Epom changes the way of providing software as a service by providing not only the technology but also guidelines on how to use the tech for growth. To help businesses avoid common mistakes while using ad tech software, the company prepared three personalised guides for brands, publishers, and ad networks. They went live a few weeks ago and are now available for free download on their website. 

Lack of understanding of what brands, ad networks, and publishers need in ad tech drags their businesses away from success. Only 25% of marketers in the US understand RTB well, while 84% also want more control over their advertising campaigns. To bring their ad serving in-house, businesses might need tech but also a roadmap for this process. 

The roadmap toward success is always different depending on the business type. Brands are focused on driving more traffic and conversions to their website. Publishers aimed at managing their monetisation activities more effectively. Ad networks need a robust, scalable platform to unite their partners, campaigns, and reports in one place. Epom created three checklists for each of the industry players with a roadmap tailored to their unique strategy. 

The guide for brands helps build an advertising strategy that will be based on data and actionable insights. It will also tell which software advertisers might need for faster growth and how to align your tech advancements with this year’s priorities. The following steps are covered:

Check-up and revision. Tips on how to review current advertising solutions and whether it aligns with company goals.  

Software choice. Which software to choose for in-house advertising — DSP or ad server — and qualities of the proper ad tech vendor. 

Optimisation. How to maximise the benefits of brands’ ad tech stack and optimise campaigns to bring the best yields. 

The guide for publishers teaches how to advance from basic monetisation practices to more transparent, cost-effective, and controlled inventory management. The following issues are addressed in the checklist: 

In-house or out? Questions to ask before bringing monetisation in-house and define whether in-housing is what a publisher needs to reach their goals.

Software choice. The best ad tech stack for publishers: benefits of white-label software for those who decided to bring monetisation in-house. 

Software setup. Basic ad server settings and ways to establish connections with advertisers on the tech side. Tips on improving profits from website placements. 

The guide of ad networks designed to help networks keep afloat and even increase their revenue during uncertain times. The next aspects of running ad network business are reviewed: 

Business model. Which ad network business model is the most viable today and how to form a list of worthy partners. 

Ad tech stack. Must-have software for ad networks and benefits of white-labelling to save money on custom tech development. 

Business optimisation. How to educate staff to be more effective in network management and enhance the performance of ad campaigns. Which features and formats are relevant now. 

Lina Lugova, CMO at Epom, highlighted: “In 2021, the top priority for businesses should be a deep understanding of their technology stack to apply it for growth and not against. Optimisation and automation algorithms become more sophisticated, but you can’t wait for the tech to do everything for you: there is always a human mind behind the curtains. That’s why transparent communication, educational initiatives, and thorough onboarding of their clients are definitely on today’s agenda of ad tech providers.” 

All three guides are available to download on the Epom Guides page.