What are digital advertising platforms?

If you are considering doing any kind of paid advertising you probably come across the term ‘ad platform’,  and asked yourself what are digital advertising platforms? In this article will give you an overview of digital advertising platforms, why you’ll need to use one and the different types of digital advertising platforms.

Did you know that 65% of B2B companies have acquired a customer through LinkedIn paid ads.  You can run ads on the LinkedIn ad platform.


What is digital advertising?

Digital advertising is a form of advertising that can be delivered online through desktop or mobile experiences.  The point of a digital advertising platform is to make it as easy as possible for the advertiser to get their ads in front of a relevant audience.  many of these digital as platforms are geared towards self-serve advertising. This is where the advertiser is fully enabled to create and manage their own advertising.   In addition to the advertiser,  digital ad platforms will also be used by the publisher of the ad.  Publishers are the sites that own the ad space.  Publishers can be anything from a small blog, all the way through to search engines such as Google.  Google’s ad platform is called AdWords. Advertisers use AdWords to run ad campaigns on both Google properties and third-party publisher websites. Publishers use AdSense to take these ads and place them on their websites. Most of us think of Google as a search engine,  Google is, in fact, a media company that makes most of its revenues from ads it runs on its various platforms, which include search.

Why use a digital advertising platform?

As a business, if you want to get your ads online then you have two options.  Contact publishers directly or use a digital advertising platform that will allow you to programmatically advertise on digital channels.  Clearly, a majority of advertisers,  or agencies that run ads on behalf of clients, will go down the digital advertising platform route. Using an ad platform advertisers can show ads on different channels, can target their ads,  budget, report and create ads in different formats appropriate to each channel.

Does digital advertising work in B2B?

As a B2B business,  digital advertising should give you access to a highly targetted audience. One of the biggest challenges B2B marketers face is reaching their audience, but with digital advertising, you can target based on search terms, job titles and much more. You can give your well-worn mailing list a rest and think about how to share your message with a much bigger audience. Did you know 65% of B2B companies have acquired a customer through LinkedIn paid ads (HubSpot)? Digital advertising platforms can simplify the process of getting your ads online.

Learn more about specific digital advertising platforms

Google Adwords  –  if you are thinking about digital advertising your first stop is likely to be AdWords. Learn more in our article ‘What is Google AdWords?‘.

What are the different types of digital advertising platform?

Digital ad platforms will allow you to advertise in different places and with different purchasing models. You’ll hear terms like ad exchange, ads platform, DSP, SSP and a myriad of other terms agencies will throw at clients. As a small business likely to run ads yourself, start by thinking about your objectives and where you want to show your ads to meet those objectives. Ad locations will broadly fall into one of the following buckets.

  1. Search engine ads – Show ads on the search engine results pages.
  2. Social media ads – Show ads on social media platforms
  3. Display ads – show ads on content-rich, publisher websites.
  4. Mobile ads – show ads within apps.

If you want to show ads on search results your first port of call is likely to be Google AdWords.  Social media advertising can be a great way of reaching an audience based on who they are and what they are interested in.   Each of the main social networks has their own ad platform including Facebook, Twitter,  LinkedIn and even Pinterest and Snapchat.  Display ads allow you to show ads on third-party publisher websites.  Many websites manage their ad inventory through Google  AdSense which advertises access through AdWords.  for larger media properties.

The Practical View On Digital Advertising Platforms For B2B Small Businesses

“As a small business your focus needs to be about what you want to achieve rather than trying to figure out what platform you should be using. Get going with Google AdWords followed by social media advertising on LinkedIn and Facebook. These these digital advertising platforms will cover the majority of your needs.”


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