How does DSP Go NET work? What campaigns can we run? Is there any protection against fraud? We talked with the product manager and shared answers to the most popular questions about this programming platform.
Go NET does not stand still and is constantly evolving, so we decided to write an article about its latest news and plans for the future. And we also revealed basic questions about our DSP, which will help you better navigate the intricacies of its work.
— What is Go NET? Tell us briefly about the timeline of the service.
Go NET is an independent DSP platform (demand-side platform) that operates in the markets of the CIS countries, Latin America, and the APAC region.
DSP is a technological system for organizing an auction for advertisers that trades with SSPs (platforms for RTB from the sites) and Ad Exchanges, as well as exchanges other data in the interests of the advertiser in the RTB digital ecosystem.
Go NET appeared at the end of 2018 as part of the full-service services of the Go Mobile agency. At that time, not all of our clients were ready to engage in programmatic procurement and promotion of advertising campaigns independently — we helped them with this.
In 4 years we have improved the technology, increased the staff. The team’s work shows a good result: we have repeatedly received nominations and high marks in industry ratings.
There will be more to come. Soon we will release a self-service account that will allow our clients to launch advertising campaigns on their own. In the autumn, we plan to launch dynamic retargeting.
— Name the three main advantages of Go NET as a DSP that other channels do not have.
Here I would like to emphasize three well-known postulates about working with DSP:
1) The purchase of advertising through DSP technology is aimed at buying targeted traffic, not just advertising space.
2) All operations with advertising campaigns — launch, optimization, and tracking results — are carried out in one place. The platform acts as a “single window service” for its clients.
3) Advertising platforms remove from marketing departments of the direct advertiser and buying departments of ad agencies such duties as approval of the bid for an advertising display, coordination of requirements for an advertising place, and search for the best price offer. These actions are performed automatically on the DSP and let the specialist spend more time analyzing the effectiveness of advertising campaigns and adjusting them.
— Do DSPs like Go NET have any disadvantages?
Nothing is perfect. Of course, each technology has its pros and cons.
eMarketer surveys of 2017 and 2018 show that the main concerns of the advertising market in working with DSP platforms are the quality of traffic, the opacity of working with the system, problems with Brand Safety, and fraud.
By 2022, there were no major changes. Just the issues of Brand Safety and fraud traffic came to the fore.
— There is an opinion that there is only low-quality traffic in programming platforms. Do you agree with this?
For many programmers, placements remain Pandora’s box, where it is impossible to be insured against unwanted content, traffic mixing, and inadequate prices for advertising placements. It’s all the fault of the closeness of the system and fraud with traffic on the part of substandard players. The advertiser’s desire to get cheap clicks and impressions also affects.
One of the latest trends in the market is an increase in fraud traffic, including in major search engines. It appears due to the creation of one-day sites, the low-quality work of webmasters, and phishing sites.
Therefore, advertisers have taken care of Brand Safety — excluding websites and apps with undesirable content from the pool of advertising platforms.
We work with a Whitelist — a list of safe sites and apps where the advertising campaign will take place. Go NET has a built-in pre-bid antifraud solution, we use protection by keywords and page content, and we conduct manual moderation of advertising campaigns with publishers’ blacklists. It helps to avoid low-quality traffic.
A few more ways to deal with fraud are described in our article. And in this article, we have analyzed the types of fraud in digital advertising.
— Does Go NET work with traffic besides mobile?
Of course. Now available for purchase:
— On which platforms and sites do Go NET advertise?
Now more than 40 SSP partners are connected to Go NET: all key local and worldwide SSP players. This guarantees us access to the advertising inventory of more than 15,000 sites: both large and well-known, and small, “boutique” networks.
These platforms and mobile applications are available all over the world and allow you to reach the user anytime and anywhere.
— If the client is already working with another player, why should he connect to Go NET?
There is an opinion that one advertising platform is enough to reach the user. I do not think so.
Firstly, besides you, thousands of advertisers are fighting for a certain target audience. Even if you spend large budgets for contact with the target audience, this is not a guarantee that you will get it. The more platforms you use, the more users you will collect.
