In an era where digital ad spending is projected to surpass $1.26 trillion by 2032, it is crucial to grasp the essential features of an adtech platform. The ever-changing digital advertising landscape requires a platform that adapts to current trends and foresees future changes. This guide walks you through 12 important features to keep in mind when selecting an adtech platform, guaranteeing that your investment promotes effective, data-based advertising strategies in this dynamic market.
What is an adtech platform?
An ad tech platform in retail provides brands with a comprehensive set of tools to enhance their online advertising efforts. This includes accurately categorizing their audience based on shopping habits and preferences, automating ad purchases across various digital platforms, and monitoring campaign performance in real-time. It uses advanced analytics, big data, and machine learning algorithms to offer valuable insights into consumer trends and purchasing behaviors to fine-tune advertising strategies.
In response to legal initiatives like privacy changes, GDPR, and the end of third-party cookies and data collection challenges, retail AdTech platforms offer benefits like:
- Increased efficiency by automating manual tasks and streamlining advertising campaign workflows
- Improved targeting by delivering ads to the most relevant audience segments
- Enhanced personalization by showing ads that are more likely to resonate with individual users
- Better measurement by tracking the performance of ad campaigns more effectively
- Reduced costs by optimizing ad spending and maximizing ROI
Retailers who harness the power of adtech solutions have a better chance of seizing a significant market portion and gaining an edge over their competition. That’s why having the proper selection criteria is essential. Here are the seven key questions to answer while choosing the right adTech platform for your business.
What type of targeting does the adtech platform offer?
Targeting in adtech platforms refers to pinpointing and engaging with particular audience groups based on various factors. This function is crucial for serving custom advertising content to the most responsive segments of the audience.
Look for targeting option capabilities of AdTech platform such as demographic, behavioral, location-specific, and contextual targeting. Also, check for retargeting capabilities of the adtech platform, allowing you to show ads to people who have already visited your site.
Why you should check:
- Improved relevance: The more precise the advertisement, the more it resonates with the viewers, which results in increased interaction and conversion rates.
- Cost-effectiveness: By concentrating resources on audiences that are most likely to be converted, targeting reduces unnecessary ad expenditure.
How easy is creating campaigns on the adtech platform?
While choosing the AdTech platform, make sure the platform’s user interface is intuitive and easy to use. See how easy it is to upload creatives, set up the ad campaign, and access insights. Check if the platform offers real-time insights and A/B testing capabilities. Does it let you adjust targeting, budget allocation, and creative elements based on insights?
Why you should check:
- Informed Decision-Making: Detailed insights and predictive modeling aid in creating more effective advertising strategies.
- Performance Optimization: Continuous adjustments to campaign variables improve overall effectiveness and ROI. Also, real-time data analysis ensures ads target the most receptive audiences.
What type of ads does the adtech platform support?
Retail media platforms are built differently than normal adtech tools, hence while evaluating advertising technology for your retail brand, make sure you have a look if the platform supports product listing ads, product contextual ads, sponsored products ads etc.
Retail media platforms are built differently than normal adtech tools, hence while evaluating advertising technology for your retail brand, make sure you have a look if the platform supports product listing ads, product contextual ads, sponsored products ads etc.
Why you should check:
- Targeted Reach: Different ad types are effective for different audience segments.
- Better Engagement: Certain ad formats, such as video, can increase engagement.
- Customization: Ad platforms with several ad formats enable more personalization to meet campaign objectives.
Does the adtech platform offer advanced audience analytics?
Without cookies, your selected adtech platform must deliver accurate performance measurement and supply exclusive, up-to-the-minute data to uncover your audience’s identity and interests. You should check if the media platform can:
- Access real-time data to understand audience behaviors and interests immediately.
- Utilize AI and machine learning models to forecast future consumer behaviors and trends by analyzing first-party data.
- Gain quick and detailed audience analysis for swift marketing decision-making with interactive insights.
Why you should check:
- Precise audience targeting: Using up-to-date audience information allows for precisely targeted advertisements.
- Predictive analysis: AI-powered forecasts empower advertisers to predict and adapt to consumer trends.
- Improved results: Understanding audience interests enables advertisers to develop more relevant and captivating campaigns, resulting in better performance and return on investment (ROI).
