How In-App Programmatic Ads Prove Valuable to Data Research?

The democracy of apps is all set to take the whole world by storm. To bring it in, the programmatic advertising is inserting innovations. It is transforming mobile apps into a digital ads hub whereby users can plunge to really useful information.

How? It’s no big deal to understand.

Artificial Intelligence (AI) and Machine Learning (ML) via programmatic ads are adding useful data to the web for research. The online advertisers have found an easy way to access their target audience that, indeed, wants to buy.

Simply put, online ads are no more bound to human negotiations. Preset prices cannot prevent ads from publishing. Moreover, it’s happening in the real-time. These are what the in-app programmatic ads are. The researchers take its Data Management Platform (DMP) as a silver lining. Being enriched by data sticking around customers’ behavior, interest, preferences and a lot more, it is a point of interest for web researchers. They want its access to analyse for drafting strategies to upsell and cross sell. This platform carries data from publishers’ Supply-Side Platform (SSP) data and Demand-Side Platform (DSP) data by advertisers.  

The data mining companies seek information from the DMP to sort and segment cookie data. This is how they translate it into business intelligence, such as predictive strategies to target a specific user via relevant ads. 

Before programmatic ads’ trend, the number of publishers was outnumbering the advertisers. Consequently, a large quantity of inventory used to remain unsold. That unsold inventory (data of ads) from different publishers was pooled in the ad networks. There advertisers used to sell it at a discounted rate. However, the premium inventory was manually controlled, but the leftovers were put on auction to the highest auctioneers.  

The actual problem was popped in targeting audiences. For example, you selected a large publisher to publish an anti-aging cream’s ad. In that case, you could not know who saw your ads. The people over 50+ of age could see it together with the children in teenage at the same time. However, it should be visible to people in the 40s and 50s. Thereby, it adversely ended up in unsold product, which points at the inaccurate targeting. 

This problem evolved Real-Time Bidding (RTB), which triggers when a transaction is being made during loading of a web page, through automatic programmatic ads. Now, ad-exchange is set up. It establishes a stage for advertisers and publishers to enter an agreement on a specific price for displaying ads. Besides, ad networks are here to enable buying ad space by advertisers. All these spaces eventually contribute to big data.

In short, the marketplace of data is growing at an incredible pace. Its credit goes to superfluous mobile research.

A research unfolds the fact of 27 percent spike in mobile ad requests during 2018. For APAC, this percentage exceeded to 44. Its promotion was whopping 425 percent in India.

Another claim by American venture capitalist Mary Meeker revealed the unexpected leap in time being spent on the mobile phone. It spiked from eight percent in 2010 to 33 percent in 2018.

As the mobile usability is surging up, the top guns, including Google and Facebook, have untraditionally appreciated their ad spend devoted to mobile. It is up from 0.5 percent in 2010 to 33 percent in 2018.     

Friedman, owner of one of the top ad exchanges ‘Smaato’, gave a clue about this high time that demands increment in the mobile ad spending. His advisory came at the time when the number of overall app downloads is skyrocketing, resulting in explosive mobile app requests.    

Here is an overview of the statistics regarding programmatic display ads. This research by eMarketer.com presents a comparative analysis of ad spending by devices.  

The market and web research organisations have an appetite for error free information. They see it as a gold rush. The way to get such data is now constructed through these programmatic ads. The publishers need not pass inventory to the ad network in descending order of importance, which used to bring about bidding until all impressions are sold. Now, the in-app programmatic ads are in-trend to compensate, particularly when it comes to accuracy and safety.

The cyber spies are relatively less vulnerable to mobile web. The apps possess a completely different architecture. Therefore, the typical hacking hacks that easily drill holes in the desktop web fall flat. It ultimately is a plus point.

  “One of the main reasons why mobile web is more prone to ad fraud is its similarity to desktop web,” says Friedman.