Introduction to Buy-Side Platforms
When marketers want to receive highly targeted traffic toward their campaigns, they turn to buy-side platforms to supply the visits they need. These platforms have seen a surge of usage as mobile grows in popularity. These platforms offer marketers quality traffic at a reasonable cost per view, and targeting that allows campaigns to go granular. Learn more about what a buy-side platform can do for you.
How Buy-Side Platforms Operate
Buy-side platforms meet the demand for high quality traffic with nearly limitless inventory. These platforms also segment this traffic, so that buyers can target exactly who they want. With real time targeting, marketers can get granular with their data. Users can be targeted by device, browser, interest, income level and almost any other definable quality about them.
Once the marketer decides to purchase from a buy-side platform, he must set some targeting on his campaigns. Targeting helps marketers hone in on a certain audience segment, which improves conversions and profit margins while cutting wasted spend.
Why Buy-Side Platforms Work
The biggest advantage to a buy-side platform, aside from the volume of quality traffic, is the marketer’s ability to control every aspect of a campaign. You decide which tests you want to conduct, how you plan to spend your money and which keywords you want to bid on.
Therefore, buy-side platforms tend to work best when the marketer has gathered a lot of data about his audience.
Final Tip
Because the campaigns are in your hands, you should go to great lengths to set up experiments that generate good data. Add analytics to your landing pages and review bounce rates. This gives you an idea of what your users are doing, and when they are most likely to be active.
Bio: Ted Dhanik is an expert in mobile and desktop advertising. As the co-founder of engage:BDR, Ted Dhanik helps businesses grow leads through digital advertising. Find out more about Ted Dhanik when you visit engage:BDR.