What ad pricing structure does the adtech platform offer?
Carefully consider the ad pricing structure supported by an adtech platform, as it directly affects your campaign budgeting and how you evaluate campaign performance. Few common pricing structures offered by adtech platforms are CPM, CPL, CPC and BPVS. Choose an Adtech Platform that offers BPVS (Budget Proportional View Share) that links ad distribution and visibility to the budget, ensuring fair ad exposure relative to your ad spend. BPVS allows brands to gain online visibility without the high costs of banner ads, especially for small to medium-sized businesses. With views recalculated every minute, ads remain relevant and can take advantage of peak traffic at the right time without extra cost or effort from advertisers.
FlipKart Commerce Cloud employs BPVS to automatically rotate views among the shared ads, ensuring each brand gets visibility. The allocation is dynamic, recalculating every minute based on each brand’s budget to ensure a fair and budget-friendly presence on the platform.
Why you should check:
- CPM (Cost Per Mille) is great for increasing brand recognition by guaranteeing wide ad visibility.
- CPL (Cost Per Lead) is effective for lead generation campaigns, as you only pay for concrete results.
- CPC (Cost Per Click) is perfect for prompting specific actions like website visits, with costs only incurred when users engage with the ad.
- Budget Proportional View Share ensures fair ad exposure based on budget, making it a preferred choice for advertisers.
Does the adtech platform offer tools to optimize the campaign in real-time?
The ability to optimize advertising campaigns in real-time within an adtech platform is crucial for advertisers to make dynamic adjustments and improvements based on continuous data and feedback. Choose the adtech platform that provides real-time audience data as it enables accurate measurement of outcomes and a deeper understanding of audience interests and behaviors.
Also check if the advertising technology platform uses AI and machine learning to understand purchasing behavior of the customers and offer dynamic content and targeting capabilities.
Why you should check:
- Precise audience targeting: Using up-to-date audience information allows for precisely targeted advertisements.
- Predictive analysis: AI-powered forecasts empower advertisers to predict and adapt to consumer trends.
- Improved results: Understanding audience interests enables advertisers to develop more relevant and captivating campaigns, resulting in better performance and return on investment (ROI).
How easy is integrating the adtech platform with your other martech solutions?
The ability to seamlessly connect an adtech platform with other martech solutions is a crucial factor that can greatly influence the success of your digital marketing efforts. The platform must smoothly connect with various marketing channels and tools, such as CRM systems, email marketing platforms, social media management tools, and analytics software.
Seek out platforms with strong APIs, a reliable API ensures efficient communication between different software solutions, simplifying operations.
Why you should check:
- Streamlined campaign management: Integrated platforms streamline the management of marketing campaigns by connecting all tools and data.
- Enhanced data analysis: Integrating diverse data sources offers a more comprehensive perspective on marketing performance, resulting in better decision-making.
- Consistent marketing outcomes: Integrated tools guarantee consistent messaging and strategy across all marketing channels, thereby boosting the overall efficacy of campaigns.
- Time and cost savings: Integration reduces manual data transfer needs and enables automated processes, saving time and operational costs.
- Enhanced customer understanding: The consolidation of data from various sources provides deeper insights into customer behavior and preferences, which can be utilized to enhance targeting and personalization.
How intuitive is the platform to use?
The adoption of an adtech platform heavily relies on its user-friendliness. A platform that is easy to use can greatly boost the efficiency of marketing teams by simplifying complex processes such as campaign setup, ad creation, and audience targeting. Look for an adtech platform that provides a smooth user experience allowing you to carry out tasks quickly and accurately, even without advanced technical knowledge.
Functionality to check:
- Intuitive interface: An easy-to-use interface that simplifies navigation and operation, from creating campaigns to tracking performance.
- Step-by-step guidance: Detailed guides and prompts to help users set up and manage campaigns effectively.
- Self-service tools: Functionality that empowers users to independently manage campaigns, minimizing the need for technical support or ad operations teams.
- AI and machine learning integration: AI for predictive analytics and automated optimizations to enhance the platform’s intelligence and efficiency.
