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Changing Ad Landscape Through Tech Platforms

Smart agencies are reinventing their services targeting the potential customers across multiple digital channels on web and mobile

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Facebook closed down its LiveRail and Atlas ad servers to offer more advanced tech platforms like Audience Network whereas AppNexus and Google have exchanges technology to optimize programmatic advertising in digital landscapes. These and many such other incidences are considered favourable for brands that are eyeing on digital advertising. The programmatic technology is continuously evolving and making buzz in the ad world, and the foremost contributor to this disruptions are growing advertising technology (ad tech) platforms.

Digital is more complex
Ad-Tech is expanding the gamut of marketing and media communities; the traditional ad landscapes are witnessing complete overhaul to complement with the changing dynamics of the digital ad world. Experts believe that ad tech platforms are growing so speedily that creative agencies need to equip themselves with all the latest tools to gain maximum ROI from media buying. Tom Denford, co-founder of ID Comms said in a round table event "In the past, marketers have delegated the management of media, but as ad tech and media become more complex, brands do worry about their agencies' capabilities. The complexity of ad tech does provide agencies with an opportunity to sell a technology solution, but they must be able to explain to their brand clients precisely how it can benefit them."

It's all about technology
Companies which have their own ad tech platforms are on the smooth route to gain maximum from this transition as they are helping to cut the advertising cost of their clients with much advanced clouds and software. Innovative leaders in the ad tech sector are making every possible effort to exploit maximum potential of their cutting-edge and highly scalable ad tech tools. Every time brands demand for better business models of low cost but higher transparency and agencies cannot ignore their clients at any cost. So, the quicker is not just the smarter but intelligent too in the world of real-time advertising.  

Change is unignorable
As the internet and mobile ecosystems are highly dynamic in nature and they are the most crowded habitats of the present times consumers, frequent advancements in ad tech platforms are obvious and unignorable. Smart agencies are reinventing their services targeting the potential customers across multiple digital channels on web and mobile. Hence, to pursue the audience at right time and at the right place it is mandatory for advertisers to embark on ad landscapes which are innovative as well as effective.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

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ad tech LiveRail appnexus google

Nitin Gupta

The author is Founder and CEO, Xapads Media

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