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How to direct a Programmatic Advertising Campaign to its objective?

Programmatic technology allows for real-time data to feed continually back on the success or failure of tactics. The ability to make decisions on the fly, based on robust information should ideally lead to flexible, always-on advertising.

  • Plan

As programmatic is not just another way to buy the same media, it needs to be treated differently, beginning with the planning stage. Too often a programmatic campaign suffers from the constraints of pre-existing display objectives. Programmatic’s potential can be exploited by focusing on a full discussion of the business goals, the data assets that can be utilized, and the target audience. By using a test-and-learn structure to find out more about customers and prospects, insight can be used to adapt plans and optimize the campaign.


  • Integrate

The next stage is to organize data and connect it to the programmatic ecosystem. This is important primarily because it offers a competitive advantage in an auction. In addition, first-party data can be used to unlock insight and new audiences. However, challenges often occur with data formatting and the integration of existing technology partners. The key to saving time and resource is using programmatic technology that is set up for easy integration.


  • Safeguard

Before an advert is bought, strict procedures need to be implemented to ensure brand safety, minimize fraud, and track viewability. This is essential to ensure that advertising appears where expected and that the planned level of inventory quality is achieved.


  • Execute

The execution of a multi-channel, cross-device campaign can be complex. Although technology does the heavy lifting, the display environment is fragmented. There are a number of processes and roles needed to ensure everything works: bids are being won for the right price, the right ads are being shown in the right places, and data is being collected and stored.


  • Optimize

Optimisation is a very individual process, and this is where the value of programmatic over direct buying can be seen most clearly. Using campaign data to understand how each tactic performs and adapting it to maximize success can be achieved in many ways. Not all are equally effective. For example, some simple data points can include domain, creative, and time of day, but the complexity quickly grows as the campaign is repeatedly optimized. Using both manual and algorithmic optimization techniques can help roll out any changes quickly and at scale.


  • Analyze

After a week or two of data is accumulated, marketers can take a broad look at the campaign, decide which inventory sources are working, which creative needs to be redesigned, and which data sources should be rolled out. Additionally, insights into audience reaction to specific messages can be applied across the entire digital plan, not just programmatic.

To learn at your own pace you can also refer to our Doubleclick tutorial.