Boosting advertising ecosystem efficiency with header bidding

It’s been a long, long time since it was enough for the advertisers to buy ad space in some fancy offline magazine everyone read to drive their brand awareness to the skies. Some might say those were better, simpler times, but not us at DecenterAds. Where’s the interest in that? Modern media buying with all its wonderful complexity and smart tech is way more fun. Not to mention that it’s way more effective in analyzing audience signals, behavior, and interests, thus providing exponentially greater results. 

In-Game Advertising: Prospects for 2023 and Beyond

In-game advertising - the display of advertising within a video game - is one of the hot topics of digital advertising. Due to the increasing popularity of video games and the overall growth of the gaming industry, the market for in-game advertising is growing rapidly: according to the Allied Market Research data, it is projected to reach $17.6 billion by 2030, growing at a CAGR of 11% from 2022 to 2030.

What are VAST tags, and why care?

VAST stands for Video Ad Serving Template. Introduced by IAB in 2008, VAST is one of 6 sets of the bureau’s guidelines for the improvement of video advertising. Over the years, VAST tags significantly helped publishers monetize their websites via video ads, as with them video players can display ads from any server no matter what technology is used at both ends of the way.  We at DecenterAds strive to provide you with the best service possible - and that definitely requires all the modern IAB standards. Currently, we use VAST tags’ versions 3.0 and 4.1, which provide support for all modern video ad practices.  Check them out yourselves at decenterads.com! (more…)

Supply Path Optimization, or Taking the fog off the ads way

As the programmatic ecosystem was getting progressively more complex over the years, it became more and more difficult to track the chain that each ad goes through from the seller (website) to the buyer (advertiser). Due to the development and availability of monetization technologies, this path can consist of many iterations, which makes programmatic confusing and not always transparent.

Macro is a great way to personalize and optimize your ads

Macro is a great way to personalize and optimize your ads. And we at DecenterAds offer a wide range of options to do that. Here is a list of DecenterAdsDSP macros that can be used in tracking links:

