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Point to an industry of any sort and you can almost guarantee there’s a space within it for intermediary parties. In law, you’ll find mediators; in entertainment, you’ll find agents. And in most (or many) cases, these intermediary figures play an important role, even if the earnings seem to be a tad disproportionate. In the digital advertising industry, ad servers have long been the intermediaries whose presence is generally taken for granted. One of the original Genius Monkey aims was to circumvent this aspect of online marketing… and to do so entirely. Achieving that end meant constructing a platform suitably durable and sophisticated to negate the need for a go-between measure of any sort.
Ad Serving
It goes without saying that to engage in any capacity with the internet is to encounter advertisements, and in large quantities. How is such an incalculably massive body of content managed in anything like an efficient manner? In large part, this is achieved by ad servers, or software mechanisms engineered to push out advertising pieces with organization and automation as their primary selling points. For various reasons, this sort of function is normally relegated to third-party operations whose knowledge of the space renders them capable of overseeing its more nuanced aspects.
How We Evolved Past Third-party Ad Servers
There’s no question of the fact that ad serving is an essential component of any online marketing effort. What Genius Monkey has questioned for years is the need for third-party ad serving. In constructing our own algorithmic infrastructure, we are able to merge the necessary functions of an ad serving platform with our own automation, tracking, programmatic, and optimization features; these combine to create a system entirely managed from within. Perhaps more so than all else, it is this aggregated approach to ad serving that most places Genius Monkey beyond the reach of many industry competitors. Integration truly is our foremost competency.
Now That You Know…
An obvious challenge with any third-party ad server arrangement is that of adjusting spend and, for that matter, effort and attention in real-time. If the data accumulated throughout the life of a given campaign goes unregistered as it’s materializing, you will be unable to reallocate your resources accordingly, at least not without being subjected to a potentially costly delay. With Genius Monkey’s in-house ad serving program, you can trust that our data findings operate in tandem with our various real-time optimization tools. The impressions and/or clicks yielded by each advertising campaign are tracked and acted upon per an advanced programmatic framework. While traditional third-party ad servers push out content and provide reporting in a consolidated capacity, our tracking applications are ongoing and make spend/media release adjustments as necessary. All of this is managed as a single operation, negating the need for additional vendors and providing you with the knowledge that your investment is benefiting from a sophisticated interplay of systems.
Third-party ad serving is useful in principle and, to be sure, in practice. But Genius Monkey’s business model bypasses that aspect of the industry entirely. This creates an advantageous arrangement for our clients, who appreciate the simplicity our programmatic advertising model and the cost savings it promises. Where intermediaries are necessary, they should exist. But if you can work directly with another party and come away with stronger results for it, why not do so? That’s a question we’re happy to answer for you.
