Given the experience in handling bid management tools, would search specialists be able to manage display ads as well?
In my recent article I wrote about bid management tools and technology. Somehow, it stirred up the conversation that given bid management expertise; are the search guys the right people to understand the demand-side platform (DSP) and get on to the digital bandwagon. What are the real differences?
Search bid management has evolved over the last five to seven years and now we are left with a handful of third-party tools that allow you to do that - since search engines brought the optimization technology into the existing platform.
DSP on the other side is an evolved self-serve digital ad network, which is giving the power to decide the dollar value of every ad the advertiser wants to show. While there are different kinds of inventory involved, the underlying bidding/optimizing principal remains the same minus the quality score factor. The DSP world only revolves around performance and spending power.
Below is a quick comparison of how search marketing differs from DSP:
While there are a lot of similarities as compared to what happens in paid search marketing, anyone can actually manage demand-side platforms who has a sound sense of business logic and could make quick decisions and is hands-on. The market is currently very hot to be considered as evolved; but we will see a sea of DSPs flooding the market and somewhere down the line they will consolidate.
You can use the search guys to help build the initial offering since they are closer to real-time bidding than anyone else in the digital work force. But remember, DSPs are a much different playing field than plain old paid search marketing.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
Prabhvir Sahmey (Prabh) heads the Media Platforms Business at Google India. In his current role, he is driving scalable growth for advertisers and agencies as well as efficiencies with their digital marketing efforts. This includes the entire DoubleClick stack for advertisers as well as the Real Time Bidding platform. With 10 years of experience in digital marketing, Prabh spent six years in paid search across various clients and industry verticals. He was previously with Mindshare leading the mobile and search practice for Singapore and established the Mindshare Center of Excellence for Search Marketing to enable attribution modeling and help clients understand digital via data driven marketing programs.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT