Kobler delivers contextual communication by matching the ad to relevant editorial articles. Our crawler searches through as many as 30,000 articles a day, allowing our advertisers to be visible with their ads on articles within minutes after being published.
Programmatic advertising with the Kobler platform
You can easily buy ad placements on secure websites using the Kobler platform. All you need to know is what audience you want to reach and then customize the message in the ad accordingly.
Instead of buying a number of impressions from different types of media, the purchase of ad impressions will take place through a programmatic process within our platform.
The whole process - briefly explained
1. AdServer + DSP
The first step is to upload the ads to an Ad Server. Then you need to connect to a DSP (demand-side platform), which in this case is Kobler. Kobler enables advertisers to purchase ad impressions across ad exchanges.
2. Checking the content
When an article is shown to a reader, a notification will automatically be sent to the advertising exchange as well as Kobler and other DSPs, letting them know they may make a bid request to place their ad.
When Kobler receives the notification, the content of the published article is checked. If we are not already familiar with the article, the URL to the article will be downloaded so we are ready to make a bid the next time someone reads the article.
3. Bid request
Lastly we check if there are ads in our database that match the article. In the bidding process, a search is made in our database for active campaigns and keywords (Content target) that matches the content of the article.
Once we find a match between an article and a campaign we respond to the bid request with the following questions:
1. Which material would you like to show ?
2. What is your budget per view?
Doing this ensures that the article on offer is as relevant as possible for the campaign.
The whole process from the time we receive the request until we make the actual bid takes less than 100 milliseconds.
Do you want to know more about contextual advertising?