TARGETOO PARTNER INTEGRATIONS
WHY HAVING A SUBSTANTIAL AMOUNT OF SUPPLY PARTNERS IS A GOOD THING
The more inventory a Demand Side Platform can offer, the bigger the chance of running a positive/profitable campaign. For starters, a performance algorithm needs to ‘learn’ how to achieve a desired performance goal (whatever the goal might be). If this algorithm has the ability to buy from 60 adexchanges instead of 30, chances of achieving any desired goal increases by – let’s say – 100%. Also, when you are looking for (very) specific publishers to serve your ads on; a bigger amount of integrations is – again - beneficial.
Some adexchanges have better coverage in specific countries while others offer specific native inventory. Being integrated with several Data Management Platforms (DMP) likewise increases chances of running a strong campaign; some DMPs have a ‘better/bigger’ audience pool of let’s say; car enthusiasts. While another DMP might have more device-id’s associated with the interest/audience; fashion.
Essentially, having a substantial amount of integrations - either adexchanges, data- or trackingpartners - is beneficial for your entire Programmatic Display Advertising activities.