- User-friendly reporting and analytics: Clear and intuitive dashboards offering actionable insights and real-time data in an easily understandable format.
Why you should check:
- Boosted efficiency: Users can swiftly establish and monitor campaigns with an intuitive platform, conserving valuable time and energy.
- Streamlined onboarding: Crucial for fast-paced marketing settings, the platform offers a smoother transition for new users.
- Optimized campaign management: With simplified tools and workflows, marketers can prioritize strategy over technical intricacies.
Does the adtech platform use advanced technology like AI / ML to uncover purchase intent?
Adtech platforms leverage AI and ML to sift through extensive data, uncover patterns, and predict customer actions. This empowers advertisers to gain insights into their audience’s characteristics and potential purchase intentions, resulting in more precise ad targeting for enhanced effectiveness.
Why you should check:
- Increased ad relevance: Utilizing consumer intent allows personalized ads to resonate with the audience better, resulting in higher engagement and conversion rates.
- Enhanced ROI: Predictive targeting and fine-tuned ad content result in more economical ad expenditure and greater ROI.
- Flexibility in campaign management: Immediate adjustments and valuable insights facilitate swift responses to market shifts, ensuring campaigns remain adaptable and impactful.
- Data-driven decision making: Leveraging predictive analytics and behavioral trends empowers more informed strategic choices in advertising initiatives.
What is the average implementation time, and what training & support does the adtech platform provide?
The time it takes to set up an adtech platform and the quality of the training and support it offers are crucial factors in how well it works and how easy it is to use. Good training and support are essential for getting the most out of the platform and making sure it runs smoothly, especially in the complicated world of digital advertising.
The time it takes to set up an adtech platform can vary greatly depending on how complicated the platform is, what the business needs, and how much it needs to work with other systems. Usually, setting up the platform can take anywhere from a few weeks to several months. Platforms that are simpler or need less customization and integration might be set up more quickly. In contrast, more complicated solutions that need a lot of customization or integration with existing systems and data can take longer to set up.
Functionality to check:
- Average implementation time: A faster implementation time allows businesses to quickly take advantage of the platform’s capabilities, minimizing downtime and speeding up the return on investment.
- Onsite training: Onsite training is the preferred method post-implementation, as it provides personalized guidance and hands-on experience to ensure users are comfortable and proficient with the platform.
- Tech support: Seek platforms with extensive tech support, including 24/7 availability through various communication channels and a knowledgeable support team.
- Better support features: The top-notch support services offer proactive monitoring, rapid response times, and access to a library of resources such as tutorials and FAQs.
Why you should check:
- Minimized downtime: Implementing the new platform quickly reduces business interruption, allowing for swift adoption and integration. This agility enables companies to remain responsive in the ever-changing digital advertising landscape.
- Streamlined operations: Continuous technical support ensures that any issues are promptly addressed, minimizing potential delays or disruptions. This constant availability is crucial for maintaining smooth operations and reducing risks associated with technical problems.
- Enhanced user satisfaction: Quality training and reliable support contribute to overall user satisfaction, resulting in higher adoption rates and improved operational effectiveness.
How much retail experience do the ad tech platform service providers have?
The retail expertise of ad tech platform service providers determines the platform's effectiveness for retail-specific advertising requirements. A deep understanding of retail enables the platform to effectively address this sector's unique challenges and opportunities, such as seasonal trends, consumer behavior, and omnichannel strategies.
Read case studies and client testimonials and look for industry accolades or recognitions within the retail sector as evidence of a strong track record.
Flipkart Commerce Cloud (FCC) utilizes advanced AI and machine learning in its retail media technology to drive its advertising platform. These algorithms analyze online shopping behaviors and user preferences to provide personalized ads that engage users, ultimately increasing ad revenue.
Why you should check:
- Tailored strategies: Retail-experienced providers excel at creating personalized strategies that closely match the ever-changing dynamics of the retail industry.
- Informed insights: Their expertise enables them to deliver precise consumer insights and forecast trends more accurately, benefiting retailers.
- Effective campaign management: Seasoned providers possess advanced tools and techniques for efficiently handling retail advertising campaigns, ensuring optimal results.
Is the ad tech platform safe to use and scalable with your business?
