Combining the latest advertising technologies to drive success for demand and supply partners
Programmatic & RTB
We work with numerous programmatic partners and offer a seamless integration across several buying platforms and technology solutions. Gambex is here to offer our clients a simple solution to the increasingly complex and evolving programmatic landscape.
Programmatic advertising currently the fastest growing solution for digital media. It has touch points across all digital verticals, Display, Mobile, Video, iTV, Audio & Native and offers advertisers the opportunity to focus on targeting the individual wherever they are and whatever device they are using.
Historically, advertisers were limited to targeting ad placements depending on the feedback from the publisher and their supply side partners. There was very limited insight into the user beyond the content and context of the site they are visiting. Programmatic started to change the way advertisers promoted their message. Now, you are able to build a picture of the individual you are trying to target and buy at an impression level.
This allows you to make your buying decision based on insight from the data passed when an impression becomes available. Traditional digital agencies drive up advertiser costs through additional fees and lack of transparency. Programmatic advertising started to offer advertisers insight into the true cost of their media in terms of price and performance.
Ad-Exchanges
The method of buying and selling digital advertising has gone through a radical change over the past few years. This process is now happening through RTB (Real-Time Bidding) and is empowering advertisers with clear insights and tools to buy efficiently and accurately.
An Ad Exchange is the engine behind the supply and demand relationship in RTB. It is a marketplace that allows access to thousands of sites globally. Advertisers are able to increase their ROI through targeting, defined bids, budgets and caps. An Ad Exchange typically works with large volumes of impressions and enables the communication of their information in real-time.
Demand Side Platform (DSP)
DSPs are digital platforms, specifically designed to service the needs of the advertiser. Typically advertisers or agencies login to an account and control their buying through their DSP. Most DSPs will be connected to numerous exchanges and enable filtering and data insight to be managed by the advertiser.
Supply Side Platform (SSP)
SSPs offer publishers a connection to the programmatic landscape. From their account they will be able to manage the flow of their impressions into exchanges and DSPs. Publishers are able to send select information, mask information and set floor rates for the supply as it becomes available. These details are all communicated to the advertiser, in real time through the Exchange and, in turn the DSP.
Data Management Platform (DMP)
Huge volumes of data are collected, analysed and sold to programmatic advertisers through DMPs. There are hundreds of DMPs available to choose from, each offering their own technology and insight into the data and the information derived from it. Gambex works with large technology partners to ensure a smooth connection to these platforms. From there we are able to build and target specific audiences through the insight gained from the data. Data is passed in the bid request to Gambex, in real time we are able to commit a decision to buy and deliver the creative, the targeting options are specifically built for each individual client and campaign.
