Programmatic advertising is primed to have another monumental year in the digital marketing space, with a projected 24% growth to $27.47 billion in 2017. n this installment of our monthly webinar series, Katana’s Executive Chairman, Andreas Roell, and Media Director, Laura Wusthoff, will be sharing exclusive trends and tips in our webinar, Deconstructing the Programmatic Ecosystem. Read on to learn how your marketing strategy can embrace the efficiencies of programmatic advertising to meet your company’s revenue goals.
11. 11
Demand-side plaorm (DSP):
Enables adver=sers to purchase
display ad inventory through real-
=me bidding exchanges.
Open exchanges offer inventory publicly
in a real-=me bidding fashion (RTB), and
any buyer or seller can par=cipate.
12. Having control of your DSP ensures transparency, providing insight into
how budget is being spent and how campaigns are being opAmized.
13. CriJcal Elements of Running
a ProgrammaJc Campaign
Resourcing and staffing
Internal media team knowledge/staffing
Plaorms (which DSPs are used)
Adequate resourcing within the actual DSP
Client has a large enough budget to
resource against
16. Different Levers of OpJmizaJon
There are more levers in programma=c display than other channels because
there are more inventory sources, but we recommend your team is always
looking at 10 different opAmizaAon levers. Some important levers are:
01.
02.
03.
04.
Audience TargeAng (First, Second and Third Party Data)
DayparAng and Day of the Week
GeotargeAng and Geofencing
Frequency Capping
05. Inventory Type
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