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A hard-to-swallow pill for all professionals is that technologies will always outpace skills. And this is quite unfair: imagine mastering the skill for years, and then suddenly new technology appears and performs your tasks quicker, better, and more accurately. This would destroy you as a professional, your hard work, and many years of experience.

And now, many professions in the marketing and advertisement field, whose work is connected to creativity, are under threat. Today AI can perform certain creative tasks at a very advanced level. These are several examples of what is happening in the industry right now:

DALL-E 2 x Cosmopolitan

Are AI algorithms smart enough to generate creative assets that will be indistinguishable from man-made ones?

DALL-E is an AI software that creates images on request. Many of you have probably tried on DALL-E Mini to create funny pictures. However, recently DALL-E 2 was released. The software is able to perform more sophisticated tasks by generating accurate, realistic high-resolution pictures.

Cosmopolitan unveiled the first AI-generated magazine cover by the DALL-E 2. Artificial intelligence created images based on text queries. In just 20 seconds, the neural network produced pictures to a request for “A strong female president astronaut warrior walking on the planet Mars, digital art synth-wave.” The result looks great!

Cosmopolitan AI cover


One of the typical routines for the fashion brand is creating a lookbook for the customers. For that, they need to hire a photographer, rent a space, install the lightning, find models, make-up masters, and stylists who will pick the dress for each model, etc. Now all those involved in that process can go on unpaid vacation due to AI replacement.

Zalando researchers found a solution how to facilitate their content generation process. One of their recent research papers suggests a new AI-driven digital outfit recommendation tool can produce high-resolution images of outlooks based on customer preferences, thus increasing an average basket size by almost 40%.


All these years, marketers and advertisers have been dreaming about this tool, and here it is: ad creative generator - Pencil.

With Pencil, customers can create different kinds of advertisement creatives, from static banners to videos. Algorithms generate new ad banners based on the input of branding and keywords. AI needs less than 1 minute to demonstrate the result! Users would only need to choose the best one from the different options.

Now, there is no need to wait days or weeks for the creative delivery by the agency. Pencil will write, copy, edit video and apply best-practice templates and animation.

And just like that, AI penetrated different creative spheres in the marketing and ad industry. Picture this: Algorithms will help reduce the amount of routine creative tasks that do not require extraordinary skills, thus optimizing the expenses of marketing teams. They will also free up some time for talents to do what they can do best – create! A healthy life-work balance and more time to focus on exciting projects will inspire your team to deliver results with a meaningful impact.

So, what is the future of creative professions?

No time to panic

When you analyze the trend even more sorrowfully, you can find even more reasons why AI won’t replace creative people (at least in the near future):

Adaption is not fast

Often the adoption of new technologies is slow and can last for decades. Even though AI that generates creative assets seems very promising, brands will not rush to obtain these innovative solutions. Instead, many will prefer to continue work as they used to and give preference to talented people, not computers. Brand trust their many-years-experience of working with people, and they are not ready yet to switch completely.

Remember the adaption of remote work? The ability to work at a distance results from technological breakthroughs and the appearance of the high-speed Internet. However, companies didn’t want to change their working habits for years, finding endless excuses, even though remote and hybrid work has a range of benefits. And only an acute need for distancing during Covid-19 forced the companies to give remote work a chance. And this method proved to be working. Nevertheless, some large companies, such as Tesla, still advocate only-office-work.

Technologies are still not perfect

Even though AI tools can optimize and speed up some tasks, these technologies still have certain biases and limitations. That is why there are still aspects that can be done only by humans.

However, keep in mind that AI learns fast. This is an example of how This Person Does Not Exist AI learned to generate better pictures of faces in just a few years.

AI is not fully automated

No AI tool is fully automated for a moment. There are always people behind the algorithms giving commands, setting up AI, feeding data, and bug-fixing. So, the first link of this chain will always be a human.

Professional upgrade

Now, imagine the worst-case scenario: People related to creative work are losing their jobs due to AI replacement. Nevertheless, this would not mean the end of their careers. Creativity is different from learning math formulas. Creative thinking should be constantly improved. Therefore, people can still perform more complex creative tasks, run quality control of AI-created art, feed it with data on trends and social limitations, etc. There will also be a growing need for soft skills development. Spending more time on soft skills development and new experience, yesterday’s designer/copywriter may become a creative manager with strong leadership and communication skills to improve customer experience.

Furthermore, there will always be a demand for professionals that have unique creative styles and whose artistic signature would be a plus for the company.

