Programmatic Advertising Agency
AdYield Labs is a programmatic advertising agency working with publishers, advertisers, media companies, and teams that deal with digital advertising.
We work on the parts of programmatic advertising that are often difficult to manage from the inside — advertising technology, campaign operations, monetization, demand, auctions, optimization, and the decisions that connect all of these things.
Our background goes back to 2012. Since then, our experience has covered different sides of digital advertising, including ad operations, monetization, advertising platforms, demand partners, auctions, and campaigns. That experience is important because programmatic advertising rarely has one isolated problem. A change in one part of an ad setup can affect several others.
So before suggesting a solution, we prefer to understand what is already happening.
What Exactly Does a Programmatic Advertising Agency Do?
There isn’t any standard job description for what a programmatic advertising agency does.
While one business may require campaign management, another may be looking to enhance its monetization or assess an existing ad stack. Yet another may require help in making a decision on which platform to choose or understanding why something doesn’t seem to work as well as it should.
In the world of programmatic advertising, there are several different aspects that matter. Ad servers, SSPs, DSPs, exchange and demand partners all play an important part. They also interact with one another.
That is why we don’t look at a platform or a problem in isolation. First, we consider the entire system and then determine where the problem really exists.
At times, this results in technological change. At other times, it is related to configuration or operations. In some instances, the firm has been using the right technology all along and there is no need for major changes whatsoever.
When Does Your Business Need a Programmatic Advertising Agency?
A business generally seeks outside help whenever something is becoming difficult to handle or a critical decision must be made.
This could be a publisher who wants to assess its monetization performance. It could be an advertiser planning programmatic campaigns for the first time. It could also be an established advertising team that wants another experienced person to look at its setup before making changes.
An agency can be useful when you are:
– reviewing an existing programmatic setup;
– trying to improve advertising or monetization performance;
– deciding whether a platform or demand partner is worth using;
– setting up or managing programmatic campaigns;
– dealing with ad operations issues;
– looking at SSP or DSP options;
– trying to understand auction or demand performance;
– planning a change to your advertising strategy; or
– looking for specialist programmatic knowledge that your current team does not have.
You don’t have to be starting from scratch. In many cases, the work begins with something that is already running.
What Is It Like to Work With a Programmatic Advertising Agency?
It depends on your needs.
Sometimes we come in for a particular problem, and the process is more focused. Other times, we can be involved in the planning, execution, operation, and optimization process.
We can work with an internal advertising team or take responsibility for particular parts of the programmatic operation. We can also come in before a decision is made and help assess the options.
Thus, the initial conversation will not try to match your business to some package. The initial conversation will be about the situation analysis.
What are you doing now? What is good? What is bad? What do you want to change?
Such an analysis will provide much more information than just checking the platforms list.
Working with Your Current Advertising Infrastructure
It does not mean that the engagement of a programmatic advertising agency will lead to rebuilding of the existing advertising technologies infrastructure.
A publisher might be using several supply-side platforms and have header bidding setup. Advertiser might have its demand-side platform, campaign setup, targeting strategy, etc. A media company may have spent years building its advertising operation.
There is no reason to throw all of that away without first understanding it.
We can work around an existing setup and look at how its different parts are performing. If a platform is doing its job, we have no reason to recommend replacing it. If something is creating a problem, we can look at the available alternatives.
This is particularly relevant in programmatic advertising because adding another platform or partner is not automatically an improvement. Sometimes a simpler setup is the better setup.
An Independent Programmatic Advertising Partner
AdYield Labs is an independent programmatic advertising agency and is not an SSP, DSP, Ad Server, or any kind of advertising platform.
This gives us the freedom to explore all the components in the ecosystem without basing the recommendations on a specific technology solution.
The company could already be partnering with technology vendors, demand side parties, advertising agencies, or internal departments. Our task is not to impose a specific solution on such a business environment. Rather, it is to understand the situation and find out where our expertise can add value.
This could be the case of optimizing an existing solution or exploring other technologies, managing techniques or just helping the company to understand its options better.
What We Can Help You With
We work with publishers, advertisers and media businesses across three areas of programmatic advertising.
Supply-Side Programmatic
For publishers and media businesses, our work includes areas such as SSP management, header bidding, yield optimization, supply path optimization, programmatic monetization, and ad operations.
Demand-Side Programmatic
For advertisers, we can work on programmatic media buying, DSP-related activities, campaign management, audience targeting, campaign strategy, and performance optimization.
CTV Advertising
CTV is another area of our work, covering programmatic CTV campaigns, audience targeting, media buying, campaign planning, and optimization.
Strategy and Consulting
Not every requirement fits neatly into a service. At times, there will be a need for some sort of an analysis and guidance on how to proceed with advertising. This may include analysis of platforms and partners, analysis of the present situation, identification of issues, or finding a realistic approach to programmatic advertising.
Is a Programmatic Advertising Agency Right for Your Business?
When you have the right people with the right experience in your internal group and everything is going well for you, then perhaps there isn’t much reason to bring anyone else in.
However, when programmatic becomes hard to manage, when performance is lacking, and/or when a big technological or advertising decision is looming, the outside experience can be helpful.
The publishers could require assistance with monetization, demand, auctions, ad ops, and advertising infrastructure.
The advertisers could require help with planning, media buying, targeting, and optimizing campaigns.
And sometimes the requirement is much simpler: you have an existing setup and want an experienced person to look at it before you make the next move.
That is the kind of work we do at AdYield Labs.
Let’s Talk
If you have a programmatic advertising setup that you want reviewed, a campaign you need help with, or a decision you are not sure about, get in touch.
You can tell us what you are currently doing, where you are facing a problem, or what you are trying to achieve. We can take it from there.
FAQs
What does a programmatic advertising agency do?
A programmatic advertising agency helps businesses plan, manage, and optimize their programmatic advertising. This can include campaign management, media buying, monetization, ad operations, technology reviews, targeting, strategy, and performance optimization.
When should I hire a programmatic advertising agency?
A business may benefit from an agency when its programmatic setup has become difficult to manage, performance needs improvement, specialist expertise is required, or it is considering a change to its platform, partners, campaigns, or advertising strategy.
Can a programmatic advertising agency work together with my internal team?
Yes. Our team will be able to work together with your advertising, marketing, monetization, or ad ops team.
Can AdYield Labs work within an existing advertising infrastructure?
Yes. We will evaluate your existing infrastructure before suggesting any improvements or changes. There’s no need to replace anything just because it is there.
Does AdYield Labs work with publishers and advertisers?
Yes. AdYield Labs deals with both sides of programmatic advertising – supply-side and demand-side. It is not the same for both, and the process is based on the business goals and characteristics.
Why should we hire an independent programmatic advertising agency?
Independent agency can analyze various platforms, vendors and components of the advertising infrastructure objectively and without limitations associated with particular technology vendor.