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BizReport : Advertising : July 07, 2014


Top 3 tips to implement better RTB strategy

Programmatic advertising, which automates the buying and selling of ads, is beginning to push ad buying according to one expert. In fact, this year many believe programmatic offerings will see a substantial lift for online brands. One expert offers the top 3 tips for a better programmatic (RTB) strategy.

by Kristina Knight

Kristina: What trends are you seeing in the online space through the first half of 2014?

Darline Jean, COO, PulsePoint: Last year, brand advertisers were hesitant to embrace these new technologies. Today, programmatic advertising solutions are enabling more brands to leverage sophisticated data targeting and streamline buying practices. As a direct result we're seeing an increase in programmatic ad budgets by leading brands and agencies - this new investment is enabling them to hit a sweet spot of efficiency and efficacy. In the next three years we expect programmatic buying to continue to grow exponentially.

The increase in programmatic branding campaigns will continue to draw more and more inventory into the exchanges. This means that publishers have an enormous opportunity to win brand dollars with programmatic advertising solutions.

Kristina: What impact is programmatic having, for those brands that have adopted a strategy?

Darline: Programmatic helps brands reach audiences efficiently, and at scale. Brands leveraging programmatic are able to not only reach the right audiences, but to make and measure impact.

Kristina: What are your top 3 tips for brands looking at, but not pulling the trigger on, in programmatic?

Darline: One, you don't have to navigate programmatic alone. Find a technology platform and partner that understands the challenges and opportunities of programmatic on both sides of the ecosystem in an unbiased way. Communication and education are key steps to maximizing the value of programmatic buying.

Two, test, learn and scale your programmatic buying. Leverage data insights to understand where your audience is engaging and what they are responding to.

Three, measure what matters. Whether it's viewability, ad recall or conversions, measuring what matters and not just CTR is possible with programmatic.

Image via Shutterstock

Tags: advertising, programmatic advertising, PulsePoint, RTB trends










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