Tag 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

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