Identifying Prospects Through Header Tagging

martechadvisor.com

Digital marketing has come a long way in the last decade. The rise in a number of technologies like DSPs and SSPs, ad exchanges, private marketplaces, and so on, has led to the creation and monetization of the right combination of audience and placement.

According to a blog, the latest innovation in this industry is the supply-led technology, programmatic buying. However, the markets that have been created are complex. The connected platform’s interoperability though tends to help advertisers, but there are a few downsides as well. Multiple technologies as well as intermediary marketplaces become redundant if a publisher already knows that it has that audience that an advertiser is looking to target.

Though header tagging and real-time bidding (RTB) helps advertisers to find the correct customers, RTB markets do not deal with guaranteed buys. This means that the initial supply-side problems haven’t been solved. This can be problematic for advertisers and publishers. Besides, RTB also does not offer control over the quality of placement, making it difficult for advertisers, as the quality of any given placement can vary depending on the brand and its goals. However, RTB doesn’t provide required selectiveness and accuracy when it comes to choosing the quality variables. Since it is an indirect revenue source, an RTB transaction does not live up to the caliber of a guaranteed deal.

Marketers expect outcomes and RTB’s do not always deliver on that front. Marketers will not be okay with half-hearted outcomes either. That is why advertisers are now opting for header tagging.

Header tagging helps in changing the dynamics of the pages and ad servers, without the need for it to be placed. It reveals information about the page as well as the audience, allowing advertisers to control and understand the placements. It therefore bypasses the traditional programmatic markets and brings a direct connection between the advertiser and their audiences.

Growth only tends to increase when marketplaces are evolving to direct models. This is a good piece of news for publishers and advertisers. Header tagging seems to be promising for the near future, however, the mechanics need to evolve more. They need to go beyond the simple header bidding in order to reveal the page quality and audience information required by the advertisers. This will help advertisers go around the existing changes along with the limitations and connect directly with the advertisers and publishers. This is a more effective use of the money spent on advertising.

With proper implementation of heading tagging, advertisers can make guaranteed buys against their unique audiences as well as quality metrics. Publishers can also afford to relax, as they can make the most out of the money they are spending and that the sales are certain.

Therefore, if advertisers and publishers want to be sure that the ad dollars are being placed optimally then they need to simply guarantee their buys. Guarantee these buys against a desired audience and not against any impression, along with preferred quality criteria. So, as of now, it is best for advertisers and publishers to opt for header bidding.