient advertising campaigns.
At the same time, not every company can afford to maintain an in-house team to handle these complex operations. Suppose you want to simplify your advertising operations and bypass the challenges of building an advertising platform from scratch; choose a White Label Ad Exchange solution like SmartHub. In that case, it saves the necessary resources and time to build the platform, design, license, and install integrations.
White Label allows you to create an open, private-label marketplace that an enterprise can launch in less than a month. With this platform, you can raise your media buying standards and earn more from affiliate traffic. The operational advertising process, such as managing the platform, is provided by our team.
The SmartHub solution will be included as a comprehensive service concept — our technicians will install the RTB-connected platform with core modules and provide you with manuals, guides, and ongoing advice on usage, optimization, and performance (via video call). As a result, this technology will greatly simplify your work with online advertising.
Digital Ad Ops is crucial in improving ad exchange efficiency by ensuring ad campaigns run efficiently and effectively. Ad operations with SmartHub can greatly simplify ad campaigns, increase media trading efficiency and save the platform owner from potential technical issues.
It is important that your ad operations team has all the tools it needs to maximize revenue from your advertising platform.
The ad server is the core of the ad exchange, and it keeps things running smoothly: it organizes ad impressions and rendering, ensures delivery speed and ad consistency, and supports auctions, reports, and many other ad operations.
A well-managed ad server guarantees a stable ad exchange and flawless rendering of creatives. One of the most important tasks of your ad exchange is to ensure that the servers are running at all times.
For example, when the number of incoming QPS exceeds the limit on the White Label ad exchange (SmartHub), the system automatically notifies the administrator so that they can prevent server overload and change the QPS plan.
In addition, we’ve recently added a QPS adapter, which allows you to properly distribute traffic and direct it to the right DSPs that need it most.
The QPS adapter in SmartHub allows you to match supply and demand more effectively as its sophisticated algorithms analyze inventory based on a list of targeting parameters such as traffic type, OS, device type, and minimum bid. After analyzing which traffic each DSP is most likely to bid on, it evaluates, generates “keys”, and prioritizes incoming traffic based on those keys.
This is one of the major benefits of the White Label platform. There is no denying that the OpenRTB 3.0 protocol makes it fast and easy to connect partners, but some SSP partners within your ad exchange may still require standard VAST to RTB integration.
In that case, handling this quickly enough with a technician who can set up custom partner integration and common endpoints for RTB partners is important. With SmartHub functionality, administrators can do this quickly by using links to GET requests.
When the connection is established, the system will translate requests from the SSP into OpenRTB format and send them to the DSP. The responses will then be converted to VAST format and sent to the shared service providers.
Advertising fraud is still a pressing problem in the advertising market. That’s why it’s very important not to forget about the tools that will minimize the risks associated with fraud. Adx.txt, app-ads.txt, ads.cert, and sellers.json are common IAB standards issued to protect digital inventory from fraudsters. If you’re looking to create your own protective file, check out our ads.txt generator guide.
For example, if your ad exchange, such as SmartHub, has sells.json files available, ad managers can publish them for SSPs. The file will list all legitimate sellers and resellers of each shared service provider’s inventory. DSPs will have access to the file and easily discover who actually owns the requests. This will facilitate efficient and secure inventory management on your platform.
Each time the platform receives a request from a publisher/SSP, it checks it against various criteria, which we’ve expanded to ensure that the traffic meets your requirements. We’ve also compiled a list of reasons why your platform might not send a valid request to a particular DSP. In the “Outbound Traffic Overview”, the system will display the number of requests not sent from a particular SSP to a particular DSP and the reasons why.
In addition, we have a 8 types of scanners of SmartHub that are needed to separate quality traffic from fraudulent one.
Providing high-quality traffic is vital if DSP partners are to seek it from your platform. Therefore, real-time traffic scanning should be integral to your advertising operations.
Scanning becomes easier with SmartHub pre- and post-bid scanners such as TMT, ClearTrust (formerly Botman), and GeoEdge. Ad teams or advertising specialists can generate traffic in several ways. SmartHub includes a built-in traffic throttling system that tracks DSP responses to bids and determines the type of traffic each DSP bids on.
SmartHub’s proprietary traffic adapting mechanism is the system’s second most significant innovation. It enhances the system’s ability to match supply with demand, resulting in exceptional media-trading outcomes. This mechanism uses AI and ML algorithms to evaluate bids and direct traffic to the most needy demand partners.
This feature evaluates the requests and distributes traffic based on historical data on parameters such as traffic type, OS, device type, and bid floor. The traffic adapter prioritizes requests that have matching “keys” by recognizing the most frequently purchased inventory on DSP. Therefore, it sends each partner traffic that has a higher probability of acceptance.
Setting up filters correctly is the most crucial aspect of advertising operations. Identifying the digital ad formats and campaigns that generate the most revenue is important to ensure a successful and seamless advertising operation. SmartHub provides administrators with the ability to view statistics and explore the revenue generated by various formats such as banner, native, video, and others.
The platform offers handy dashboard statistics to compare revenue generated today with yesterday. This feature simplifies a valuable analytics operation for advertising. The dashboard also displays revenue distribution by format, including rich media banners, video, native ads, push, and pop.
On SmartHub, statistics are combined into one unit, so you can perform in-depth traffic analysis on your platform in a way that’s convenient for you.
Presets are structured reports that already contain certain metrics by default. They allow SmartHub owners to get information quickly without creating new custom reports. Our system allows you to combine the metrics you want and customize reports to fit your platform’s needs.
In addition, we’ve also recently added more than 20 metrics and measurements to analyze your system’s performance. Among them: Fill Rate%, Render Rate%, Bid Rate%, SSP and DSP RCPM, Avg. SSP and DSP Bidfloor, Avg. SSP and DSP Bid Price. Basic statistics, request/response reports, and SSP/DSP statistics are now gathered in one place for your convenience.
Advertising operations are the most important part of your advertising strategy, and it is best when professionals handle it. White Label saves you the trouble of launching a platform from zero, simplifies and automates advertising processes.
If you still do not have our White Label platform but are thinking about it, you can contact us for advice. You don’t have to decide anything until you know all the nuances, and we will be happy to tell you all of those.
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