The role of digital advertising in today’s economy cannot be overstated. It’s a common tool for advertising all sorts of goods and services to the masses. The majority of online advertisements are purchased through digital advertising platforms.

A digital advertising platform is a piece of software that makes it easier to buy digital advertising space on digital media platforms like social networking sites, search engines, microblogging services, video-sharing websites, and others. Advertisers can use these platforms to combine their own data with that from third-party providers to show relevant ads to specific groups of people. This increases the chances of conversion.

Currently, advertisers can choose from a wide variety of digital advertising networks. To name just a few examples, there are Google’s AdWords, Facebook’s Ads Manager, Microsoft’s Bing Ads (for search engine marketing), Instagram’s Ads Manager (for mobile app marketing), and Twitter’s Ads Manager (for social media marketing).

The world of online advertising is much bigger than what is covered in this guide, which mostly talks about the choices advertisers have and the digital advertising software that may work best for your business.

To reach their intended audience, advertisers are primarily concerned with one thing: buying ad space on publisher websites. The main ways to buy digital advertising are through programmatic advertising software and direct deals between advertisers and media outlets.