An adexchange is a digital marketplace where publishers and advertisers sell and buy advertising space. It allows advertisers to purchase ads from different sites often through real-time bidding and auctioning. There are different types of ad exchanges: open ad exchanges, private ad exchanges, and preferred deals.
Types of AdExchanges Specific To Real Estate
The ad exchange market offers real estate agencies different options. Marketers can go for any ad exchange depending on the circumstance and preference. Here are options to choose from:
1. Open Ad Exchange
An open ad exchange represents a public marketplace that allows bidding for an ad spot. This type of ad exchange is free for anyone to display their ads at any time. Although it is an excellent platform for reaching a large target audience, it has numerous challenges.
Read Also: Improvise the Kitchen by the Latest Fashion
Advertisers don’t get detailed information about the ad space from the publisher. The data is vague, and one can’t tell where the ad will be placed. These uncertainties result in open ad exchanges getting misused.
Open ad exchanges are associated with bot activity, malware, and ad fraud cases, making them the least appealing option for ad placement. Regulators find it challenging to eliminate these malicious activities since these ad exchanges are available to everyone.
2. Private Ad Exchanges
A private ad exchange is a closed platform that has a set of bidding conditions. The platform determines who can bid and how many times one can bid on the website. Compared to open ad exchanges, private ad exchanges have more benefits and are more secure.
The publisher in private ad exchanges controls the real estate agencies or brands that bid for an advertising spot. After filling bids, the publishers then invite marketers to their advertising space. Both parties agree on the terms of the advertisement so that the ad can be displayed.
A private ad exchange is a seamless platform for advertising due to its limited number of ad spaces. Negotiation for these premium spots may take longer than open ad exchanges. However, there is clear communication since publishers directly negotiate with real estate agencies and brands.
A publisher can block any bid that doesn’t follow the conditions or meet the requirements. An anti-fraud button eliminates malicious bidders that might try to manipulate the system. Again, open communication makes it convenient for advertisers to air grievances or challenges they might face securing an ad spot.
3. Preferred Deals
Publishers can sell their digital ad space to a preferred advertiser at a negotiable price. A publisher chooses the real estate agency that qualifies for the ad spot. It’s a great option since an advertiser and a publisher can create a strong relationship based on the inventory.
Preferred deals don’t include bidding options. Publishers set up a system to determine how much they will earn from their ad space. Advertisers don’t have to wait for the bids to be accepted; all they need is to meet the publisher’s requirement. Formal communication with the website or mobile app management is required to clarify the details of the ad.
A real estate agency or a brand may opt for preferred deals since they can place an ad with the publisher anytime they want. Preferred agreements give a business an excellent opportunity to reach homeowners and buyers quickly. An agency must look for a credible ad exchange firm to match buyers and sellers at the right time.
Benefits of AdExchanges
The best thing about an ad exchange is that it gives all real estate agencies equal chances to showcase their ads on various platforms. Here are the benefits a real estate agency can get from using an ad exchange for their business:
1. An Effective Way of Advertising
Ad exchanges help an advertiser reach their target audience at the right time. These ad exchanges provide a unique way to drive traffic to the selected real estate business.
2. Transparent Way of Buying Ads
Ad exchanges offer the most transparent and efficient solution for placing ads. The platform doesn’t discriminate against small brands, unlike other systems. An ad exchange is structured to help all brands penetrate the increasingly dynamic and complex advertising market.
3. An Ad Exchange is a Fair Marketing Platform
This digital marketplace doesn’t serve either the seller or the buyer. Instead, it acts as an auction mediation tool for trading digital ad inventory autonomously. This means ad exchanges give equal opportunity to all qualified brands.
Should a Real Estate Agency Use AdExchanges?
It’s an excellent decision to use adexchanges if you’re part of a real estate agency. It can help you connect with credible websites to help your real estate agency gain more exposure. The best thing about an ad exchange is that it gives you the option to bid on an ad space that works with your budget. If you want to get your real estate agency’s name out there, an ad exchange is a great way to do that.