Tool, not a replacement

Creativity has been on the verge of extinction sincebeginning of the 20th century. During this time, photography obtained its popularity. So did the idea that there is no longer a need for an artist because photographers can take pictures instantly. Did the artists disappear, and all museums got closed? Instead, the art and creative work have changed: The new schools, genres, and directions appeared that opposed realism. Later, the hand-drawn ad posters were replaced with the ones that were created with software and digitally printed. Again, photographers have not disappeared, they have adapted. And summing up previous arguments, it is important to highlight that AI algorithms in the scope of creative work are supposed to be just a tool, not a replacement.

Programmatic is another type of advertisement. What makes programmatic advertisement special is the automated process of buying and selling online advertising. This allows making transactions more efficient and effective by optimizing the process and consolidating the digital advertising efforts in one technology platform. While traditional advertising includes requests for proposals, quotes, tenders, and negotiations, programmatic buying uses algorithmic software to buy and sell online display space.

Machine learning is essential in any programmatic advertisement platform. Processing the number of different kinds of data helps enhance the probability of campaign success.

It allows optimizing campaigns in real-time by analyzing campaign inputs, user behavior, and dynamics of audiences that are most likely to convert are identified and targeted.

However, the ad buying process is not completely automated. As a rule, there is a marketers’ labor involved. They manually prepare insertion orders or ad tags. Nevertheless, without automatization, this process would be much longer.

Just a year ago,  the spending by marketers on programmatic ads in the U.S. reached the amount over $79.61 billion, and it keeps growing. It is expected that by 2022 expenditures will increase to nearly $95 billion.

Programmatic ecosystem

The programmatic ecosystem comprises the different technology platforms, available advertising deal types, methods of buying programmatic media and spans across a variety of ad formats.

All of the components communicate and interact with each other and create an ecosystem. This allows making the process of automated media transactions more facile.

As a rule, each programmatic platform is owned and operated by either a publisher, an advertiser, or an intermediary.

Let’s take a look at each component of the programmatic ad ecosystem.

SSPs and DSPs

SSP stands for the supply-side platform. As a rule, SSP belongs and is operated by an SSP service provider. Publishers (also referred to as the first-party) pay for the services to access the SSP platform and place inventory for the advertisers.

DSP stands for the demand-side platform. Advertisers (also known as the third-party)  use DSP to manage the process of programmatic media buying. Usually, the third-party requires to pay the fee to have access to the platform. The demand-side platform is owned by a DSP service provider.

DMPs and CDPs

DMP stands for a data management platform used as a third-party data repository. Those databases provide information about users for whom the advertisement is made. Since the era of third-party cookies is close to its end, most of the DMP would have to redesign their business model because they contradict the new privacy regulations.

CDP stands for customer data platforms. It creates, unifies, and stores customer data accessible to other marketing systems. Customer data is normally collected from multiple sources, cleansed, and merged to create a single customer profile. Since the first-party data is acquired with user consent, its use in programmatic advertising becomes more privacy-friendly and trustworthy.

Ad Networks and Ad Exchanges

Ad networks play the role of facilitating and amalgamating publisher ad inventory for convenient purchase. It is supposed to help both publishers and advertisers.

On the other hand, ad exchanges automate the process of buying and selling on an impression-by-impression basis through real-time bidding (RTB).

The main difference between Ad Networks and Ad Exchanges is that the last one doesn’t involve human interactions.

Programmatic Ad

Programmatic Deals

There are different kinds of offering and acquiring inventory in the programmatic ecosystem, and each of the ways has its benefits and flows. Generally, they can be divided into 2 types: real-time bidding (RTB) and programmatic direct.

RTB includes an auction for the inventory and can be subcategorized into open auction and private exchange. Meanwhile, Programmatic direct offers a fixed price and 1:1 relationship between a publisher and a marketer. Let’s take a closer look at each way of the programmatic deal.

Open auctions

Open auction has open access for everyone. That means that any marketer on the exchange, SSP, or ad network side can participate in the bid on any available inventory.

Although the publisher sets the floor price for an advertisement, marketers’ demand still determines the final price. In the end, the highest bid wins. Open auctions are considered the most convenient and cost-effective way of purchasing media and have the highest reach to the audience.

However, the inventory is not guaranteed, which means there can be certain risks.

Another risk is blind bidding. Publishers are not always acknowledged who was bidding the inventory. At the same time, the marketers can also not be aware of what kind of inventory they obtain. This has some risks for brand safety.

Private exchanges

Unlike an open auction, the marketers can participate in the private exchange exclusively with an invitation from the publishers. The marketers receive a time-sensitive deal ID. The publishers set up the floor price, and the highest marketer bid wins. The benefit of a private exchange over an open auction is transparency. Both sides are aware of what kind of inventory they get. Moreover, marketers have access to brand alignment, contextual placements, and better UX delivery.

