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Advertising technology is one of the core parts of the modern media business. However, many media businesses neglect ad tech’s quality. The reasons for this attitude vary from a wish to cut costs to a lack of tech knowledge.
Unfortunately, a flawed ad tech platform could damage the media business more than its absence. Yet, you reverse the situation when using an enhanced advertising technology platform.
It is obvious nowadays that digital ads are in demand both for businesses and customers as the number of online users grows. In 2024, Netflix announced its ad tech platform, targeting a worldwide launch by late 2025. This move allows Netflix to manage its ad operations, optimize targeting, and increase engagement.
Devtorium specializes in developing advanced ad tech solutions tailored for media entrepreneurs. In this blog, you’ll discover current ad tech limitations, advice on enhancing the platform, and a real success case.
What are the Primary Limitations of Current Ad Tech Platforms?
Digital transformation has reshaped the media industry a lot. The way media businesses apply advertising has changed, too.
If you own an online media platform, you should have heard of demand-side platforms (DSPs), data management platforms (DMPs), and supply-side platforms (SSPs). These three platforms are key components of advertising technology. DSPs handle ad buying, SSPs manage ad selling, and DMPs operate data.
Media businesses often have trouble estimating these components equally. Such an issue usually results in poorly optimized platforms and causes monetization cuts.
The main challenges for ad tech platforms include:
- Inability to manage advertising inventory streams according to target groups, engagement metrics, content context, and advertiser requirements
- Lack of real-time data processing and automation, causing delays in decision-making
- Poor cross-platform data integration, creating siloed information
- Weak audience segmentation tools, decreasing targeting accuracy and ROI
- Inefficient bid optimization, affecting yield performance
- Overdependence on third-party ad networks, limiting direct monetization opportunities
- Inefficient ad targeting and delivery lead to wasted impressions and lower engagement rates
- Outdated attribution models, failing to capture the complete customer journey
- Lack of predictive analytics capabilities
- Poor integration between demand and supply platforms, creating technical bottlenecks
How Can You Enhance the Ad Tech Platform For Revenue?
Enhanced ad tech platforms improve monetization by implementing advanced technologies. It is simpler said than done. These techs mean utilizing AI, predictive analytics, and cross-platform.
AI and Machine Learning
Today, AI and machine learning are becoming essential for empowering ad tech. They can predict users’ preferences and deliver personalized ad placement based on contextual signals. While AI constantly tests and learns, it optimizes ad performance by adjusting bids, creatives, and targeting.
In the coming years, contextual and AI-driven advertising will replace cookie-based tracking. Privacy regulations restrict traditional monitoring. AI technologies that understand content will enable relevant targeting without personal identifiers.
Advanced Metrics and Predictive Analytics
Media businesses should track many measurements to guarantee the efficiency of published ads. Advanced metrics include:
- customer lifetime value (CLV)
- attribution across multiple touchpoints
- view-through conversions
- engagement time
- content affinity patterns
- incremental lift metrics
- ad fatigue indicators
- conversion rates
Your ad tech platform should have at least half of them to be considered advanced. Moreover, combining these metrics with AI analysis can provide you with predictive analytics.
Predictive analytics is key in advertising strategy. It forecasts customer behavior and campaign performance. It is also beneficial for optimizing budget allocation across channels and predicting customer churn.
Cross-Platform and Multi-Channel Integration
Integrating cross-platform practices is essential for achieving a balanced and comprehensive ad tech management solution. Instead of disjointed ads, businesses can achieve consistent audience engagement. Unification happens through centralized management interfaces, synchronized audience definitions, and API connections.
Multi-platform advertising deploys campaigns simultaneously across diverse channels, including websites, social media, apps, and TV. This approach maximizes reach by leveraging each channel’s unique strengths and audience coverage.
SAFe Framework Integration
An improved advertising platform powered by the SAFe framework has a huge advantage for the media business. SAFe allows large companies to coordinate work effectively between numerous teams working on joint projects. This approach facilitates better communication and cooperation between different groups and provides an opportunity to gain invaluable experience working with complex business processes.
As each participant understands their responsibilities and interdependencies, companies can respond quickly to changes and achieve higher productivity. SAFe also promotes discipline and organization, making processes more predictable and controllable.
Bonus: All-in-One Solution
It may sound unlikely, but it’s true—an ad tech platform that integrates DSP, SSP, and DMP functions eliminates the abovementioned challenges. If you are excited, read the next paragraph or discover our case study on the related topic.
Media Companies’ Success with Advanced Ad Tech
The right ad tech platform isn’t just theory—it delivers measurable results. At Devtorium, we develop cutting-edge software solutions that align with your business strategy. Our global clients, from startups to enterprise leaders, have leveraged our expertise to drive profit growth. But don’t just take our word for it—here are real case studies to prove it.
TV Making Software
The client’s main product is a really complex TV Making Platform that helps businesses to generate ideas for quality video…
Why an Innovative Ad Tech Matters for Media Business
As you can see, an advanced ad tech platform is necessary to gain a competitive advantage among media providers today. Also, without it, inefficiencies in targeting will continue to limit revenue potential. Programmatic solutions and AI-driven analytics can quickly boost any legacy ad tech platform, so your media business will be among the top.
Transitioning from a flawed platform may seem challenging, but the long-term benefits outweigh the costs. Choosing the right ad tech provider requires careful evaluation of many factors: budget, reputation, experience, offered functionality, and more. Devtorium can meet all these needs. Contact us for expert guidance if you’re ready to enhance your platform!
