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Web Designing & Internet Marketing Blog | IBIS
Online Marketing and Real Time Bidding Could Make a Potent Combination

Online Marketing and Real Time Bidding Could Make a Potent Combination

Online marketing has challenged and surpassed traditional marketing at a warping speed. And with the emergence of real time bidding becoming more of a common online feature comes with a slew of advantages as the possibility of shifting a considerable portion of a brand’s digital budget to real time bidding becomes a reality. However, it is best not to jump the gun too soon on assigning a good part of your digital budget to real time bidding, as it can also have its fair share of disadvantages, since no can expect immediate positive results just by switching from more conventional media strategies to unorthodox tactics. Then where does this leave marketers who wish to navigate this new landscape of real time bidding and online marketing? The fact of the matter is both marketers and agencies need to find and secure media partners who are aware and understand the balance of things as well as the risks involved with a more automated method of buying. These include brand safety, negative effects on campaign reach and efficiency, and privacy compliance. Making use of the expertise of online marketing partners and working in conjunction on pre-established campaign tactics that serve to diminish risks in regards to delivery and performance is the best way to go. Online marketing partners prefer to help brands build and run campaigns in a controlled setting that resembles a direct buy setting with complete management assistance. So in a sense they are assuming full responsibility for campaign delivery and performance in accordance with providing quality transparency, visibility, and insight. Once both sides are pleased with how the campaign is developing and the manner in which it is progressing, and implementing the best possible tactics, then an automated buying system is a wise/effective investment. Now that marketers have to make the switch to real-time bidding/marketing, one of the greatest challenges is that of the dependency on cookie based targeting. On the one hand, real time bidding focuses on a climbing uptake of cookie based targeting to increase performance of the available inventory; but the supply of cookies becomes limited due to an assortment of privacy related settings. The difficulty of finding and aligning good quality data to cookies is another stumbling block. Therefore, marketers can't scale targeted campaign reach to achieve campaign targets in terms of volume, and also have to deal with high demand and low supply of cookies. Therefore the obvious point is that while the transition to real time bidding in relation to expanding your business’s online marketing presence is ultimately a beneficial thing; there exists a great deal of understand and execution that need to be taken into account and utilized in the appropriate manner, more likely with the aid of an agency that deals with this specific field.