Author name: khazi@cubera.co

‘Washing powder Nirma’ is a familiar chime you cannot resist singing along with. The ad was first released on Akash Vani radio in 1975 and later on TV screens in 1982, reaching almost every consumer in the Indian market.  But we have progressed far from the ‘Nirma’ days, when radio and TV spaces were the slots to catch. Digital advertising now accounts for 51% of ad revenue, surpassing TV at 26%. Digital is a new battlefield to dominate, and in this war my friend, a good Demand Side Platform (DSP) might as well be your most handy and versatile sword. Finding the proper sword (DSP) can be tricky, but I am here to give you a checklist of features so you can choose your weapon of choice! Audience Targeting Digital advertising thrives on precision targeting. Audience targeting isn’t just a nice-to-have; it is a critical feature that makes your campaigns more effective. Your brothers down south need the ads for a new brand of coconut oil more than their northern counterparts. The DSP you choose should have the sharpest tools to cut through the unnecessary noise and aim ads based on geographic locations, behaviour, and audience interests. Say your ad campaign is promoting a new chain of cafes in Bengaluru; you would not want those impressions wasted in Chennai. Are you selling high-end skincare? Make sure that your ads reach those in the right income bracket and are likely to make a purchase. Omnichannel Support Over half of smartphone users’ time is spent on social media platforms. But that is not the only place that they are engaging. They watch YouTube videos, stream other websites, and play games on their mobile phones. By 2030, India is expected to see around a billion active screens, of which only 240 million will be large screens like TVs and Laptops. The balance will be phones, tablets, etc. To capture your audience’s attention, you need to meet them where they are. From the billboards outside their office buildings, the games they play in their Ubers back home, to the Spotify ads in their showers. Choose a DSP that can ensure your brand stays relevant. Real-Time Optimisation Real-Time Optimisation is an ideal battle strategy- swift, precise, and effective. A top-notch DSP is equipped with machine learning algorithms that leverage AI tools to stay up-to-date and automatically adjust bids and targets based on real-time performance data. Your DSP should also be able to effectively reallocate your ad spend to campaign channels that show higher performance. Transparency A central feature of your DSP should be transparency. This ensures that you safeguard your brand image by keeping a subpar DSP from handling the reputation of your campaign.  Imagine this: You just ordered a pizza using a delivery app. You tracked the delivery, watched the little scooter icon move closer and closer to your door, and now –ding-dong– it arrives! But when you open the box, it isn’t your pizza. Instead, it is someone else’s order with extra mushrooms (and you definitely did not ask for those). The delivery app does not tell you anything about this mishap, so you are stuck staring at a pizza you did not order and have no idea where your real one is. This is how a lack of transparency in advertising feels. You have spent your budget, but where did it actually go? Which part of your campaign worked? Which aspect is bringing in the customers? Without good reporting, you remain in the dark, similar to the mismatched pizza delivery. Integration With Data Providers For a DSP to effectively reach the right audience, it must have access to a broad range of data sources. This includes first-party data (your own customer data), second-party data (data shared by trusted partners), and third-party data (external data gathered from other sources). Access to these three data types allows the DSP to target and personalise campaigns accurately. Without this data, your ad campaigns will be like shooting a shot with your eyes closed. The recent decline of third-party cookies drives media companies to focus on first-party data collection and utilisation. Companies are investing in data partnerships to enhance audience targeting capabilities with contextual data models. Lucky for you, Cubera Tech provides you with an entire AdTech ecosystem to ensure that your ad campaigns are fail-proof. Rest assured that your DSP has access to the exact data you need! Fraud Detection In digital advertising, fraud is one of the most significant challenges marketers face. Without effective fraud detection mechanisms, your budget could be wasted on fake impressions, bot traffic, or low-quality placements without actual results. As programmatic advertising grows, so does the potential for fraud in automated ad purchases. Ad fraud involves malicious activity where bots, fake clicks, or fraudulent websites exploit your ad budget. This can be via fake impressions by displaying your ad on websites with no real traffic, using bots to mimic human traffic to provide skewed metrics of the campaign’s success and even stacking your ad under another but still charging you the full amount. Using first-party data can drastically minimise the number of frauds that take place. Fraud detection goes beyond just a feature. You are now ready to put your armour on, pick up your best featured DSP and charge into the digital battlefield!

