Amid these trends, new advertising methods such as DSPs and DMPs aimed at B2B companies are emerging, making it important to determine which advertising is truly effective in acquiring leads .
Of course, it's a good thing to try new advertising media, and it's understandable that you'd want to explore new advertising methods if there are no signs of improved results with your main media.
In this article, we will explain the mechanisms of display and SNS ad delivery to help such readers make more accurate decisions without being overwhelmed by a large amount of information, and provide them with reference material to help them decide for themselves whether the advertising methods available on the market are truly effective.
The article also concludes by taking the stance that "when it comes to delivering display and SNS ads, you should focus on advertising services provided by major platforms such as Google, Yahoo!, and Meta."
This may not seem like new information to those chinese overseas europe phone number list involved in advertising management, but this article is intended to help readers re-examine the reality of programmatic advertising and to help them develop the judgment to not be swayed by the abundance of "so-called information" out there.
If you are a B2B business owner who is wondering where to invest your limited resources in display and social media advertising to acquire leads, be sure to read this article.
>> Learn more about "Advertising operations support services specialized for BtoB businesses" <<
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Be cautious when using 3rd party data for ad delivery
It is an indisputable fact that the major platforms are the main battlefield
Recommendations by platform
Be cautious when using 3rd party data for ad delivery
In recent years, with the growing concern over personal information protection, it has become difficult to deliver advertisements using third-party data due to restrictions on device and browser tracking, such as ITP. Therefore, the number of active users of services provided by businesses that offer advertising menus, such as Google, is becoming a more important factor in improving the accuracy of ad delivery.
Until now, DMP providers have theoretically been able to create audiences based on large amounts of aggregated third-party data and deliver ads via cookies.
However, it has now become difficult to store third-party cookies in browsers, and even if a DMP stores large amounts of third-party data, the extent to which it can actually be used for ad delivery is limited.
So, does that mean that advertising menus that utilize 3rd party data cannot be expected to produce results? This is a question that many people may have, but based on my experience, I believe that delivering advertising menus that utilize 3rd party data is an extremely low priority.
Further details on the challenges in terms of delivery volume for advertising menus that utilize 3rd party data include the following:
As described above, while ad delivery using third-party data is becoming more difficult as a trend in programmatic advertising, the existence of advertising media that can achieve a wide reach with high accuracy without relying on third-party data means that ad delivery relying on third-party data will inevitably become less of a priority.
Some methods are emerging that are expected to be effective using third-party data, such as advertising methods that utilize business card management services, but since the fundamental structural problems have not been resolved, we believe that we should not have high expectations in the future.
It is an indisputable fact that the major platforms are the main battlefield
Despite this trend, major platform companies such as Google, Yahoo!, and Meta offer many services with many active users, and as such have large amounts of web data, including search behavior within their own services. They can utilize this data to create audiences that meet the needs of advertisers.
Additionally, because these companies have a large amount of advertising delivery space within their own services, they are able to deliver ads that meet the wishes of advertisers in a 1st-party format, by "using the information they collect themselves to display ads within their own services." This means that they are less susceptible to trends such as those mentioned above.
Additionally, these platforms actively encourage users to log in to their accounts so that advertising remains effective without relying on cookies.
In this way, even if a user has opted out of first party cookies, the usage history within the company's services can be linked to login information and stored, making it possible to provide advertisements tailored to the user without relying on cookies.
In this way, platform companies that offer excellent services have built an ecosystem where, in return, they can display tailored advertisements to users by having them log in to their accounts and provide the information that comes with it.It is based on this background that the effectiveness of advertising is higher than other advertising methods.
Recommendations by platform
Finally, we will explain the recommended level of each major advertising medium and the reasons why when B2B companies run display and SNS ads to acquire leads.
First of all, the level of recommendation varies depending on the service that delivers the ads, so please understand that the number of stars is only a guide and read on to find out why we recommend it.
