A Media Planner’s Conflicted Relationship with Programmatic
Programmatic – pro ·gra ·ma ·tic – \ˌprō-grə-ˈma-tik\ Saying it’s an industry buzzword is an...
Why Consumers Share Online (And Advertisers Love It)
People share their opinions online as a form of identity expression. They make statements about their beliefs,...
Prospecting and Retargeting – The Smart Way
Think of a situation in which you searched for and purchased a product, and then...
How to Calculate a CPA Goal for Your Campaign
If the basic math doesn’t work out, the goal won’t either. When it comes to...

Data Integration in Programmatic Campaigns: Vary Your Sources

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Success with a programmatic campaign relies heavily on the data that demand-side platforms (DSPs) incorporate into automated media-buying decisions. After all, how can an ad be served to the right, interested consumer, in the most optimal website context, at the best time, if a system does not hold information about who that consumer is, what his or her interests are, and how he or she tends to behave online. Let’s say that three different DSPs hold information on you, the consumer. Which one has the most accurate information about you? The answer to this depends, but one thing is key: variety. The more information they have about you, the better. It’s also important to have more than one source for each data point about you. As an example, think of something that happened recently in the news – something that sparked your interest, and caused you to Google it. You

5 Benefits of Outsourcing Programmatic

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As programmatic media buying gains traction, brand marketers – even those who have already adopted some model of programmatic – are working to determine which model of programmatic will best meet their needs. They are choosing between agency-managed, programmatic-partner-managed, and self-managed models. An article published in AdAge during Advertising Week 2014 discusses how big-name brands like Kellogg and Netflix benefit by taking their programmatic media-buying in-house. While those benefits are real and significant, they also carry over to managed programmatic services. Data security Programmatic partners provide safe repositories for client data – whether the client relationship is through an agency or brand-direct. Programmatic partners will agree to any reasonable treatment and safeguarding of data, and can be relied upon to treat brand data and the data of the brand’s clients and partners according to the agreement. In most cases, self-managed solutions are developed and hosted by the same vendors that provide partner-managed

Pixel Tag Management: FAQs and Best Practices

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When a brand begins to transition advertising spend from branding campaigns to direct response, the term “pixel” often comes into play. For those who are unfamiliar, questions arise about the logistics, restrictions, and potential glitches of pixel management. While pixels may seem confusing on the surface because HTML is involved, they are easy to manage and an invaluable asset to programmatic campaign optimization. In other words, they help your ads to reach the right consumers – the ones who have proven interest in your product, service, or offer. A pixel tag is a string of code that lives on a website. It’s like a telephone, in that it passes information from one system to another. There are two types of tags: secure and non-secure. A secure tag includes “https” in the code, whereas a non-secure code has just “http.” More on that later. Pixels allow brands, agencies, and their advertising

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