Marketing is becoming more personal, and marketers are slowly becoming data analysts. Naturally, marketers are now using tools to better their advertising. Retargeting has been a breakthrough in the digital advertising world. Here, the most promising individual customers can be directly targeted and made into actual consumers. Retargeting gives brands a second, third and even fourth chance at winning over potential customers. Let me explain with a personal example. Recently, I wanted to buy a ready-made hot chocolate mix online. I added it to the cart and was ready to pay when my mom called. By the time I finished the conversation, I’d forgotten about the purchase, and the item remained in my basket. But for the next 3 days, all my ads on Instagram, YouTube, and even random online articles were about the same hot chocolate mix. There were ads showing off its velvety texture, videos of happy customers savouring their mugs, and even offers to entice me to come back. And you know what? It worked. The constant reminders led me to complete my purchase. Cha-ching! Another sale for the hot chocolate brand, thanks to a well-executed retargeting campaign. That, in a nutshell, is the magic of retargeting. I, a user, showed interest but did not convert and was thus subject to the retargeting campaigns of the hot chocolate brand. It stayed on the top of my mind, reinforced my interest, and ultimately boosted their conversions. Let me be clear though, retargeting is not about hounding potential users until they give in. Think of it as a gentle nudge that strategically shows them tailored and relevant content. The reality is that most people do not convert on their first visit to a site. According to Shopify data, an astounding 97% do not! The psychology of retargeting is that familiarity breeds trust. The more they see your brand around, the more the users think it is reliable and are more likely to convert.  People hate missing out; trust me, the FOMO is very real, and advertisers usually double down on it. Nobody wants to pass up on a good deal or a limited-time offer. Only 12 hours left to buy an item? Are only 4 pieces of it remaining? These subtle pressures nudge users toward making a decision- a fast one. Retargeting is also cost effective while building loyalty. You should minimize how much time you waste reaching a newer, wider audience that might turn a cold shoulder towards your product. Instead, you can create a rapport with potential and existing customers and build loyalty. Shein ads follow me around even after I complete a purchase. So, when winter rolls around and Shein shows me their new sweater collection, I am more likely to purchase from them as I am familiar with the brand, and it has been on my mind since the last purchase. Voila! Shein now has a loyal customer. BEWARE: The Risks of Overdoing It Overexposure can annoy. Seeing the same ad repeatedly can come across as intrusive or even creepy, leading users to develop a negative perception of your brand. Make sure to strike a balance- frequency capping is your dear friend for the same. Privacy concerns are real. Consumers have become increasingly aware of how their data is being used. Hence, retargeting campaigns can sometimes raise eyebrows. Be transparent about your data policies and ensure you adhere to privacy regulations like the General Data Protection Regulation (GDPR) or the Central Consumer Protection Authority (CCPA), whichever applies to you. If you’re ready to level up your advertising strategy, explore the power of retargeting with Cubera’s Edge. It is beyond just chasing clicks. Remember, the game goes on until the sale is made. Retargeting is a power-up that helps you get there.