Same as in open auctions, private exchange inventory is not guaranteed.

Preferred deals

Preferred deals are private, where publishers offer premium inventory to the marketer. The necessary condition is a pre-negotiated fixed eCPM price. As a rule, marketers pay to get the“first bids” on premium ad space. When an ad request is received, there is an option for the marketer to bid at the pre-negotiated fixed eCPM price in real-time before the inventory is sent to open auction. One of the main benefits of the preferred deals is the predictability of the revenue stream. Marketers have an opportunity to look at premium inventory without price fluctuations. At the same time, marketers are able to choose high targeted placements. Meanwhile, the publishers can sell the premium inventory at a more competitive price.

Same as in RTB, the inventory is not guaranteed in the preferred deals.

Programmatic guaranteed deals

As the name suggests, it is the way of a programmatic deal, which guarantees the inventory.

Both sides negotiate the price for a guaranteed volume of impressions and flight date. This kind of programmatic deal is transparent and brand-safe, as marketers know where their ad is published. Meanwhile, publishers can control what content is displayed on their app or site.

Adello’s point of view

Combining the programmatic deals makes cherry-picking possible and therefore allows to get the most out of the campaign in terms of performance and/or price. That is why Adello combines different types of programmatic deals.

Before defining which programmatic deal type to use, Adello would have to define the ad campaign goal. If the aim is to reach out to the new audience, learn their behavior, and open new opportunities to push your brand awareness – an open auction would be a suitable option.

Most of the traffic used by Adello is bought through the open auctions. Open exchanges have millions of different publishers that provide an opportunity to advertise the product to the mass. One of the main benefits Adello provides to its clients is a near real-time intermediate campaign reporting. Using Adello Direct reporting dashboard, advertisers can assess their campaign performance and re-adjust different targeting options, thus targeting a more precise audience. Adello Direct allows narrowing audiences based on their location, interests, demographic feature, etc.

If there is no inventory available through the open market and Adello doesn’t have to fulfill advertiser preference for a specific publisher, Adello chooses preferred deals. Such deals negotiate the preferred price but don’t require securing the inventory. That way, Adello can buy the traffic needed or fit to an agreed price or can pass it if there is a better matching inventory or price somewhere else.

However, some publishers sell only a part of their inventory on open markets or don’t sell there at all. If Adello needs to secure the inventory of those specific publishers, we use a private marketplace.

Programmatic guaranteed is the most favorable option for most publishers since they can sell a guaranteed amount of inventory for a fixed price. Adello uses this type of programmatic deal in 2 cases: 1) if the advertiser asks for a specific publisher, or 2) if inventory shows a good performance for a reasonable price.

Programmatic advertisement is a deep and quite exciting method of marketing. Knowing how programmatic works allows marketers to make more informed and assessed decisions. The information provided in the article is only a basic foundation of the programmatic ocean. Nevertheless, Adello is always glad to share valuable insides about marketing and answer your questions. In the future, we will provide deeper information that will help you to understand programmatic advertisements better.

Sometimes even big data struggles to predict the future, and the latest Grand Finale of the Australian Open, where Rafael Nadal won against the most sophisticated mathematical models, is proof of it. Nevertheless, certain trends have a higher probability of happening, and today we review the future trends in the mobile industry.

Mobile continues to dominate the digital marketing

Mobile devices remain to be an inseparable part of everyday human life. In fact, mobile devices have deeply integrated with our reality and continue to broaden their limits every year. That is why the mobile industry creates great potential for the future.

This can be easily proven with the recent statistics. In 2021 the number of unique mobile users around the world grew to 5.22 billion. Consequently, this fact influenced Internet traffic. Today more than half (55.7%) of web traffic comes from mobile devices. Moreover, daily time spent on mobile phones snowballs every year, and people are getting more attached to their devices.

This phenomenon has been reflected in the marketing world as well. Mobile is continuing to take over the leadership in the industry. In 2021, mobile advertising spending reached 290 billion USD. By 2024, it’s predicted that only in the US will this number reach $145.26 billion. Furthermore, it is expected that mobile marketing will continue to expand, creating more sophisticated cookieless ad technology, targeting, and attribution.

2022 seems to be intriguing and promising from the digital marketing point of view (learn more in our previous article presenting the 2022 digital marketing trends). Several trends, such as the popularisation of the metaverse and decreasing influence of the Covid-19 pandemic, also shake the mobile industry. Since mobile marketing is a fast-developing and ever-changing field, it is important to stay agile and adapt to expanding trends and innovations.

