Six AdTech Basics for entry-level Marketers

Programmatic buying makes digital advertising more efficient and targeted. In today’s digital landscape, the one goal most marketers strive for is adequate multi-device reach. One where you serve a commercial on all your audience’s devices viz TV, social media, mobile…when they want it and where. But programmatic advertising can feel complicated to new marketers. Whether you plan and execute your digital advertising in-house or with the help of an Agency, you need to keep these 6 basics in mind for your next encounter with adtech.

A quick look into what Programmatic ad buying really is:

Programmatic media buying, marketing and advertising is the algorithmic purchase and sale of advertising space in real time. During this process, software is used to automate the buying, placement, and optimization of media inventory via a bidding system.

Source: State of Digital

Six basics of Programmatic Advertising for new marketers:

1: Befriend the data

“The more data marketers have at their fingertips, the more personalized the ads become. That’s really what programmatic over the last few years has really pushed forward. Secondly, programmatic allows you to test, learn and find the content that works best – and it can be done in a far more scalable fashion,” says Aly Nurmohamed, vice president of global publisher strategy at Criteo in an earlier blog on marketing week.

2: Mobile and cookies – know what works where!

It’s no secret that digital marketers must be where their audiences are. And most are mobile, on their mobile. With the heavy consumption of mobile ads, inundating your target’s mobile device is one option. But the behavioral targeting capabilities of programmatic models are usually tied to tracking cookies. When it comes to mobile: the functionalities of cookies are limited. This limitation can cause difficulty to marketers wanting to run campaigns across mobile devices. Unless you plan well enough to ensure this doesn’t prove to be a hiccup given the overall picture by using alternatives like a device’s unique identifier, etc.

3: Beware of: lack of transparency and susceptibility to fraud

Just like there are two parts to every story, here’s one about programmatic buying: Programmatic ads are targeted based on demographics and behavior. This means that brands don’t always know where their ads will appear or who is clicking on them. An increase in automation has led brands to lose this control because it isn’t possible to vet so many sites for each campaign.

4: Get comfortable with the science of attribution

While ad placement matters, programmatic ad buying shouldn’t always be about how many ads go out. While several digital advertisers might think programmatic buying will make it easier to push out ads at the scale at low costs to target audiences, this doesn’t assure quality.

5: Master the art of digital storytelling

In the omnichannel, multi-touchpoint world, the forgotten art of storytelling can help create a memorable brand experience for the prospect. Instead of using adtech for mindless retargeting (which one of us hasn’t been assailed by retargeted ads long after we already bought the dress/shoes/car we were researching?), leverage the opportunity provided by the omnichannel adtech capabilities today by truly immersing yourself in the customer journey and building a brand story and experience that resonates?

6: Keeping up with both: innovations and trends

With any upcoming and dynamic technology, suppliers will constantly look at ways to improve the end-user experience and limit glitches as has been the case of adtech suppliers.

Read More @ https://www.martechadvisor.com/articles/ads/six-adtech-basics-for-entrylevel-marketers/