If you have just stepped into the world of programmatic advertising, welcome! You are now about to embark on a rollercoaster ride that can transform how your brand connects with its audience. But before you formulate intricate advertising strategies, one crucial step is setting up the basics of your DSP (Demand-Side Platform) campaign. When you are eager to launch your first campaign, the temptation to rush through the setup is real. However, the initial stage of setting up is where you define your campaign’s identity. Its goals and even its boundaries are defined here. In fact, it is where you give your campaign direction. After all, anything successful starts with a well-defined plan. Thoughtfully configuring your basic settings gives your campaign a clear roadmap. Let us say you are planning a road trip. You do not just hop into the car and drive, right? You pick a destination, check your budget, and try the best route with the least potholes. When you configure your basic settings, you are mapping out your advertising journey. You decide What you want to achieve. How much you are willing to spend. And where and when your campaign will “travel” to. Skip this step, and you will be wandering. This, nobody wants- not you, not your brand, and certainly not your wallet. Naming your campaign sounds almost insultingly simple. I know what you’re thinking- “How hard can it be?”  But let me tell you, when you’re juggling multiple campaigns, a solid naming system is a lifesaver. Your DSP will usually have these three ad formats: banner, native and video. These are standard options, and they provide versatility in reaching different types of audiences. Don’t you worry though, this doesn’t lock you in. Later, you can customize your campaign by adding as many creative types as you like, such as interactive ads and even high-impact visuals. Starting with these formats ensures your campaign is adaptable, covering a broad range of publisher inventory. Next up: timing. This step is all about defining when your campaign will run and ensuring you are operating in the right time zone. Let us say you’re launching a holiday sale. You will want your ads live well before the shopping rush, but off of the web before the ‘post-holiday fatigue’ sets in. Here’s where things start feeling real- money. Your DSP will ask you to set a budget, both for the campaign overall and for each day. You’ll also get to decide how the budget is spent: Spend as fast as possible: Great for flash sales or urgent promotions. If you’re promoting a limited-time offer, like “25% off Black Friday Weekend.” Pace evenly through the day: Ideal for campaigns where steady visibility is necessary. If you’re new to DSPs, start small. Think of this as your test drive. Once you see how things are performing, you can increase your budget and make a splash. Categories: Playing Cupid for Ads Here is a part that many people overlook: choosing advertising categories. This step helps match your campaign with publishers and audiences that actually want to see your ads. For example, if you are running a campaign for outdoor gear, you’d like your ads to show up on sites about hiking, travel, or adventure sports- not, say, celebrity gossip blogs. Meeting the ‘right match’ is important here too! Your DSP uses categories from the International Advertising Bureau (IAB). You’ll have two options: Include Categories: Your ads will only appear in the categories you pick. Exclude Categories: This ensures your ads avoid specific topics or industries. It’s like curating the guest list for a party. You want the right crowd to show up. Let’s see how these steps look when they are put together for your ‘organic skincare’ launch: Campaign Name: GlowSkin_Launch_IND_Q1 Formats: Banner, Native, and Video for a versatile approach. Dates: January 3 to March 31, targeting the “new year, self-care” mindset. Timezone: IST to focus on your Indian audience. Budget: ₹4,30,000 total, with a ₹18,000 daily cap for consistent visibility. Spend Strategy: Pace evenly throughout the day. Categories: Include “Health & Beauty,” “Self-Care,” and “Natural Products.” With this setup, your campaign is locked, loaded, and ready! Start your advertising journey with Cubera’s DSP’ Edge’ now.

Anybody who’s worked in digital advertising knows that identity is the backbone of this entire ecosystem. Whether it’s targeting the right audience, capping how many times someone sees an ad, or measuring conversions, identity signals make it all possible. But while the concept of identity feels obvious to most ad tech pros, the mechanics behind it are often less clear. How exactly do publishers establish user identity? How do platforms process these signals to enable advanced advertising features? Let’s unpack all of this. This guide will cover: • The major types of identity signals • How publishers collect and transmit these signals • The pros and cons of each identity type • Where each identity signal is heading in the future What is an Identity Signal? Let’s start with the basics. An identity signal is essentially a unique value tied to a user, their device, browser, or even personally identifiable information (PII) like an email address or phone number. These signals are created by websites, publishers, identity vendors, or operating systems and passed along to advertisers via SSPs (supply-side platforms). Advertisers use these signals to: 1. Target audiences based on attributes, behaviors, or interests. 