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Week 2: Best Practices in Programmatic

by Vanessa Yu on 25th October 2018

Programmatic advertising offers brand marketers the opportunity to quickly and efficiently find new audiences and convert them into new customers. But despite its effectiveness, some marketers still shy away from programmatic, unsure of the best way to approach it.

In a four part series, we will outline eight programmatic best practices to help brand marketers understand how to get started with programmatic advertising.


 

3. Choose the right partners that will help you achieve your goals.

Selecting the right partners to work with is critical to generate transparent results and relationships. Partners should be transparent on price, their optimisation strategies, how they use your data and where your ads have appeared.

They should also understand your strategy and campaign brief and provide detail information about how they intend to support your brand.

Industry trade bodies such as JICWEBS, TAG and the IAB have designed frameworks and principles to tackle issues around ad fraud, brand safety and viewability. Only those advertising and marketing vendors who can prove they meet the strict criteria laid out by each trading body are awarded with an accreditation. Always work with partners who are accredited by one of these trade bodies. You will find a full list of certified vendors on each of the trade bodies websites.

4. Set clear and sensible objectives.

One of the fundamental ways to measure the success of a campaign is to set clear and sensible objectives, whether that’s to drive bookings for hotels and flights, increase the number of sign ups to a loyalty programme, or to increase adoption of a self-booking tool.

Your KPIs and measurement targets should also be realistic. Setting unrealistic KPIs, such as significantly high click through rates and absurdly cheap CPMs and CPCs can make your campaign more susceptible to ad fraud, poor quality inventory and seriously impact your results. Always think, if it’s too good to be true it probably is.

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