I’m often asked my opinion on whether advertising should be in-housed by advertisers or if an agency should be used. This question is often asked by media or tech vendors who are interested in understanding what the future might look for them, by agency folks who are interested in understanding the POV of advertisers and […]
Category Archives: Campaign Management
Private marketplace deals in programmatic media buying
Private marketplace deals, or PMPs for short, are inventory deals that buyers can conclude with sellers through SSPs to guarantee access for the buyers to a certain type of inventory programmatically. A few years ago, PMPs were touted as a way that could replace direct publisher sales and in many cases this has happened; for […]
Prospecting and Remarketing in programmatic: How to make use of them [Part 2]
This is the sequel to part 1. Make sure you start with part 1 if you haven’t read it. If part 1 of the series, we covered off the on the 2 basic types of targeting settings in a programmatic campaign – prospecting and remarketing. We then covered off 4 targeting settings within prospecting. In this part, […]
Prospecting and Remarketing in programmatic: How to make use of them [Part 1]
Programmatic campaigns are often divided into two main types of tactics: Prospecting: Line items that do not use 1st party data. Remarketing: Line items that use 1st party site visitor audience data Those 2 bits combined are also known as “the funnel”. Prospecting has the broader audience with tactics that vary from geo targeting to 3rd party […]
How to set up an efficient programmatic campaign
Every programmatic campaign is different. That’s because each campaign can have a different KPI and business goal. Regardless, there are some best practices that I find work for any programmatic campaign. This post aims to address the phase from planning the campaign up to going live on a DSP. Optimization and reporting will get their own posts. 1.Set a goal, represented […]