In-game Marketing

The video game industry is more than many can imagine. In fact, it is larger than the movie and music industries combined, and it is only growing. There are 2.2 billion mobile gamers worldwide. In the US, the most popular mobile apps are gaming apps.

The boom in the mobile gaming industry is caused by the fact that in 2022 in-game advertising will be considered a standalone ad category. This makes the in-game ad industry lucrative for investors and marketers. Also, an increased in-game ad budget will most probably affect game developers. It is expected that earned money from the advertisement will go to advancing user experience.

The most innovative ad-tech companies, though, already focus beyond in-app marketing.


For a moment, there are almost 4 billion social media users in the world, which constitutes half of the population! The average citizen operates with 6.6 social media every month in most cases with mobile devices. Hence, it brings a range of opportunities for mobile marketing.

How does it impact brands? 77% of consumers are more likely to buy from a brand they follow on social media. Moreover, 44.8% of internet users use social media to search for information about the brand.

In a recent study by Accenture, social commerce is forecasted to reach $1.2 Trillion globally by 2025. That is how social commerce is supposed to overtake e-commerce

3 times faster. To further multiply the effect of social media channels on brand awareness, it’s highly recommended to develop a strong omnichannel marketing strategy.

Mobile-First Marketing

The previous statements about the importance and inseparability of users from mobile devices naturally lead to mobile-first marketing. In fact, in order to keep up with mobile commerce growth, having mobile-first marketing is crucial.

What does mobile-first marketing mean? This approach is all about creating campaigns designed to be viewed from mobile devices. The mobile-first marketing concept includes several principles. That encompasses both technical and aesthetical parts.

The technical part ensures that website loading speed is optimal, all the functions work well, and others.

The aesthetic part includes the pleasant design that represents the brand. It is about fast navigation, easily clickable links, fluid & interactive user experience. Many large companies such as Google already consider mobile-first design as a part of their business. In addition, Google developed a Mobile-Friendly Test tool that can measure site performance.

Rapid 5G Adoption

Lately, 5G adoption created several discussions, conspiracy theories, and doubts. However, the stir dispelled, and people started accepting 5G as a regular part of their lives.

The mobile producers release the new devices supporting 5G. Hence more and more users will have faster internet. How will it affect mobile marketing?

Within 5D rapid adoption, marketers would have to exploit the capabilities of the faster internet to the fullest. 5G allows engaging data-heavy experiences that were unavailable in the past due to speed limitations. 5G Internet has increased bandwidth, that is enabling high-definition VR experiences and 4k streaming video, together with high-speed data delivery. 


Video continues taking over social media platforms. Last year Instagram declared that they are no longer the photo-sharing social media and will primarily focus on video. It happened largely due to 2 factors: the rapidly gaining popularity of TikTok and strong user preference for video content. It is estimated that by 2022 videos will account for 82% of all consumer traffic on the internet.

Considering that the vast majority of the video content is consumed with mobile devices, that creates an excellent opportunity for marketers. The global digital video advertising market is forecasted to reach $185.6 billion by 2026.

Good riddance IDFA

As part of Apple’s iOS 14 update, it will provide users the choice to block the IDFA identifier at the app level. The apps would have to ask users for permission to collect and share their data within this update. The new realities are privacy-friendly, and we are stepping into the post-IDFA era. What will it look like?

Ad agencies would have to find other ways to collect user data harmlessly for their privacy. One of the ways is zero-party data, where the users are informed about the information they want to share with brands voluntarily.

New creative formats

As consumers spend more time on their mobile screens, marketers should focus on delivering the best possible mobile ad experience by offering creative formats that mobile users actually want to engage and interact with. From Facial Recognition to 360° Panoramas, VR, and 3D, Adello has developed and delivered outstanding rich-media creatives for years. You can check out Adello’s ad creatives here.


Some trends seem to be fresh and bold, others might plant a seed of doubt. In any case, it’s essential to use critical thinking when it comes to something new, but remember that fast adoption of innovations could be beneficial. And those who adopted it first became the winner.

Thus, if you are wondering how the word of advertisement will change very soon, observe the current trends and how the world changes around you 😉

Only one month of 2022 has passed, but it already looks very promising. In fact, the end of the last year prepared several innovative surprises for the advertisers. What innovations will bring 2022 into the marketing and advertisement industry? Let’s glimpse the interplay of the hidden and see what to expect from the near future.

