Campaigns that are conducted as part of running an e-store consist of unceasingly optimized actions that are aimed at bringing a profit at the end.

Increase in sales is the profit, as well as the objective. The campaign ought to generate movement while visits at the website ought to convert at the highest amount possible.

In other words, we need to take care that the movement is monetized. One of the most efficient ways to improve the store’s effectiveness in terms of sales is to use advertisements within the RTB model. Such advertisements use DSP (demand side platform).

What is DSP?

Demand Side Platform is responsible for acquiring advertising space from Supply-Side Platform. This is conducted in real time, while the acquisition is a result of an analysis conducted on information on the individual Internet user. Thus, DSP acquires space for an advertisement in the RTB model. Afterwards, it presents an individual advertisement to a specific user.

Why can a product feed turn out to be a key “partner” in running an effective RTB campaign?

The answer seems relatively simple. If you do not use product feeds, you are not fully able to either control or optimize the campaign in the RTB model. A properly managed XML file includes all necessary information regarding either the product or services. What is more, product feed will always be up-to-date and automatically sent to the RTB system. Hence, it will prevent any faulty prices or outdated statuses from appearing.

XML file does influence the result of the campaign

Let’s assume that a XML file is a bag full of gifts. Any one can take something out of it for oneself, but will everyone be satisfied of the gift? In case of improperly assigned presents, Julek will get a washing machine while Marysia will receive a garbage truck. In this case, you can be sure that the receivers will not be satisfied. Nonetheless, no such tragedies will occur in case of online advertisements as the user will see (or not) only an improperly adjusted advertisement. The advertiser is the one who might not be satisfied from the results of the campaign. However, XML file is a powerful tool from which you can “take out” products and precisely present them to users. If, for example, Mr. John is looking for a swimming pool that can fit 6 persons, includes a top cover and a water filter, the publisher’s website will disclose only the most conveniently adjusted products. A properly optimized XML file uses cookies that are read by SSP. However, DSP will determine the maximum stake based on owned data and select a message that ought to be displayed if it wins the auction.

Basically, running a successful RTB campaign without an XML file is nowadays impossible. The file can manage an abundance of things for us. Automation of processes related to running an online campaign is necessary due to the fact that e-commerce does not give even a minute’s rest and campaigns are conducted on all fronts. XML file supports not only RTB, but also actions conducted in affiliate networks, Google AdWords, on Facebook, etc.