Secondly, the connection of several platforms with the same rates:
- expands the possibilities of achieving the target audience: although DSP platforms often work on similar inventory, many have exclusive partners in the form of SSP networks;
- causes competition between platforms and encourages them to work more efficiently.
Third, platforms evaluate the effectiveness of the purchase of impressions differently. One system may consider the user invalid and not purchase the display, the other, on the contrary.
Also, many platforms may have more attractive conditions for the purchase of impressions due to large billing with SSP networks.
— How does Go NET receive and evaluate user data?
Our partners — DMP platforms, with which Go NET is integrated, help us with user data, namely targeting the desired target audience.
They give us information about the capacity of certain categories of the target audience, we enrich our platform with this data, which allows us to launch advertising campaigns for the desired segments.
In addition, we can conduct Sales Lift Study. These studies make it clear how the advertising campaign has affected brand awareness, making a purchase, and how effectively traffic sources help the brand to obtain quality Acquisition and Retention indicators.
Soon we will be able to work with the audience through our development — the predictive Go Predicts model. It uses historical audience data from the advertiser and makes a forecast of the cost of a particular user, thereby improving conversion into a target action. Data is transmitted via the Push API using server-to-server technology in compliance with all security protocols.
— Name the main achievement that Go NET is proud of.
Probably, this is the launch of the self-service cabinet, which we will soon release for the main players. We followed a non-trivial path for our market by choosing a fixed fee model. According to it, both we and our client know the amount for the Go NET usage capacities. No hidden fees and transparency for all participants in the process.
The self-service release is scheduled for early autumn, after which we want to scale to a larger number of customers.
— What campaigns can be launched in Go NET at all? Is it possible to use Go NET to make a forecast from a display campaign into targeted actions?
The platform works in the field of media programmatic. That is, we launch advertising campaigns aimed at increasing brand awareness and attracting new users. We mainly work on payment models in CPM (price per 1000 impressions), CPC (cost per click), and CPV (price per view used in video inventory).
It is impossible to guarantee targeted actions (registration, app install, order) during a media campaign since media programmatic and performance programmatic have different mechanics for optimizing advertising activities.
But it is certainly possible to carry out advertising activation in media with the expectation of targeted action. Since we are working with the upper level of the funnel, which does not give a very high conversion rate, the chance of getting targeted actions from a user who first encountered the brand is quite low. Customization of the banner for the target audience can increase the chances.
— What is the minimum budget needed to launch an advertising campaign in Go NET? What do you say to customers who want to spend a minimum of money?
Our minimum budget is $2500. Of course, we can take a placement with a smaller budget, but there is a high probability that the campaign will show poor results.
Since optimization is needed at the start, we will not be able to set up efficient work inside the system with a small budget. As a result — a client who is not satisfied with the campaign indicators and whose expectations our product did not meet.
When launching activities on the recommended minimum budget, the chances of achieving a KPI are above 50%. Although no one is immune from the “black swans”.
— What targeting options are available in Go NET? Does Go NET work with a request for a narrow audience of specialists on certain sites?
Various types of targeting are available: geo and supergeo, gender and interests, income, and retargeting to certain groups of users. We implement many types of targeting through our partners — DMP platforms connected to Go NET. We also practice connecting to the data in the client’s loop, connecting them to our ML models, and can use them for targeting.
As for launching advertising campaigns for a very narrow audience — the narrower the portrait of the target user, the higher the cost of placement. Such a narrowing does not always bring more valuable consumers. You can get several times fewer contacts with the audience than you could for a similar budget, but with broader targeting.
Sometimes it is very difficult to “get an audience”: we are talking about campaigns aimed at the B2B segment, for example, doctors of a certain category, accountants, small business owners, and specialists in complex and narrow professions. The number of such users is limited, so programmatic placement is not the best solution for this segment of the audience.
— And the last question: how to become a Go NET client?
Fill out an application on the website or write to us by email at support@gonet-ads.com
