What is Marketing 360° Network ?
1. Ad network (ADN)
An ad network is a technology platform that serves as a broker between a group of publishers and a group of advertisers. Ad networks were one of the first pieces of advertising technology that appeared in the mid ‘90s when online advertising first began. They were responsible for the very same things they are today helping advertisers buy available ad space (aka inventory) across multiple publishers. While you would expect the term “ad network” to include all sorts of media (printed media, television, radio), it is used exclusively to refer to online advertising.
Ad networks traditionally collect unsold ad inventory from multiple publishers and offer this
pool of impressions to advertisers at a much lower price than a publisher’s direct sales. This kind of inventory is often referred to as non-premium, or remnant.
Today, however, some networks take a more strategic approach and lean towards offering their advertisers more exclusive deals at premium prices. They cherry-pick and pre-buy inventory from a number of top-tier publishers, and then resell it at premium prices. While this arrangement may be more expensive for the advertisers, it ensures premium placement of their ads.
An SSP (supply-side platform) is the technology alternative to an ad network, offering similar functionality, but with access to a different kind of inventory and delivery (purchase) method.
2. Supply-Side Platform (SSP)
A supply-side platform (SSP), or sell-side platform, is an advertising technology (adtech) platform used to coordinate and manage the supply and distribution of ad inventories. SSPs help digital media owners and publishers sell ad space.
SSPs are a key part of the real-time bidding (RTB) process within programmatic advertising, enabling publishers to optimize yield by simultaneously connecting their inventory to multiple adexchanges and demand-side platforms (DSPs).
By opening up impressions to as many potential buyers as possible, the publisher’s site can maximize the revenue they receive for their inventory. For this reason, SSPs are sometimes referred to as yield-optimization platforms.
3. Marketing 360° Network (M360N)
There is an ongoing competition for market share between supply-side platforms and ad networks, who fight for publishers and advertising revenue. At the same time, both are increasingly trying to offer some functionalities of the other, significantly blurring the line between them.
Since marketers are seeking a one-in-all solution, we are currently witnessing a “two become one” scenario and ad networks are increasingly beginning to offer various functionalities of SSPs.
Conversely, trying to attract premium publishers, SSPs are implementing certain features of ad networks. They allow advertisers to buy directly, which makes them similar to ad networks in the way that they connect the supply side with the demand side. This usually involves evolution towards programmatic direct.
M360N brings all advantages of ADN & SSP to a unique platform
How does Marketing 360° Network work ?
Traditionally, publishers worked with human sales teams and media buyers to manually assign ads to spaces:
● An ad network aggregates a large number of publishers to provide the required amount of inventory to the advertisers on an auction basis.
● The advertiser can set up the campaigns directly using an ad network’s campaign management panel, or set up pixels from a third-party ad server for verification purposes and consolidated reporting when running the campaign across multiple ad networks and in direct deals with publishers.
● The advertiser sets up the campaign parameters (such as targeting, budget, frequency caps, etc.), and the publisher installs the ad-network ad tags on their site by inserting these tags directly into the page or by using a first-party ad server.
● When the ad is published, the advertiser can rotate multiple banners on the website using the ad network’s campaign-management panel without having to contact the publisher.