2022, the year of the Tiger, will make the marketing industry Roar again. The global economic growth and the stabilizing impact of the pandemic will provide a favorable environment for marketing. At the same time, the privacy aspects, such as stricter GDPR laws and other privacy regulations, can fundamentally change the digital marketing approach of many organizations. Nevertheless, marketing spending grows every year, making 2022 a pretty advantageous time for the mar-tech and ad-tech industries.

Let’s take a closer look at the marketing trends in 2022. It is important to mention that some of the marketing trends will remain from 2021 and 2020 and continue to grow and develop. Meanwhile, there are also entirely new trends, which have the full potential to become the next gamechanger in the upcoming years. Metaverse is one of them.


In 2021 the concept of interaction in virtual reality became a popular topic of discussion in many sectors, including in marketing. Others have already started launching their services related to the metaverse and investing millions in this market. Will the metaverse create a revolution in the digital world, or is it just another overhyped trend – this year will show.

The metaverse concept existed long before Mark Zukerberg announced that Meta (former Facebook) would develop its own metaverse. Metaverse will broaden the opportunities for advertisement. It can create a new stage that will go beyond traditional advertising. Metaverse allows creating absolutely new experiences, which will be more engaging and interacting. At the same time, the ad in the metaverse will be less invasive than we usually experience with digital advertising.

The Metaverse market size is forecasted to reach about $800 billion by 2024 (comparison to 2020 with $46 billion).

Mobile marketing and M-commerce growth

Today, the average person spends about 7-8 hours looking at their mobile screen. Indeed, Mobile phones have become an undivided part of our life. And this fact broads the horizons of traditional advertisement.

It’s no secret that buyers more and more are using their mobile devices for online shopping. M-commerce acquired 72.9% of the total-commerce share in 2021. Moreover, this number will grow in 2022. In fact, M-commerce is more convenient for the users, at least that’s what statistics say. 85% of buyers prefer mobile apps to mobile websites.

Mobile-friendly design for shopping is becoming a priority with the growth of M-commerce. Already now, shopping apps developers create their UX first for the mobile version and only later adapt it to the desktop version.

Influencer marketing

Influencer marketing is continuing to develop and surprise marketers with a high ROI. One of the reasons for the high popularity of this marketing method is the study, which has shown that people trust influencers more than the information provided by brands. Moreover, another survey showed that half of Gen Z and millennials take the opinion of the influencers in social media before making a purchase.

The services and platforms which will identify influencers and measure their performance are gaining popularity. Even though influencer marketing cannot be fully automated yet, the platforms which provide the AI for facilitating influencer marketing can save time and, more important, money. Now the users would have to pay only for the conversions and sales.

Continues rise of the CTV

The amount of viewing on CTV has increased from pre-pandemic time. That can be explained that more people started to spend their time at home. Another explanation of the CTV rise is the accessibility to the new emerging entertainment and streaming services. For instance, when Disney+ was launched, it gained 54 million subscribers worldwide in less than 6 months. For comparison, Netflix needed more time to achieve the same numbers in the last years. The speed of streaming services conversion rate is expected to grow. The number of paid TV subscriptions in the US dropped by 2.7 million as people switched to streaming in the last few years.

Speaking about CTV advertising, it provides more opportunities than traditional TV advertising. Thus, CTV ad is more effective: viewers are 42% more likely to buy products advertised via CTV.

Programmatic product placement

We already wrote about product placement and its benefits. The biggest advantage of the product placement strategy is that this kind of ad can’t be skipped or muted. It is inseparable from the content and can stay in the show forever. Now product placement is becoming more automated and data-driven by moving into the programmatic world.

How will “In-Show” programmatic advertising work? The last year the companies TripleLift and Amagi declared about their partnership agreement to scale "In-Show" programmatic advertising. The companies with programmatic product placement services would provide SaaS platform access to the content owners, TV networks, and news/sport content providers. The SaaS platform will be integrated into the CTV ecosystem. Cloud-based services connect to dozens of consumer media platforms. The product integration will be available across hundreds of streaming TV channels in near real-time very soon, including Discovery Networks, Fox Networks, Fremantle, NBCUniversal, USA Today, Vice Media, Warner Media, and others.

Product placements on the video seem to be very promising. In 2021 it reached $23 billion.

Video and audio

Video content took off last year and brought fruitful results. 93% of consumers shared that video is helpful when they’re buying a product. This tendency will be kept for the next several years.

Instagram claimed that they are no longer a “photo-social media” and switched their focus to video content. In 2021 the reels gained their popularity. However, Instagram reels are different from TikTok by their identity and content. The main factor of such difference remains in the demographics: TikTok’s audience is younger than Reels’.

The preference for visual content will grow in 2022. According to HubSpot, 70% of businesses invested last year in content marketing, which, as a rule, includes visual efforts. By the way, more than 75% of video views are mobile 😉.

