As you are new i wondered if you knew anything about digital optimizers?
Thank you for your question. Do you want an understanding of it as an overall or the different points which are within this subject?
As you are new i wondered if you knew anything about digital optimizers?
Well the way i understand it and correct me if i am wrong but the optimisation is the process of increasing the impact of an ad. Which is basically using past performance and future forecasting to determine how much to spend for future goals, and to amend campaigns in-flight. Optimising campaigns involves cutting losses for underperforming segments, and scaling up high-performing segments. There are Levels to Optimise Your Ads. This optimisation process begins with creative, moves on to placements and individual publishers, and finally to a campaign-wide level.Optimisation can be done pre-flight, during a campaign, or after a campaign’s completion.
Optimisation begins at the most granular level so that easy corrections are taken into account before making sweeping campaign management changes. Start by re evaluating your creatives.There are some cases for making more drastic changes to your campaigns, however:
1)Poor overall CTR (click-through rate) on all creatives and placements (with significant sample size)
2) Poor overall CVR (conversion rate) on the clicks coming from a site (e.g., lots of clicks, but no conversions).
3) Prohibitive costs (high eCPMs) resulting in higher costs per click and action. Poor ROI. Then you have to look at the By-Side....
Creative-The most important element in your media buying campaigns is your creative. Optimising your creative units can help you determine if the problem is your inventory or creative unit.
Placement- Finding the right placement that is driving performance for your campaign – homepage, leaderboard, run of site, you name it.
Supplier- You can optimise at the publisher level, which evaluates the publisher’s overall performance including all of their placements within a campaign.
Campaign- Finally, after a campaign has been optimised from a creative, placement, and site level, there are a few considerations you may want to make at the campaign level, such as day-parting, geo-targeting, browser, demographics, etc. Campaign level optimisation is completed last, as you need to gather enough data to make informed decisions. For example, you could view an hourly breakdown of your campaign statistics to determine if campaign level day-parting should be included in your optimisation efforts.
Once this has all been taken into account, I Myself JamesP have always struggled with the understanding of the engines involved but i shall explain them as i see it, and touching on the yielding-At its core, a publisher's goal is to find the brand willing to pay the highest amount for one impression. Like most of digital advertising, the original players, like the publisher, managed their yield optimisation in-house. Today, most large and mid-sized publishers source third parties to facilitate their yield optimisation, namely SSPs (Supply Side Platforms). Then taking into account, the publishers selling directly to agencies and advertisers have the yield and performance of ad trafficking measured by the ad server. When inventory is sold to an exchange or network, there are a number of other factors involved in the price and impressions served, as the final buyer (the agency or advertisers) may be found through various intermediary platforms.
Thats my view, correct me if thats not what your looking for or if you need a bit more on it. I welcome your further questions or replies. Thanks, JamesP