Digital Media Buying uses automated technology for buying advertising space, as opposed to traditional (often manual) media buying methods. Your ad could be brilliant, but if it's not in the right place and targeted at the right people, your campaign will never reach its true potential. Therefore, buying the best ad space at the best price aimed at the right audience is critical.

The market for digital advertising space is run by ad exchanges, who operate computerised auctions that bring together both parties of the transaction:

Digital Media Buying uses algorithmic software that handles the sale and placement of digital ad impressions via ad exchange platforms – in a fraction of a second.
Digital Media Buying also incorporates traffic data and online targeting methods to serve impressions more accurately, efficiently and at scale, which means better ROI for you.

Here’s the digital media buying flow in a nutshell:

Despite the many steps involved, this entire process happens instantly. Mortar, along with our partners, ensure you get the best ad space possible to maximise your campaign's results.

Creating your digital media campaign

Retargeting, also known as remarketing, reengages with individuals who have previously visited your website or interacted with your brand online.

Note: Initially, you will only be allowed to create a prospect-targeting campaign.

Next, click on the tick box > ‘Start creating your campaign.’

Creating a distinct and easily recognisable campaign name is essential, especially when managing multiple aligned campaigns.

Selecting the appropriate time zone for a programmatic campaign is crucial because it ensures that your campaign's ads are displayed at the right times when your target audience is most active and likely to engage.

The minimum daily budget required for optimum campaign performance is $25

Campaign Start Date / Campaign End Date

Selecting suitable start and end dates requires a thoughtful approach considering your campaign goals, target audience, industry trends, and budget.

Determine the type of campaign you require based on your marketing needs, such as increasing brand recognition or boosting sales.

Dynamic CPM (Cost Per Mille) is a digital advertising pricing model in which the cost of an advertisement is based on its performance and dynamically adjusted according to various factors such as user behavior, ad placement, and real-time bidding. CPM is a common metric used in online advertising to measure the cost of 1,000 ad impressions (views).

Note: Ensure that the value is higher than 0.

The term "bid flat" in the context of advertising typically refers to a pricing model used in programmatic advertising and real-time bidding (RTB). In this context, "bid flat" means that an advertiser sets a fixed or flat bid price for their ad campaign. This fixed bid amount is the maximum amount the advertiser is willing to pay for each ad impression or click, and it does not change based on real-time bidding dynamics or other factors.

Note: Ensure that the value is higher than 0.

This limits the number of times a specific advertisement is shown to a single user within a given time. The goal of frequency capping is to prevent ad fatigue, annoyance, and overexposure, which can lead to negative user experiences and reduced campaign effectiveness.

Impression Capping Type: This type limits how frequently a user sees an ad based on the number of impressions specified.

Duration: This refers to setting restrictions on the number of impressions an ad can generate within a specific time frame, which can be per day, per hour, or over the course of a particular campaign.

Select the relevant audience.

Option 01 – Let our cutting-edge AI automatically select the optimal ad networks that will provide the highest ROI for you!

Option 02 - Choose one or more network(s) that you’d like from the list below!

Select your payment method so we can boost your campaign!

Click on 'Submit'> Yes (If you agree to the terms and conditions).

Finally, your campaign is up and running!

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