But what about audio? It may seem that audio advertisement has lost relevance with consumers fading interest in radio. However, the audio ad got a second life. Spotify launched its first-ever B2B audio campaign for Spotify Advertising (their new ad platform), and it proved to be more immersive and engaging than traditional radio and TV.

Moreover, audio advertisement is relevant when promoting audio services, for example, music and audio services.

The 2022 year looks very promising for the radio ad. People started to listen to podcasts more. According to the forecast, the number of US podcast listeners will increase 16.0% to 106.7 million in 2022. Moreover, this year, 16.5% of digital radio advertisements will be transacted programmatically. At the same time, the US podcast ad spending grew by 43,8% (from -17 to 26.8 billion dollars).

Zero-party data

The marketers will have to accept the fact that 3rd party cookies won’t be an option since the GDPR will come into force in 2023. Thus, the marketing agencies would have to find a relevant alternative that will be more ethical and at the same time effective.

The good news is that that solution already exists. As a rule, those are the framework produced by different tech companies. Another solution is so-called Zero-party (0P) data. Zero-party data are collected from people who voluntarily and proactively provide information about themselves to brands.

Zero-party data has a great advantage in that the information is transferred directly from the source (customer). No doubt, this method requires building a trust relationship with customers and thus requires more effort. Nevertheless, it can be a good alternative to the 3rd party data.

2022 looks very exciting full of new innovations and the comeback of technologies from the past. And this is only the beginning. Let’s be curious about tomorrow and look forward to what other innovations that will improve marketing will bring us in 2022.

Back in the 90s when online advertising started to scale globally, publishers and advertisers were searching the ways to efficiently manage their buying and selling needs. Thus, they started to form the first ad networks. As more and more websites and apps launched there needed to be a way to connect millions of advertisers to the billions of publishers with unsold inventory – this led to the creation of ad exchanges.

Strictly speaking, both, ad network and ad exchange, have the same purpose. They aggregate publishers’ inventory on their platforms and offer them to advertisers. Both can be integrated with demand-side platforms (DSPs) and supply-side platforms (SSPs), enabling programmatic ads.

If you decided to move your mobile ad in-house it’s crucial to know where the ad inventory comes from and how to buy it. Let’s have a look at how exactly they work and what is the difference.

What is an advertising network?

An ad network is an online platform that allows publishers to sell their inventory to advertisers. It’s pretty much like a supermarket where shoppers can get all different kinds of goods from a single place.

Acting as an intermediary between advertisers and publishers, ad networks sort inventory into categories to target specific audiences for different ad campaigns. These categories allow advertisers to target audiences specifically by age, gender, location, etc.

What is an advertising exchange?

An ad exchange is an online marketplace where advertisers and publishers can buy and sell advertising space. It works a lot like buying and selling shares on the stock market. Ad exchanges often use real-time bidding technology to run auctions. Auctions enable to sell ad inventory to the highest bidder based on impression-by-impression. This means that advertisers must bid against each other for any specific ad space.

For publishers, ad exchanges have become an essential way in which they can maximize the value of their remaining inventory, for advertisers ad exchanges have maximized the value of their ad spend and have revolutionized the way inventory can be fought based on who they’re targeted towards.

Where to buy: ad network or ad exchange?

Even though it might seem that ad networks and ad exchange platforms have many things in common there are not the same thing. Knowing their advantages and disadvantages might help you to understand what roles they play in the digital ad market. Let’s get into it.

First thing you should remember, that ad networks are often companies that can regulate their pricing to increase revenue when the ad exchanges are more of technologies for media buying and have a different business model.

The ad exchange offers an open pool of various inventory and acts as an open ad marketplace for all market players, including publishers, advertisers, agencies, ad networks, other ad exchanges, DSPs, SSPs,
agency trading desks (ADTs). So, taking advantage of this, ad networks often purchase good quality inventory on ad exchanges for reselling.

Transparency is not always the case with ad networks: Advertisers don’t know which websites serve their ads and publishers don’t know what companies buy their inventory. On the other hand, the initial idea of ad exchanges was to make the market more transparent. Bidding on ad exchanges advertisers know what publishers they buy inventory from and vice versa. Sometimes you can even track the pages on which ads were served, and even see competitors’ bids 😉

Speaking about the pricing: ad networks determine the inventory cost themselves and don’t share the initial prices with advertisers, whereas on ad exchanges the cost is based on the bids coming from advertisers during a real-time bidding auction. This leads to the fact that advertisers often overpay for the inventory on ad networks when on ad exchanges they can define prices themselves. The same applies to publishers, they have less control over inventory optimization and pricing on ad networks than on ad exchanges.

