Mobile traffic is seeing huge increases year over year, and more businesses are investing in advertising meant to secure conversions from users on-the-go. Marketers looking to manage their own traffic are finding success reaching these mobile users through buy-side platforms that allow for granular targeting and real-time bidding. Here are some of the basics you need to know before you begin testing your first campaigns.

Real-Time Bidding

The process of real-time bidding allows advertisers to reach users multiple times a day. It also impacts everything from costs to target and forecasts for future conversions. That’s the prime advantage to using a buy-side platform. You can micro-target by carrier and device in some exchanges. Demographic targeting might include age and gender, job, yearly salary and a host of other useful options to help narrow down your audience. With even a small set of data, you’ll be able to examine traffic patterns and formulate some ideas on which times of day are best for your ads.

Self-Service

One major advantage that a buy-side platform holds is a lower barrier for entry. When you purchase advertising, you typically have two options. One is a platform solution, the other is managed for you based on your goals. The second service has a higher barrier for entry, usually requiring a large budget or extended commitment from you. Newbies are often reluctant to do this, or do not have the budget to get started. A buy-side platform for mobile helps you reach the mobile segment at a budget you set.

Bio: Ted Dhanik is an expert in mobile, video and display advertising. As the co-founder of engage;BDR, Ted Dhanik helps businesses reach new market segments. Find out how to build successful campaigns with tips from Ted Dhanik.


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