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 standard display banner formats, buyers often have deals set up with publishers that allows them to activate on that publisher’s inventory without having to go through the publisher’s sales people, freeing up those sales people to work on more advanced ad executions.

All the buyer and seller have to do is conclude the deal and set it up – sometimes easier said than done. The deal  can then remain available to the buyer as a doorway to that publisher’s inventory. This bring a lot of efficiency to buyers and sellers while maintaining publisher control of who is buying inventory on their properties, something that open auction buys are notoriously bad at. Continue reading Private marketplace deals in programmatic media buying

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, we will cover off some more prospecting targeting settings.

Viewability targeting: 

Viewability targeting allows you to target your ads in such a way that allows them to be in view (on the screen) of the user when served. The MRC definition of viewability is 50% of the ad in view for a minimum of 1 second for display banners and 2 seconds for video (more on video later). This means that at least 50% of a display banner needs to be in-view on a user’s screen for at least a second for the impression to be considered view-able. Continue reading Prospecting and Remarketing in programmatic: How to make use of them [Part 2]

Prospecting and Remarketing in programmatic: How to make use of them [Part 1]

Programmatic campaigns are often divided into two main types of tactics:

  1. Prospecting: Line items that do not use 1st party data.
  2. 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 data, and as you go down the funnel, the audience should get smaller but more qualified and relevant. Each of those tactics aims to fulfill a goal in a programmatic campaign though. Even though the bottom part of the funnel tends to perform better, a parts of the funnel equally important. Prospecting helps you bring new customers into the funnel, prospecting helps you find relevant audiences and remarketing helps you reach users that have already engaged with your products/services.

Each part of the funnel can (and should) contain multiple line items in your DSP.

This series will cover these tactics, going down the interest funnel. Continue reading Prospecting and Remarketing in programmatic: How to make use of them [Part 1]

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 by a KPI if possible

Every marketing campaign should have a goal. That goal could be lead generation, branding, sales, traffic to a site, app installs…

If you do not have concrete goals and KPIs, you will not be able to tell if your campaign is performing. You will need both goals AND KPIs. A number of clicks alone is not enough – what do you need those clicks for? Similarely, improving brand awareness alone is not enough – How are you measuring brand awareness? Continue reading How to set up an efficient programmatic campaign