However, for small- and medium-sized buyers, who don’t have technologies to buy through ad exchanges, ad networks are the only way to get access to inventory. Unless you prefer to stay in the driver’s seat and manage your ad campaign, you might want to use a SaaS platform that will provide you the technology to enter ad exchanges, like Adello Direct.

I hope this can help you to gather a mobile ad market puzzle. Even though ad exchanges and ad networks have their benefits if you use DSPs or SaaS platforms for your mobile ad, like Adello Direct, you can take advantage of both, performing automated media buying. On the Adello Direct dashboard, you can set your budget, minimum bidding price, and KPI, and based on your settings the platform will request multiple ad networks and ad exchanges to find the best inventory among all available offerings to achieve your campaign goal.

Designing ad creatives from scratch is not always easy, and it can be expensive too. Luckily, there are online platforms out there that can help you create a new design with fewer efforts from your own and let you spare money.

Some of them offer also a free version or demo, with of course limited content/stock images and features. This enables you to get to know the platform better and see if it is the right one for your needs.

We listed 6 ad creative design platforms that help your ad campaign to succeed.


Even the free plan of Canva offers some stock templates, pictures, videos, and graphs to put in different creative formats. It can be for example a social media post or story, or a web banner. You can also upload your own picture if you prefer. The results could be static ad banners, GIFs or short videos, good for example for Instagram ads.

Experience level: Middle.

Time consumption: Middle.



Adello.Direct gives you the opportunity to upload your pictures or videos and shape them into a rich media ad creative design for mobile advertising. It has a wide range of unique engaging creatives from swipe cube, flip card, scratch card, feel ad, different types of sliders, etc. Once your creative is ready, you can let run the campaign in a couple of clicks.

Rich media creative is the best attention grabber for mobile web and app advertising. Your audience will not scroll away.

Experience level: Low.

Time consumption: Low.


Design Wizard

With this platform, you can easily create videos and static ads. You are also free to upload your pictures, logos, fonts, or you can choose stock images, videos, illustrations, and graphics from its library. Of course, they also have simple advertising templates you can modify. Works best for Facebook ads.

Experience level: Low.

Time consumption: Middle.

Design Wizard


This graphic design software offers different products, divided into “Illustration & Design”, “Technical Graphics”, “Licensing & Education”. It goes from illustration, layout, and photo editing to 2D drafting and 3D design. You can download the app for free for Windows and Mac or pay and download the software directly from their site. The perfect tool for cross-channel campaigns, including out-of-home.

Experience level: High.

Time consumption: High.


Adobe Spark

Adobe offers this free tool for online image and video editing. If you would like to use a pro version, then you use Lightroom CC or Photoshop CC. Registration is required here too. It is a great tool for outdoor marketing, social media, and email campaigns.

Experience level: Middle.

Time consumption: Middle.

Adobe Spark

Adobe in Design 

With In Design you have an immersive design experience with different formats. You can create animations, slideshows, interactive PDFs, eBooks, or traditional marketing collaterals like posters, brochures, and flyers.

Experience level: High.

Time consumption: High.

Adobe InDesign

Are you ready to boost your campaign with these platforms? 😉

If you want to learn more about the latest tech trends for ad creatives check out our creative gallery.

Relevance is crucial in marketing. We have already talked about ad personalization in our precedent blog post, discussing why an ad campaign is destined to fail without personalization and relevance. It is important to make sure that the message appeals, and so is relevant, to your target audience. Otherwise, you will not achieve your marketing goals. Research even shows that 90% of consumers find it annoying to receive messages not personally relevant to them (source: Forbes).

First of all, it is necessary to clarify the difference between personalization and relevance, since sometimes their definitions are overlapping on the internet. Personalization is done by a system, which is used by advertisers, in order to identify and target a certain audience or single person (anonymously) through different options: from demographics to interests, etc.

Once you have your target group, it is important to concentrate on when and how. Here, we are talking about relevance, so “how useful your information is to your customer’s search” (source: Google Ads).

As marketers, we are used to pointing our clients in the right direction, in order to enable them to identify generic ad text and design unique and emotional messages targeted to people looking for something specific. You need to analyze your audience and understand what kind of keywords and phrases works best for them.


In case any marketers and advertisers forgot, the word relevance is an adjective meaning having direct bearing on the matter in hand; pertinent. In marketing and advertising terms, it means providing your customer, and prospect for that matter, with content that is relevant to them”.