Businesses must prioritize the safety and scalability of their ad tech platform, as these factors significantly influence its long-term success and efficiency. Ad platforms must comply with changing privacy regulations such as GDPR and CCPA to protect consumer data. Implementing a global consent framework is essential for adapting to the decline of cookies and upholding consumer privacy while accommodating business expansion.
Functionality to check:
- Compliance with data privacy laws: Ensure your platforms adhere to data privacy laws globally and are built on frameworks that comply with these standards.
- Integration capabilities: Seek out platforms that effortlessly integrate with diverse marketing tools and channels.
- Self-service interfaces: Look for platforms that offer comprehensive self-service interfaces and APIs to enhance scalability and efficiency, reducing the need for a large Ad Ops team.
- Integration: The ad platform should seamlessly integrate with various marketing channels
- Scalability: The ad tech platform should be able to handle increased demands as your business grows without relying on manual processes such as spreadsheets.
Why you should check:
- Data protection and trust: Ensuring compliance with privacy laws fosters consumer trust and protects businesses from legal liabilities.
- Adaptability and growth: Implementing scalable platforms guarantees that advertising efforts can expand with business growth, maintaining their effectiveness.
- Efficiency and resource management: Efficient self-service advertising tools and integrations conserve time and resources, enabling businesses to prioritize strategic growth over operational hurdles.
The best ad tech platform for retailers: FCC Ads Manager
FCC’s Ads Manager is an all-in-one AdTech Solution that provides seamless onsite advertising. Our platform offers a wide range of ad formats to elevate brand visibility and drive performance, meeting the unique requirements of both advertisers and sellers. With its intuitive self-service features and precise user targeting capabilities, FCC’s Ads Manager enables users to easily create highly personalized and impactful ad campaigns.
Specializing in contextual advertising, FCC excels at delivering relevant ads by utilizing advanced AI and ML technologies. It prioritizes privacy by avoiding the use of personal user data for effective ad targeting. Additionally, FCC offers dynamic ad placement that responds to real-time environmental cues and current events. Tailored for retailers, the platform aims to foster deeper connections with their audience through timely and relevant ads. Furthermore, it provides free consultations with retail media experts to assist retailers in maximizing their advertising strategies.
FCC is a retail platform built by retailers for retailers.
Want to know more about how FCC can help you with retail media advertising? Book a free consultation with our retail media experts!
FAQ
The trends shaping the future of AdTech include the shift towards a cookieless advertising environment, the increased use of retail media networks, the expansion of Connected TV (CTV) advertising, and the deeper integration of Artificial Intelligence (AI) for predictive targeting and campaign optimization.
Yes, Google is a major AdTech company, operating the largest advertising ecosystem through platforms like Google Ads (formerly AdWords), which acts as a Demand-Side Platform (DSP), and Google Ad Manager, which functions as a Supply-Side Platform (SSP) and ad server.
AI is used in ad tech to automate real-time bidding, optimize campaign budgets based on predictive performance models, identify and target highly receptive audience segments, and prevent ad fraud by detecting suspicious activity patterns.
You should select the best advertising platform for your business by considering your target audience's demographics and where they spend their time online, evaluating the platform's ad formats and measurement capabilities, and assessing the platform's cost-effectiveness relative to your budget and goals.
The platform that is best for B2B advertising is typically LinkedIn, due to its professional focus and strong targeting capabilities based on job title, industry, and company size, though Google Ads and certain niche trade publications or industry-specific platforms are also highly effective.
AdTech (Advertising Technology) primarily focuses on the paid acquisition of customers through advertising space, while MarTech (Marketing Technology) focuses on technologies that manage and optimize a company's owned marketing channels, such as email, CRM, and content management.
The main benefits of AdTech for advertisers include the ability to automate ad buying and selling in real-time, achieve highly precise audience targeting, optimize campaign performance using data-driven insights, and accurately measure the return on investment (ROI) of their ad spend.
The AdTech ecosystem is made up of various interconnected technology platforms, including Demand-Side Platforms (DSPs), Supply-Side Platforms (SSPs), Data Management Platforms (DMPs), and Ad Exchanges, all working together to facilitate the programmatic delivery of digital ads.
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