By leverage BriefBid’s media planning software, ecommerce brands can easily plan their ad spend, RFP existing media partners and discover offerings from new advertising solutions.

The BriefBid platform directly connects ecommerce brands with media sellers who deliver effective ad placements on various digital channels, including display, Connected TV, Digital Out Of Home, Mobile, digital audio and others. Brands simply submit their briefs specifying their campaign goals, target audience, and other details, and then receive proposals back directly from the media sales teams.

To find success with your business, your ecommerce advertising strategies will need to fit your goals and your budget.

One of the biggest benefits to your advertising strategy as an ecommerce seller is that you primarily need to focus on driving traffic to your product pages or a landing page on your site — unlike the needs of a brick-and-mortar business that relies on bringing in actual foot traffic, convincing consumers to visit your website is a much easier task and is absolutely easier to scale.

So, to establish a winning ecommerce advertising strategy, you’ll need to be intentional about the ways you seek out new customers and retain existing ones.

• DO prioritize SEO and your site’s UX
• DO research where your audience is online
• DO try out different digital channels to see where conversions are plentiful and then optimize
• DON’T abandon non-converting customers who previously engaged (retarget them)
• DON’T focus too much time/money on traditional channels when ecommerce conversions are more seamless online
• DON’T be unrealistic with your budget or pigeonhole all your funds into one channel

A request for information (RFI) is typically less formal than a request for proposal, as it seeks information — answers to some questions — rather than a formal proposal for a project. Generally, RFIs help an organization learn more about a new vendor and their offerings, without any direction towards a specific need.

There’s so much more to the gaming world than the games themselves. Cryptocurrency, fashion, and healthy living are fantastic examples of interests that strike a chord in gaming culture, so finding parallels between gaming and your brand is likely easier than you realize.

The first step to finding connections is listening to the audience you want to connect with. Take a personal approach when learning about gaming culture. Attend esports tournaments, and actively listen to users on Reddit, Discord and Twitch. Not only will you develop a better understanding of what they want, learning and gauging behaviors firsthand can be invaluable in molding your advertising to suit the audience.

Before we examine some channel options, let’s briefly review what sort of lead gen tactics should be considered for startups. For more background on these tactics, be sure to read part 1 of this series on lead generation.

Getting lead gen right is dependent on knowing your product or services and knowing your audience. With those in mind, you can begin to strategize ways to make those customer conversions.

With all of the available media and methods reaching your audience, performing some market research and testing different methods of user acquisition marketing will be a sensible place to start. Here are a few key ideas to remember when building your startup’s lead generation strategy.

There are several types of advertising fraud, with scammers using various methods to steal fraudulent publishing revenue. Below, we’ll review how these ad fraud techniques work.

Impression fraud is any fraudulent activity aimed at generating false impressions. This could be caused by scammers placing a fake, possibly invisible ad in front of a legitimate ad that redirects to a fraudulent site upon being clicked, earning an impression on the fraudulent site (more on this ad stacking method later). It could also be done via a legitimate ad being placed directly onto a fraudulent site without the advertisers intent, and using bots to generate false impressions of that ad on the site.

Click fraud is one of the most basic, common forms of ad fraud, with large numbers of ad clicks being generated by automated click programs or human click farms. The latter consists of low-wage workers paid to click on ads for long periods of time. Click fraud leads to misleading click data without any actual sales resulting from the fake ad engagement.

Location-based ad fraud is a more complex form of ad fraud in which a scammer may spoof multiple devices to make them appear to be in a certain location to defraud geo-targeted advertising.

Hidden ads are used as a method of stealing impressions, in which the scammer places an invisible ad onto a fraudulent website to take advantage of impression-based ad revenue.

Ad stacking fraud and pixel stuffing are methods of ad fraud similar to hidden ads – with ad stacking, the fraudsters will place a fraudulent ad over top of a legitimate one but make it difficult to remove from a user’s view or even impossible to see, allowing it to steal clicks when users try to close it or click on the legitimate ad. The fraudsters might also stuff a fraudulent ad into a single pixel, making it incredibly small and essentially impossible to see. This lets them easily steal impressions undetected.

Domain spoofing ad fraud is when fraudulent sites masquerade as a reputable site by using a web domain that appears to be relevant to a certain market or another reputable site. This can sometimes lead advertisers and DSPs to publish on that site by mistake, but is easier to detect than most other forms of ad fraud.

Click hijacking occurs when an attacker is able to compromise a website, a user’s computer or a proxy server and redirect a click on a legitimate ad to a click on a fraudulent one.

Fake app installation ad fraud is commonplace in a market filled with in-app advertising. Mobile ad fraud like application ad fraud can occur through this method which entails click farms of users downloading apps in bulk.

Bots and botnets are like the technological manifestations of ad fraud attackers themselves, multiplying their efforts and automating their attacks. As mentioned previously, over 40% of the traffic on the internet is estimated to be bot traffic. There are two types of bots: good and bad. According to a report from Imperva, it’s likely that around 15.2% of traffic are good bots that are owned by legitimate businesses and automate tasks to improve users’ experiences online. Bot fraud in digital advertising is carried out by bad spam bots, which may make up 25.6% of traffic and help scammers take advantage of digital advertising on a massive scale. Botnets are an additional way of complicating the effort to detect bots, as it links multiple bots across multiple devices to make them all look more legitimate due to their different IP addresses.

Digital out of home (DOOH) advertising is OOH advertising that utilizes digital technology to display ads. The core benefit of DOOH advertising is the use of a digital screen, as it simplifies the process of publishing an OOH ad and allows for more creative media. Because this type of outdoor advertising utilizes digital media and can easily contain multiple, rotating ads in the same placement, it’s also more cost effective than traditional OOH.