Steve Olenski, Forbes contributor

In the same article, Steve Olenski wrote that having people just ignore your not-relevant ad is actually the best case. Following activities can damage much more your company image: unsubscribe from your emails/newsletter, categorize them as spam, are less likely to buy your products, or never visit your website again. You need to be really careful in the planning of your advertising campaigns in order to avoid those actions.

Relevance is important because you can increase your revenue, ROI, and acquire new customers. An article in Harvard Business Review highlights how the “loyalty era” of marketing is waning since customers buy product that is relevant to their needs at the moment. For this reason, it is essential to offer a tailored experience based on the needs and priorities of your customers.

A key component of becoming a living business is conveying exactly the right message, experience, or offer to customers in exactly the right context. […] To succeed in this era of relevance, marketers and companies must be continuously willing to abandon the old. As new technologies shift customer journeys and expectations, they can (and should) also enhance companies’ abilities to engage with customers in the most relevant ways. […] Today’s mobile-enabled consumers are constantly evaluating and re-evaluating their purchasing decisions. They will choose the brands most relevant to them at an increasingly rapid pace.

John Zealley, Robert Wollan, and Joshua Bellin on Harvard Business Review

When talking about adapting to new technologies in order to stay relevant, let’s think about 2020. Last year changed many strategies, starting from the boom of e-commerce, e-learning, online meetings, etc., and the importance of human connection was the core of many campaigns, as we wrote in a blog post before Christmas. Many companies are focusing now from a marketing perspective on the post-pandemic world, and it is important to be aware of all changes that influenced your audience to keep running relevant marketing in 2021.

people with mobile phones

With the digitalization’s boost of last year, you need to consider mobile advertising and social media marketing for your advertising campaigns. The use of smartphones increased, and the easiness that allows you to buy or pay in a shop, look at information everywhere, share and post on social media from these devices is here to stay. People will not stop using mobile phones and their usage will increase every year.

Mobile advertising and social media marketing are also booming because of the creativity of the ads you can put online and the fact that people love to be entertained. In the creative gallery of Adello, you can see how many engaging mobile ads you could put online. From VR showrooms to 3D models, swipe cubes, panoramic videos, etc.

If you want to promote, e.g., a new app, website, e-commerce, product, or service, you will have a great advantage if you use those platforms. Why? Because they are the relevant marketing channel for the biggest part of the population nowadays, and they are growing.

Curious to know more about mobile advertising and how to reach the right audience with a relevant ad? Do not hesitate to contact us 😉

If you want to keep doing successful marketing in 2021 and beyond, you should not ignore the digital transformation and the tech tools emerging new marketing trends. It is important to ensure that your employees have the skills required by proposing ongoing training and refreshers for them. This way, everyone in the marketing team will be on the same page and ready to boost your business in the digital era.

Here we made a list of the most important marketing skills for 2021 and the future:


Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are essential for your business. SEO can ensure that you are seen at the right time by the right audience, increasing the possibilities for your product to be sold. With SEM, you can increase the visibility of your website on search engines. Both concepts are constantly evolving, and you also need to keep yourself up to date with the features of the biggest search engines like Google, Bing, etc.

Content marketing

Storytelling is one of the pillars of marketing. In the digital era, writing skills are applied in emails, social media, blog articles, websites, and ads. Do not forget always to make sure that the content is also relevant to your target audience.

Data analytics

In the previous edition of Adello Magazine featuring Kate Strachnyi, we have discussed the importance of a data-driven business strategy. Data analytics helps better understand the targeted audience, the efficacy of marketing strategy, and measure marketing KPIs. Based on that, you can see where improvements are needed and what strategies worked best.

Marketing Team
Photo by g-stockstudio from Getty Images

Technical skills

To know certain tools and software that can help you with, e.g., SEO, SEM, data analytics, etc., is a great advantage against your competitors. Most of them can also take away repetitive tasks so that your employees can manage their time more efficiently and concentrate on other important assignments too.

Know-how in digital advertising

Your employees need to be familiar with digital advertising. It is essential to know what kind of online channels are better for a certain product and what kind of advertising formats are out there. Just think about some interactive ad creatives like VR, AR filters, swipe cubes, or scratch cards, which are successful social media and mobile advertising features. You can look at our creative gallery if you would like to try out some of them!

Social media

Nowadays, it is a must to know what kind of social media are out there and how they work, especially if you aim to reach out to younger generations like GenZ and Millennials. A social media strategy can also help you interact more with your audience and better understand customer needs.

Digital marketing is constantly evolving, and your marketing team needs to own the skills we listed before to succeed. In case you need support about mobile advertising and social media, do not hesitate to contact us 😉

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