A demand-side platform (DSP) is a system that provides the brains needed for advertisers to unlock the value of real-time bidding information provided by ad exchanges. DSP's serve as a single access point to RTB inventory from across all ad exchanges, evaluate sites and impressions against campaign targeting and budget criteria, and provide integrated ad serving and analytics for each winning bid. Triggit is a DSP.
Ad exchanges/networks serve two purposes in the ad buying process; to pass the details of each available impression, such as the domain, size, position, and user geography to bidders, and to manage the auction process for each impression, including receiving the bids, determining the winner, and facilitating ad placement for the winning bidder. Not all exchanges/networks are RTB-enabled, and RTB-enabled exchanges/networks cannot offer RTB buying directly. They require DSPs to act as the buying brain.
Real-time bidding (RTB) is a digital ad buying process that allows advertisers to evaluate and bid on individual impressions. Advertisers can take factors such as site, placement, price, and user data into account when bidding on each impression. The winning bidder gets to serve the ad, which is often customized on the fly to better tailor the message to the audience. When using the Triggit DSP, the entire bidding process for each impression takes less than 25 milliseconds.
A data management platform (DMP) is a database that enables advertisers to consolidate online and offline customer data from various sources into a single location, then use it to create demographic and behavioral segments that can be used to target online advertising. Performance data from each campaign is then fed back into the DMP, creating a feedback loop that improves optimization efforts and can be used for related reporting and analysis. Triggit is one of the few DSPs with an integrated data management platform purpose-built for the complex requirements of RTB advertising.
Audience segmentation is a process of dividing a large group of people into more similar subgroups based upon characteristics such as demographics, behavior, and media use. It is used by advertisers to increase the efficiency of campaigns by tailoring the design and message of ads to each audience segment. With its integrated DMP, Triggit enables advertisers to quickly build segments, then concurrently run, measure, and optimize each segment as if it were a separate campaign.
One of the big advantages of using Triggit to manage profile-driven display advertising campaigns is the ability to input and use multiple data types to define segments for use in targeting and retargeting. Entire CRM databases can be utilized, as well as site analytics data, 3rd party data, and the campaign performance data that Triggit tracks for each campaign.
Retargeting is a strategy used by online advertisers to send specific and timely messages to users who have visited their site without converting to a sale. This is done by serving ads related to the product or service the user was viewing on other sites as they browse the web. Triggit enables advertisers to do advanced retargeting that can begin the second a user leaves a site. For example, an ad showing an offer for flat screen TVs can be shown to a user who has browsed those products, while an ad showing the exact model a user was considering before leaving the shopping cart can be served with a free shipping offer to further entice a sale. Retargeting has become one of the most effective strategies for online advertising, limited only by the amount of data that an advertiser has available to use.
No, advertisers can use the Triggit platform for reach campaigns that simply require access to inventory from millions of sites and billions of impressions each day. Reach campaigns can still take advantage of Triggit's platform for managing flight dates, site lists, and bidding caps, which can be automatically optimized against either CPM or CPC goals. As campaign objectives change, customer and 3rd party data can be added at any time.