Top 10 Programmatic Advertising Trends you should be looking out for in 2023

Prepping your ads and budgets for the coming year, it’s important to have some guidelines. Well, DecenterAds is here to help! We have collected the top programmatic trends that will help you understand what is happening in the market and how to better prepare for the challenges of the new year. Without further ado, let’s dive in!  1. AVOD is replacing SVOD  The end of the year saw the presentation of advertising-backed tariffs from two major players in the streaming market: Netflix and Disney+. For some, this step, despite its logic and expectation, came as a surprise. But it's true: ad-based VOD is increasingly taking the lead in subscription services. This trend will only grow — and so will the opportunities for connected TV advertising in 2023.  2. CTV and OTT continue to grow  Speaking of CTV and all the networks of smart television devices, that market continues to thrive. IAB expects buyers to increase media investment in CTV more than by 14%. With more AVOD at play, there will be more channels to reach the target audiences, so diversification really becomes key to raising advertising profit in 2023.  3. First-party cookies are the VIPs  Last but not least on the subject of CTV is its innate cookieless nature. It takes IP addresses, behavioral markers, device IDs, etc. for targeting, thus greatly facilitating the task of advertisers.  In the cookieless future, (which is undoubtedly coming despite how many times Google postpones it,) the role of proprietary data will only grow, presenting new technologies, tools, and tactics to reach your desired customers even without detailed data we were so used to. Pay close attention to innovations in this area, as their fast adoption can secure your success in the new digital environment. 4. In-app advertising is the new black The mobile gaming market is a huge deal. According to Newzoo, it will surpass $200 billion by 2023, and the number of players will exceed 3 billion people. The sheer size of this audience makes it reasonable to invest your ad budget in the industry; yet, it’s not all there is to it.  In-game advertising, especially the rewarded videos in FTP apps, is one of the greatest tools for driving engagement. Most developers note that users welcome helpful videos that not only give them an in-app bonus but are also relevant to the content they're promoting. Using precise targeting, you can immensely boost your measurement of performance ROI with in-app ads. 5. White Labels gain popularity  White Label solutions are DSP platforms on which you don't just register and start working in a ready-made interface with a ready-made set of SSP partners, but which you own and configure completely yourself — from how it looks to connecting your own traffic sources. It has been increasingly popular throughout 2022 and the trend seems to go on in 2023 with more WL DSPs granting more freedom to advertisers and marketers.  Does this solution suit everyone? No: both self-serve and white-label DSPs have their own advantages and downsides. If you are an experienced advertiser who knows exactly what traffic your business needs and where to find it, and has specific requirements for how the platform is structured, WL DSP can be the perfect solution. Just keep in mind that it is quite costly for smaller advertisers — both in terms of money and time resource you spend on managing your own solution.  6. The line between demand and supply is blurring  Software ecosystems are a trend across industries, and programmatic advertising is no exception. But what might a complex ecosystem look like in this niche? The answer is given by another trend that will be relevant in 2023 — the convergence of DSP and SSP to the point of complete blurring of the boundaries between them. The process has already started. DSPs look to integrate direct functionalities of SSPs, like it happened, for example, in The Trade Desk case this year. SSPs, in turn, go deeper into the things that traditionally were under DSPs' “jurisdictions”, like direct partnerships with media agencies.  Such convergence may seem daunting for some users, and this is understandable: changing clear and familiar patterns requires adaptation to new rules of the game. However, it is worth remembering that such transformations always bring new opportunities, and to use them for maximum profit, it is worth staying at the forefront of changes. 7. DOOH came out of its hibernation Thankfully, the COVID-19 pandemic is increasingly under control and people around the world are returning to normal life — along with some advertising channels, which were put on hold for a long time due to circumstances. One such channel is digital outdoor advertising or DOOH.  According to Statista, more than three-quarters of advertisers plan to increase their budgets for DOOH (according to BWG Strategy, only about 4% of budgets are currently spent on this channel on average). And this is just the beginning: the rapid growth of the DOOH market, which is expected to exceed $50 billion by 2026, is more than likely in the coming years. 8. Audio is still looking for its voice (pun intended) The growth of voice assistants and the recent history of M&As gives us reason to expect interesting innovations in the field of audio advertising, be it ad placement on streaming music services like Apple Music or integration of advertisements into podcasts. In 2023, it is worth following partnerships between digital audio companies and programmatic media platforms to adapt your strategy in time to a disruptive new opportunity — if one emerges. 9. 5G Will Speed Up Programmatic As Statista shows, the United States and China at the moment lead in the world’s 5G adoption rate with 296 and 356 cities with stable access to the technology. In 2023, 5G is to become more and more mainstream, while some countries may extend and even begin experimenting with 6G. Increasing Internet connection speed will be a major factor of influence for the Real Time Bidding industry. Beyond the obviously faster bids, Forbes points out that 5G will make connections more stable, granting a non-disruptive experience for the users and more opportunities for advertisers. With higher Internet speed and smoother connection, they will be able to utilize the full potential of high-quality visuals and videos in their inventories.  10. Metaverse is the most promising concept What can be better for digital advertising than a more immersive digital world? This is exactly what Metaverse is supposed to be, so no wonder it is so highly anticipated across and beyond the industry. However, even without the Metaverse in its most grand version, envisioned by Mark Zuckerberg back in 2021, we have many projects like RobloxDecentraland, The Sandbox, and Roblox that start to outline the first outports of Metaverse. 2023 will open this area for smaller startups and projects, introducing more people into this new digital environment — and with this mainstreamization, the time will come for ads inside the newborn Multiverse.  Are you excited about these trends? We sure are! If you need advice on how to apply them best to your programmatic advertising strategy for 2023, reach out to our support anytime. And don’t forget to return to the DecenterAds blog for more insights in the future.  

Programmatic Strategy: 6 Ideas For A Perfect Christmas

With Black Friday and Cyber Monday behind us, we’re all counting the days until Christmas. For advertisers and publishers, of course, there is a lot more to wait for than the tree, the presents, and Christmas carols; December with its titular holiday is one of the greatest spending seasons of the year. What to expect from Christmas Eve 2022, and how to boost your advertising strategies to the max? Tune in to DecenterAds’ guide and learn! 

DMEXCO 2022 x DecenterAds: recap

A return to offline after two years of distancing just had to be epic. And so it was! DecenterAds team was thrilled to be a part of this major event, finally seeing people face to face and having the opportunity to dive right into networking and all the exciting insights the industry has produced.