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I know what you’re thinking… another article about programmatic. But given the rapid pace of advancements in the programmatic space, we’ve entered a time when advertisers and retailers are forced to reexamine their strategy, take a closer look at what programmatic means to their business, and prioritize the pieces of the puzzle they should be employing to reap the greatest benefits.
This is an important time for retailers to consider the tremendous value of examining the changing costs of audiences purchased through real-time bidding. Brands must not settle with the knowledge that programmatic systems incorporate audience data in real-time or that machine learning automatically determines bid values for each impression. Pricing awareness gives advertisers an understanding of the longer-term trends that grip the programmatic advertising market. These trends can help advertisers to gauge which third-party consumer segments will be more cost-effective than others.
In order to see better results, advertisers should keep these considerations in mind:
Always be evaluating and adjusting
While it might be automated, programmatic is far from “set it and forget it” technology. Factors like current events and shifting trends require savvy advertisers to remain in a constant state of observance and advancement – constantly evaluating and adjusting their partners... Read more