Why tech based self-serve ad platforms are the next big thing in the Adtech space
Authored by Alok Pandey, Vice President - Sales & Marketing, Xapads Media.
As per HDFC Securities, India is expected to have over 100 new unicorns in 2022. Starting 2022 on a high, one unicorn has been added every five days for January and February 2022. India has a total of 83 start-ups with a collective valuation of $277.77 billion, and this is the dawn of New India defined by new businesses and fast practices of doing business.
Another thing that stands highlighted is the speed with which these start-ups are growing, Where Mensa Brands has become India’s fastest start-up to turn into a unicorn, within barely six months of its launch, Glance is also amongst the quickest, achieving this feat in barely 20 months since inception. E-commerce platform Paytm Mall is another start-up that was quick to turn into a unicorn.
Fact Check – “Series B funding of $135 million led by Alpha Wave Ventures-Falcon Edge Capital in November 2021, Mensa Brands has become India’s fastest start-up to turn into a unicorn, reaching this feat within barely six months of its launch.”
What does this optimism in the Indian new business and digital growth mean for the Adtech Industry?
Understanding who your customers are and where they come from is the most important part of the growing and evolving Adtech industry. There is a constant need for bringing the products in-line with the requirements of the marketers. So, we asked a few industry leaders about what they thought were the main challenges and opportunities in coming times, and the majority of them have summed up Scale, Speed, Transparency, and Control.
The future lies with DSPs that can help advertisers understand and reach their audiences across multiple dimensions in a more fast and transparent way. It would be safe to say that brands and advertisers have matured their programmatic buying capabilities and are now ready to take control of their marketing strategies and looking for single umbrella offerings of premium and exclusive omnichannel inventory that drives performance backed by Machine Learning and Artificial Intelligence.
Now, the question is “Why tech-based self-serve ad platforms are the next big thing in the Adtech space?” Today, the need is a Self-serve Adtech solution having Data Audience, Rich targeting, Premium Publishers, and Omni Channel capabilities under one DSP. A platform that can give a robust alternative to everything traditional advertising has to offer, but more transparent, fast, and easy to manage. With real-time reports and analysis, this would give control over to the advertiser/ marketer to scale and manage as per the market strategies and results.
With more power comes more responsibilities and the focus has to be made around making Self-Serve DSPs safer, Fraud Hygiene, Scalable, so the tech stack has to be backed by the following tool to offer a reliable system:
- Sophisticated Ad Fraud Tool.
- Robust DMPs for Audience Targeting.
- The omni-channel umbrella for premium supply.
- Data-driven insights to measure Spent and Performance.
Tech has always played a vital role in bridging the gaps of today towards a better future, and we have all the reason to believe that Adtech is ready to bring a paradigm shift in advertising.