How to choose a programmatic buying platform
Programmatic buying platform
Each brand should clearly define business goals via a programmatic buying platform. Which, as a rule, include specific key performance indicators (KPI). A variety of test and training sessions, analytics and attributive modeling, the effectiveness of cross-channel advertising, and much more.
Because usually, it is the goal that determines the best solution. Programmatic advertising platforms can be called a critical factor, especially given the huge array of possible solutions that are on the market.
Why is programmatic ad important?
In programmatic, there is no place for such programmatic platform concepts as “must buy” and “template solution”. Each marketer, studying a particular case, should carefully consider all the needs of the market, goals, resources, and business practices.
You can evaluate the many solutions available today only with the help of a system consisting of six key aspects. These aspects can be used to assess how much a potential programmatic partner meets your requirements.
Explaining programmatic advertising
1. Level of transparency
The two poles of the spectrum of services are self-service (SAAS model, Software As A Service) and a full range of services (the partner does all the hard work). In many cases, for marketers, the only way to do it right is to do it by oneself. And the reason is the lack of transparency.
Nevertheless, there are ways to succeed without internal corporate solutions. The main thing is to find your place in this range of services.
This is one of the biggest unknowns in programmatic. Of course, there are plenty of examples of quite successful business solutions based on the black box method. But more often marketers demand full transparency of the metrics of the ongoing advertising campaign.
Advertisers want to know how much budget goes into effective advertising. In addition, everyone wants to see lists of sites that host ads, prices, and tactics, as well as performance indicators. So decide what level of transparency you need.
2. Compatibility and interoperability
Brands should choose a thoughtful and focused approach, which provides for the smallest possible number of partners and the availability of one comprehensive solution that will be as effective as possible. Of course, each model has its advantages. But a competent marketer is simply obliged to ask whether it will be possible to integrate this or that element into the overall strategy without hindrance. How such elements will be able to further interact with each other.
3. SAAS platforms
There are many SAAS platforms available but they are often not very flexible. While the level of automation of digital advertising procurement is growing every day, software solutions are still structured by people. Decide for yourself how important it is for your business to be able to implement individual solutions and tailor an existing product specifically for you.
4. Analysis and data measurement methods
This aspect becomes critical because experienced marketers refuse to attribute every last click and look for ways to analyze it in greater depth. This is done to be able to evaluate what is effective both at the top and at the bottom of the sales funnel.
An integrated measurement and attribution solution can help you get valuable insights into real-time optimization. Ask yourself how you want to measure success.
5. Data Privacy
It is, perhaps, the most sensitive concept, which, however, is often paid the least attention. Data is the main asset of each company. Some sellers hold them under seven locks, while others combine the data. So you need to decide how important it is for your data to be separated from the data of other advertisers and applied specifically to your campaigns.
Summing up, it should be said that there is no universal and simple solution. All of these questions have no right or wrong answers. The marketer must find a balance between their capabilities and goals, which will help them choose the appropriate programmatic partner.