2. Cap ad frequency to avoid overexposing the same user. 3. Measure outcomes, like clicks and conversions, by tying ad exposures to user actions. To get into the weeds, let’s break down how each signal works, starting with the oldest kid on the block: cookies. Cookies What Are They? Cookies are small text files stored on a user’s browser by websites. When it comes to advertising, the focus is on third-party cookies—files dropped by ad platforms rather than the website the user is visiting. How Do Cookies Work? Imagine this: You visit a snowboard website. A cookie with a unique ID like “1234” is dropped on your browser. The website’s SSP reads that cookie and attaches your ID to an ad request. Now advertisers on DSPs (demand-side platforms) can use that ID to show you snowboard ads. The process becomes more complex with cookie syncing, where different platforms map their unique IDs for the same user (e.g., “1234” for the SSP becomes “5678” for the DSP). Pros: • Easy to implement and universally supported on the web (for now). • Enables cross-site tracking and retargeting. Cons: • Privacy nightmare: Users often don’t know cookies track them across sites. • Fragile: Many browsers, like Safari and Firefox, already block third-party cookies. • Dependent on Chrome: Google keeps pushing back its cookie deprecation plans, but the writing’s on the wall. Future Outlook: Cookies are hanging by a thread. Chrome’s planned cookie consent system will likely limit their reach even further. While they’re not dead yet, relying on them long-term is risky. IP Addresses What Are They? An IP address is a unique identifier assigned to your network router by your internet service provider. It’s like a digital home address for your devices. How Do IP Addresses Work? Every time your device sends an HTTP request (e.g., loading a webpage or an ad), the server reads your IP address. Ad platforms use this to identify users at the household level. This cross-device capability is why you might see ads for your dad’s CPAP machine after Thanksgiving dinner. Pros: • Universally available: Every ad request has an IP address (unless masked by a VPN). • Cross-device tracking: All devices on the same network share the same IP. • Essential for connected TV (CTV): Links ad exposure on TVs to user actions on phones or laptops. Cons: • Inaccurate: Tied to households, not individuals. • Privacy-invasive: Users have no control over IP collection unless using VPNs or privacy tools. Future Outlook: Privacy-focused tools like Apple’s iCloud Private Relay and Microsoft’s similar features are chipping away at IP tracking. While it’s unlikely to disappear entirely, its role in advertising will diminish over time. Device IDs What Are They? Device IDs are alphanumeric identifiers assigned by operating systems to devices like smartphones, tablets, and smart TVs. Examples include Apple’s IDFA and Android’s GAID. How Do Device IDs Work? Native apps can access these IDs to track user activity within apps and across devices. For example, a DSP can use an IDFA to serve targeted ads on a user’s iPhone and measure conversions on the same device. Common Platform IDs: • iOS and tvOS (iPhones, iPads, Apple TVs): IDFA (Identifier for Advertisers) • Android (Phones, Tablets): GAID (Google Advertising ID) • Amazon Fire OS (Fire TV, Fire Tablets): AFAI (Amazon Fire Advertising ID) • Roku (Streaming Devices, Smart TVs): RIDA (Roku Identifier for Advertisers) • Samsung (Smart TVs, Mobile Devices): TIFA (Tizen Identifier for Advertisers) Pros: • Persistent across app sessions. • Cross-device capability (to some extent). • Gives users some control: Device IDs can often be reset manually. Cons: • Apple’s ATT (App Tracking Transparency) framework has drastically reduced IDFA availability on iOS. • Limited to specific platforms: Each operating system has its own device ID format. Future Outlook: Device IDs remain essential for platforms like Android and CTV, but Apple’s restrictions highlight their fragility. Their role will persist, especially in ecosystems that benefit from advertising growth. Deterministic Identifiers (Hashed Emails) What Are They? These identifiers are based on PII, like email addresses or phone numbers, that are hashed (encrypted) to create privacy-compliant identity signals. How Do They Work? When users register on a website, their email is hashed into an encrypted value. This hash can be matched across platforms, enabling cross-device and cross-site tracking. Solutions like Unified ID 2.0 and LiveRamp’s RampID standardize this process. Pros: • Privacy-centric: Users can opt-out or reset their identifiers. • Cross-device tracking: Ties together ad exposures and conversions across devices. • Durable: Less likely to be blocked or phased out compared to cookies or IP addresses. Cons: • Friction: Requires user registration, which smaller publishers might struggle to achieve. • Vulnerable to burner emails: Users can bypass tracking with temporary email services. Future Outlook: Hashed identifiers are poised for growth as cookies decline. They’re especially valuable for platforms requiring logins, like streaming services. However, adoption will hinge on industry-wide collaboration and standardization. Probabilistic Identifiers What Are They? These identifiers use multiple signals—like IP address, user agent, and browser configuration—to create a probabilistic match for a user. How Do They Work?  By combining non-unique data points, probabilistic identifiers build a “fingerprint” of a user. While less precise than deterministic methods, they’re