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SmartyAds is a full-stack programmatic advertising company. Our company serves Demand-Side Platform, Supply-Side Platform, Ad Exchange and White Label Solutions. How to do programmatic? Five tips for publishers and advertisers.
1. Owning digital analytics and metrics for websites and social networks
First and foremost, what the platform has to offer is its audience. The better and more accurate the site knows its visitors – the more accurately it builds its content policy and concentrates the right audience.
Therefore, observing your readers and analyzing their behavior, and also, if possible, understanding the audience of competitors or related segments are the most critical tasks. The same functions are facing the buyer of advertising, before the brands: who their audience is, on what platforms are based, what needs it has and so on.
To analyze the audience on their side, counters and analytical systems Yandex. Metrica and Google Analytics have been successfully used for a long time. Also in Russia, it will be useful to use the LiveInternet system.
Also, we should not also forget our audience of social networks – here each has its own functional, metrics and monitoring systems. There are too many supporting applications and services that help to work with social networks and analytics.
To see what competitors have, it is convenient to use Alexa.com and Similarweb.com. Socialbakers.com will also help to analyze social networks.
2. To study the topic “Big data» (Big data) and their processing (Data Science)
There are many publications about big data and work with them. This is one of the most exciting and promising topics in principle, which is not limited to questions of programmatic or technical tasks.
We can recommend many useful texts that came out on RusBase: “The world of big data in 8 terms”, “Pull up the big data. Courses and useful links on data science, “7 podcasts about data science and machine learning.”
3. Attend profile events (or study their materials)
Also, a valuable source of programmatic knowledge was the AdTech conference, which we already wrote about. The meeting thoroughly disassembled the RusBase resource, having collected materials in a guide to the conference materials with presentations and video presentations.
Besides, there are proven events that bring together the best representatives of not only advertising but also the media and communication sphere. Over 20 years, the international specialized exhibition “Advertising” has been held, in December 2015, the anniversary 25th Red Apple Advertising Festival will be stuck with a large lecture and discussion program.
Thanks to the programs and speakers, the annual RIW – Russian Interactive Week and the Silver Archer PR-award are also interesting.
4. Master the educational programs and courses
Despite the relative youth of programmatic and RTB-technologies in the Russian market, there are already full-fledged courses on the topic – at least two worthy programs. Online school “Netologiya” offers a course “Online auction advertising: the basics of RTB technology.” A subscription for a month with access also to other courses costs less than 1000 rubles. For 10,000 rubles, the Master Brand Business School conducts classes in Moscow on “Programmatic Purchasing. RTB Mechanics.
Do not forget about the school of advertising and communications IKR or the Academy of Communications WordShop. These institutions are preparing in many areas of advertising and communications, and there will also provide knowledge about new advertising technologies embedded in the overall training system.
Besides, it will be useful to track the research and reports of market experts who thoroughly study the subject. For example, the most comprehensive at the moment is the IAB Russia study “Programmatic Market Overview in Russia 2014” (PDF). It identifies critical participants in the ecosystem and identifies key trends and advertiser requests.
5. Work with sites and services directly
Participants of the programmatic ecosystem are happy to accept new adepts into their ranks. Therefore, often on their websites, the principles of the operation of new technologies and the essence of changes are described in detail (as on the HubRus website – PDF). Alternatively, presenting a mini-encyclopedia on relevant and related topics.
The main thing is not to think that programmatic is a thing in itself. This is a set of technologies, approaches, and principles that can be partially used or even transformed. Therefore, follow the development of services and platforms in law.