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What is an Ad Stack and why do publishers and advertisers need it?
The term ad stack – or ad tech stack – combines all the important technologies and tools for buying and selling online ads. It automates digital marketing for all parties involved – and above all makes it efficient and profitable. It helps publishers to monetize their websites: without time-consuming management of advertising campaigns. It enables advertisers to optimize their programmatic advertising and target it specifically to their target groups. The heart of the programmatic ad stack is the ad server. It also includes ad tech solutions such as Demand Side Platform (DSP) and Sell Side Platform (SSP), Data Management Platform (DMP), Analytics Platform and Consent Management Platform (CMP), Ad Exchange and Ad Fraud Prevention. Other advertising technologies ensure, for example, that the quality of display advertising and traffic is monitored.
What is ads.txt and how do publishers benefit from it?
Authorized Digital Sellers or “ads.txt” is an initiative of the IAB Tech Lab (IAB Technology Laboratory) that ensures greater transparency in programmatic advertising. Like “sellers.json”, it helps website operators to prevent ad fraud. The mechanism behind it: ads.txt is a file in which all authorized sellers are listed. This helps publishers to control who is authorized to trade their digital ad inventory as part of header bidding. The ads.txt file is hosted on the server of the respective website and is constantly updated. This technology ensures that cyber criminals cannot access any inventory from Publishers – and that advertisers can recognize fake inventory.
What is a Consent Management Platform and what advantages does Traffective’s CMP offer?
A Consent Management Platform – CMP for short – is a software or technological platform for website providers such as publishers to operate cookie management. It enables them to obtain, store and manage the data protection consent of users. This process is regulated by numerous legal directives such as the EU Cookie Directive and the European General Data Protection Regulation (GDPR). Cookie management is automated via the Consent Tool. When a user visits a website, a pop-up window appears in which they can consent to different types of cookies by ticking a box. If they consent to the processing of their personal data, the website may set cookies: small text files that are placed in the user’s browser history. One of the many functions of cookies is to analyze user behavior for personalized advertising. This helps publishers to refinance their digital content. CMPs are offered by numerous consent management providers. They help publishers to make their digital offering GDPR-compliant. New: Since the beginning of 2024, a new Google regulation applies to publishers and developers who work with Google AdSense, Ad Manager or AdMob. They should use a CMP that is Google-certified and based on the standard introduced by the industry association IAB Europe, the IAB Transparency & Consent Framework. All the more reason to choose Traffective’s Consent Management Platform. We are an IAB-listed Consent Management Provider and Google Certified Publisher Partner. With our simple and flexible consent tool, website operators comply with the latest GDPR guidelines at all times. We are also the first tech provider to enable German publishers for Utiq: the consent service that enables websites to optimally monetize their digital content even without cookies.
What is Freechoice and how does the Freechoice subscription work?
Freechoice is our cookie paywall for publishers, also known as a PUR subscription or two-way model. This means that users who visit websites in the Freechoice universe decide for themselves whether they want to pay for digital content with data or with money. If they choose the “Freechoice subscription” option, they become a member of our Freechoice Club. From now on, they can surf numerous Freechoice partner sites “cookieless” with just one login – i.e. tracking-free and without annoying personalized ads. Another advantage for users: Our PUR subscription can be canceled at any time on a monthly basis. Our payment model also offers publishers many advantages. Thanks to this, they can operate their consent management in compliance with data protection regulations at all times. The transparent design of the cookie banner builds trust among readers. Freechoice also helps website operators to refinance their free digital offering – and even increase their consent rate.
What is Fullstack and how do publishers benefit from the Traffective Fullstack offer?
Everything you need from a single source: Fullstack is a standardized solution for publishers. It brings together the various technologies and services they need for their digital marketing. It is based on a professional fullstack platform that supports the entire yield management and brand safety. Publishers use it to place, manage and optimize their digital advertisements – across platforms and channels. This helps to earn money with websites and permanently increase advertising revenues. The full-stack technology gives publishers access to the most important marketplaces (SSPs and DSPs), cumulates their reach – for more attractive programmatic deals – and provides services and tools that optimize their day-to-day operations. These include a consent management tool, ad fraud protection software and a customized dashboard. Our publisher partners benefit in many ways from our comprehensive full-stack offering. The Google Ad Manager 360 ad server system, prebid technology, connection to all relevant programmatic players, daily reporting, flexible ad tech setup and individual support are just a few of the benefits.
What is programmatic native advertising and what advantages does it offer publishers?
Native advertising refers to online advertising that is adapted in form and function to the content of a website and is based on so-called native ads. Publishers determine the entire layout: advertisers only supply individual elements such as images or text. In addition, the content of native ads is based on the interests of the target group. The result: such advertising campaigns are perceived as less disruptive and can even offer users added value. Our monetization platform combines the two approaches of digital marketing – programmatic advertising and native advertising – to create programmatic native advertising. This type of native advertising is displayed automatically in real time and, thanks to programmatic technologies, is more targeted to each individual user. Programmatic native also offers new options in mobile advertising. This is because programmatic native ads are very adaptable in their form and make optimum use of the limited space on mobile devices. All this makes programmatic advertising campaigns scalable and the digital inventory more attractive for advertisers. As a result, publishers benefit from high-quality, unobtrusive online advertising, while their display revenues increase, administration costs decrease – and user trust grows.
What is programmatic advertising and what advantages does it offer publishers?
The term programmatic advertising (PA) comes from online marketing. It involves the automated buying and selling of digital advertising space – including mobile ads, display ads, video ads and native ads – on websites and apps. This is why it is referred to as programmatic display advertising. The technologies behind this include Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs). The auction process takes place in real time and is known as real-time bidding (RTB). Online advertising is not only automatically booked and delivered, but also analyzed and optimized. This enables programmatic advertising to precisely target groups and maximize the effectiveness of advertising campaigns. Not only advertisers benefit from this. This method of digital marketing has a number of advantages for publishers. Thanks to programmatic advertising, they prevent so-called bad advertising (bad ads). For example, an ad fraud detection service from GeoEdge is integrated into our Traffective Monetization Platform. This recognizes malicious, low-quality ads. This helps our publisher partners to maintain their reputation (brand safety) and secure – and even increase – their digital revenues. Thanks to header bidding technology, only the ads with the highest bids appear on the publisher inventory.