As online advertising has become more popular, the real estate market has kept pace. Real estate websites are one of the fastest-growing categories in online ad spending. Ad exchanges are an excellent way for real estate marketers to buy and sell ad space. Transparency and efficiency in buying and selling ad space with ad exchanges are improved. But, how can real estate marketers purchase ad space through an ad exchange?
How Can You Buy Ad Space
Buying and selling ad space is now easier than ever, thanks to the rise of programmatic advertising. Ad exchanges use algorithms and machine learning systems. You can thus easily buy advertising space on websites relevant to your target audience. You don’t have to worry about negotiating prices or locking long-term contracts with publishers.
Everything is done automatically through these platforms. You can set up your campaigns in minutes instead of hours or days. If any issues arise during campaigns, such as low click-through rates due to poor placement or content quality, your ad exchange will sort you out.
Ad Buying Space Process on an Ad Exchange
Real estate marketers can purchase ad space through an ad exchange. Determine what type of ads you want to buy. You will want to consider if you’re displaying mobile or video ads. You will need a DMP (data management platform) and DSP (demand-side platform) that works with the ad exchange you are purchasing from.
The process involves:
- Set up your budget and bid on an impression using your DSP so that it can be auctioned in real-time by the exchange
- Request a quote for the specific ad space that you want to sell or buy
- Send a bid request to the real estate ad exchange platform
- You will then receive bids from multiple buyers and sellers in real-time
- Select one of the bids as the winner and deliver the bid to the publisher or advertiser who made it
- You will then be charged for each time your advertisement is displayed through a payment gateway on the platform. This process continues until you have spent your entire budget or until the campaign’s end date.
Components of an Ad Exchange
There are several components to an ad exchange that facilitate this process. One such component is a supply-side platform known as SSPs. The SSPs provide publishers with the software to manage their ad space inventory. Publishers can set the price of their advertising space through SSPs. The SSPs will then put it up for sale in an online auction. The highest bidder will win that auction, allowing publishers to acquire the finest possible deal for their marketing space. Another important component of an ad exchange is a demand-side platform. The DSPs give advertisers tools to bid on available advertising space in an auction. DSPs allow advertisers to choose specific criteria for which types of ads they want to purchase.
Fast and Simple Marketing
The Internet has revolutionized how real estate marketers buy and sell advertising space. You can quickly and efficiently purchase ad space in an online ad exchange in real-time. The automated marketplace allows advertisers and publishers to buy and sell advertising space on websites or mobile applications. The process allows for a simpler approach when purchasing ad space from multiple publishers at once. These exchanges also allow for better efficiency through the use of automated algorithms.
Enjoy Innovative Features
Ad exchanges offer a variety of features that make buying ad space more effective than traditional methods of buying media. Real estate marketers can create custom audiences to target their ideal customers. They then leverage data representing buyer interests, demographics, and online behavior. For example, real estate marketers can take advantage of the first-party data they collect from their websites. They can then upload this information into the ad exchange they’re using to reach those who have visited their site before.
How Much Does It Cost?
The digital advertising world has gone way beyond a one-size-fits-all approach to pricing models. There are several ways that advertisers pay for ad placements on publisher sites. Cost per mille (CPM) is a traditional pricing model under which the advertiser pays each time someone views an advertisement on a publisher’s site. They pay based on the number of impressions (e.g., 1,000 impressions = $5 CPM). Under the cost per click (CPC) model, advertisers pay each time someone clicks on an advertisement. For example, an advertiser might pay $1 for every click up to 1,000.
Best Value for Money
The marketplace operates through real-time auctions to establish the correct price for the available inventory. Advertisers only pay for impressions that meet their criteria, and publishers get the highest yield possible. Ad exchanges are ideal for real estate marketers because they offer a large selection of options at various price points. There is no longer a need to buy inventory in bulk from a single provider. Now you can purchase individual impressions from multiple sources at prices that work best for your budget.
Get Started Today
If you’re a real estate marketer looking for new ways to increase your marketing reach and performance, look at ad exchanges. You have to be creative when advertising real estate listings. These platforms allow you to buy and sell ad space efficiently. You can thus spend more time focusing on what matters—your business.