Erik Levin, Product Manager
14.11.2023
Unwrapping the Power of Display Wrapper in Programmatic Advertising: A Secret Ingredient for Success
In the fast-paced world of digital marketing, programmatic advertising has become the ultimate tool for brands looking to target the right audience at the right time. It has streamlined the process of buying and selling ad space, making it more efficient and data-driven. However, the success of programmatic advertising doesn’t solely depend on the ads themselves but also on the innovative technologies and strategies that support them.
One such game-changing strategy that has quietly revolutionized programmatic advertising is the display wrapper. I don’t wanna make it sound mysterious, but it’s the secret ingredient that can take your business to new heights.
The Story Behind: The Display Wrapper
So, what exactly is a display wrapper? In programmatic advertising, a display wrapper serves as a protective layer around your ad creatives. It’s the element that ensures your inventory hosts the best suitable ads for your target audience. This ensures that ad budgets are optimally utilized which results in higher revenues for advertisers, and obviously publishers.
Display wrappers are commonly used in header bidding, a popular technique in programmatic advertising. Here’s how it works:
Header Bidding Explained: Header bidding is a real-time auction for ad inventory that occurs before the actual web page content is loaded. Advertisers can submit their bids for ad placements in the header of a webpage. This allows them to gain premium visibility and higher chances of engagement.
The Role of Display Wrapper: Display wrappers are used to manage and optimize the header bidding process. They serve as a container for multiple demand partners or bidders, allowing you to simultaneously access different ad networks or exchanges. This, in turn, maximizes your chances of securing the best ad placement and the highest bid.
Put Your Ads in Context: The magic happens once ads are selected and delivered to users based on the content they are currently viewing or engaging with on a website or app. This method is called contextual advertising. Once the display wrapper employs this method it evaluates the performance and suitability of different ad networks or exchanges in real time, automatically selecting the one that offers the best deal for each impression. This ensures that your ad is shown in the most valuable spot on a webpage at any given moment.
The Twist: AI-Powered Display Wrapper
Now, here’s where the exciting twist comes into play: AI-powered display wrapper. Machine learning (ML) and artificial intelligence (AI) has become part of nearly every aspect of programmatic advertising.
An AI-powered display wrapper takes the concept a step further. It uses ML algorithms to not only select the most suitable ad network or exchange but also to personalize the ad content itself. These intelligent display wrappers analyze user data, behavior, and preferences to deliver highly targeted and relevant ads.
In other words, an AI-driven display wrapper is like having a personal shopper for your ads, ensuring they are not only in the right place at the right time, but also wearing the right attire, meaning presenting an end-user with an ad that’s extremely relevant.
Benefits of AI-Powered Display Wrappers
AI powered display wrappers are a game-changer in terms of ad placements which ensures the best use of available inventory.
- Increase Ad Relevance: AI ensures that ads are tailored to the individual preferences and needs of your target audience, resulting in higher engagement and conversion rates.
- Maximize Revenue: By constantly optimizing bid decisions, an AI-powered display wrapper helps get the most out of your ad inventory. How is that? By maximizing revenue and ensuring the most efficient use of ad inventory publishers can find the ideal balance between maximizing revenue and ensuring that ad inventory is sold at competitive rates.
- Save Valuable Time: Optimizing the flow of ad requests, impressions, and data, by utilizing traffic shaping or supply path optimization (SPO) publishers can optimize the use of ad inventory. This saves valuable time, improves ad performance, and translates into higher revenues for publishers.
Wrapping It Up
Programmatic advertising is a dynamic and highly competitive field. Staying ahead of the curve is essential for success. The display wrapper, especially when enhanced with AI, is the secret ingredient that can significantly boost the distribution of ads.
By embracing this innovative approach, publishers can ensure that their ad space is used best, presenting high valuable content to the right audience at the right time, in the most engaging way possible.
Whenever you are looking for ads that are most relevant to your inventory, remember to unwrap the potential of the display wrapper, which just might be the secret ingredient that propels your business to new heights. For more info please schedule a demo or check out more relevant content here.