Get ready for the Q4 retail shopping frenzy—all brands competing for consumer attention across every platform. With so many deals in the air, standing out requires more. Sell-side targeting, which moves audience targeting upstream to the supply side, offers a significant advantage over demand-side platforms by providing more direct control over ad placements and access to premium inventory. Here are five tips we’ve gathered from Glossary’s strategy to ensure your campaigns reach motivated holiday shoppers with audience curation and quality inventory.
1. Expand Reach and Relevance with Sell-Side Targeting
Why It Matters: In a competitive advertising landscape, sell-side targeting offers a larger range of inventory to choose from, increasing reach while maintaining relevance. This approach is particularly valuable when consumer attention is divided, as it allows for more precise audience targeting across multiple channels.
Strategy Tip: Combined with first-party data integration, you can scale your audiences effectively. Sell-side targeting improves CPM efficiency by reducing waste and ultimately achieving a higher ROI, ensuring your ads reach more of the right people without sacrificing relevance.
2. Leverage Sell-Side Data for Dynamic Campaigns
Why It Matters: The dynamic nature of 2024’s current events requires agility in advertising. Sell-side data offers advertisers greater control over ad placements, improved campaign visibility, and more optimization levers than traditional DSP-based approaches.
Strategy Tip: Partner with solutions to access granular inventory optimization and curated auction packages. This refines audience targeting, ensures ads appear alongside high-quality content, and increases the number of qualified impressions at auction.
3. Enhance Personalization to Boost Engagement
Why It Matters: Personalization through sell-side targeting creates campaign effectiveness. Direct publisher connections, improved audience matching, first-party data integration, and expanded inventory access enable highly tailored ad experiences, driving higher engagement and conversions in a competitive landscape.
Strategy Tip: Utilize audience segment data to accurately target the relevant shopper based on interests, behaviors, and more, creating a unique and relevant shopping experience for each customer. For example, toy retailers can reach specific retail store shoppers and parents of young children.
4. Integrate Cross-Channel Advertising for Cohesive Campaigns
Why It Matters: Sell-side targeting operates seamlessly across multiple channels, including web display, mobile, in-app, and connected TV. This multi-channel capability ensures consistent and cohesive messaging, maximizing exposure and engagement as consumers interact with various platforms.
Strategy Tip: By applying campaign targeting on the supply side and activating impressions through Deal IDs, gives you a more direct path to the supply itself and creates a unified advertising experience. This allows brands to maintain message consistency across diverse channels, benefiting from improved audience matching and first-party data integration.
5. Optimize Mobile Experiences for On-the-Go Shoppers
Why It Matters: Sell-side targeting works effectively across mobile and in-app environments, allowing advertisers to reach on-the-go shoppers with precision. This approach enables better utilization of first-party data and improved audience matching, crucial for capturing attention during peak shopping periods.
Strategy Tip: Activate mobile-specific audience segments through Deal IDs for more efficient CPMs, reduce waste, and improve ROI. Combine this with detailed SSP reports to continually optimize your mobile campaigns and drive higher engagement and conversions. You’ll get more granular targeting for campaigns with specific parameters or KPIs ( specific Geos, specific language domains, viewability standards, and all other verticals).
Glossary’s Sell-Side Audience Curation Advantage
Like the perfect bow on a holiday gift, sell-side targeting neatly wraps up holiday retail strategies. Moving audience targeting upstream provides greater control over ad placements and access to premium inventories. Whether you need to reach on-the-go mobile shoppers or maintain consistent messaging across platforms, Glossary helps target motivated consumers using proprietary audiences.
Ready to get started? Contact us to get ready for this holiday season and we’ll have your campaigns up and running in no time.
