Programmatic DSPs vs No SDK Ad Networks 🥊

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In programmatic, impressions are paid through real time bidding so the market determines the price of each effect. With affiliate networks, stock pricing is predefined by the associate network. Marketers pay a fixed fee for a bulk of impressions, per click CPC, install CPI, or action CPA. Each pricing model triggers a different incentive and the extra advertisers get from the cost of the media, the fewer transparency they’ve.

When media companions are paid CPI or CPC, their incentive is to get attribution for the highest amount of installs or clicks. This often effects in fraud schemes together with click injection, click spamming, etc. When paying CPM to a programmatic DSP, the incentive is set for the media companion to acquire the maximum amount of available first-rate impressions. Ultimately, advertisers are still competing with other advertisers at a dynamic CPM level. The shift to programmatic requires moving on from overstated affiliate network metrics. As Letgo UA director, Adrián Sarasa, said in an interview with Adexchanger “app agents that make the move to programmatic often get a rude awakening once they see their actual achievement metrics”1.

But eventually, information the real cost of the media, and the way and where to arrive real users is the only way to ensure real and sustainable growth. Not all networks are purposely misleading, but no matter if fraud is taking place at the community level or at the writer level, the lack of transparency and accountability makes it really easy to steal attributions, and implement fraudulent tactics. The no SDK ad networks that want to separate themselves from this, have began to grow real time bidding generation, also moving to the programmatic DSP model. No. The programmatic in app space isn’t best.

All channels are exposed to fraudulent schemes. As Danks said: “DSPs provide a much bigger level of transparency than ad networks and permit for impact tracking. ”2Moreover, there are many initiatives to bring further transparency to the mobile programmatic channel. In an editorial with Adexchanger, Fyber’s CRO stated that “Publishers and app builders have started paying attention to this as evidenced by ads. txt, dealers. json, and Supply Chain Object.

”The ad exchanges we work with run thorough checks to ensure best placements. In our recent Supply Takeover series, partners inclusive of Mopub and Smaato shared one of the preventive measures they take, like vetting publishers, pre bid IVT blocking, and post bid IVT detection. At Jampp, we’ve seen the difference between no SDK ad networks and real time bidding first hand, which is why in 2017 we made the resolution to go fully programmatic. It became clear that the associate networks we worked with couldn’t—or wouldn’t—supply any visibility into placements, and had little to present when it comes to protecting advertiser spend from fraud. Since then, we’ve helped various retailers unlock programmatic advertising for more transparency and control over their ad spend.

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