The Secret Sauce to Your Programmatic Advertising Initiatives
This article and accompanying infographic was published in Modern Marketing Xchange (MMX), May 13, 2016
In today’s crowded advertising landscape, it’s tough to get away with being anything but programmatic. But while programmatic advertising, or the automated process of buying digital media inventory, is fast becoming an absolute necessity, it’s just as important to know what you can do to increase the value of your programmatic buying solution. There’s just one problem – you can’t positively impact your digital campaigns without knowing what to improve or more importantly where to start. You’ll need a secret ingredient to achieve digital success.
Introducing new and previously untapped audiences to your advertising data mix, programmatic technology is a must for staying competitive and targeting relevant (aka those verifiably interested) consumers. But because it’s all done super-fast, in hundreds of milliseconds, it’s of little wonder why many remain in the dark when it comes to better analyzing and understanding the results they see.
So if the disconnect is a lack of knowledge, the question is then: how can we decipher the automatic – or the all knowledgeable media buying machine? The answer lies within something surprisingly simple: transparency.
What if there was an added element that was able to work in conjunction – or, behind the scenes – to aid your programmatic strategies with simplicity and true visibility, giving you the understanding you need to feel confident with your advertising and marketing campaigns. But given programmatic’s superhuman intelligence as aided by powerfully decisive digital media buying machines, is achieving transparency realistic or way too out of your control to even bother trying?
While there’s some truth to the “what you don’t know can’t hurt you” adage, when it comes to marketing and advertising, what we don’t know essentially contributes to the already persistent industry-wide challenge of measuring campaign results and ROI. And results matter. Meaningful results also stem from truly useful data. This is where second-party data comes into play.
Second-party data is to programmatic as the secret sauce is to your favorite pizza pie. The pie’s fine without it, but the secret recipe is what keeps your guests coming back for more. The same applies to programmatic advertising and second-party data; programmatic excellence is possible with the aid of relevant, scalable, and most importantly transparent data. Otherwise, without second-party data, you’re left with what everyone in the game is doing.
Ultimately, advertising strategies and trends will continue to shift. And if you’re not keeping up, you’re falling behind your competition, fast. So when compared to what’s trending (and what’s really working), where do your advertising and marketing initiatives stand?
Check out the full article, including the “Programmatic Advertising: The Good, the Better, and the Future” inforgraphic here.