The Key to a Successful Programmic Campaign: Human Relationships Read On »
By Tyler DeWitt September 25, 2018

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There is no doubt about it: machines and algorithms that exist within the programmatic ecosystem are responsible for allowing us to make faster decisions concerning media purchases, smarter optimizations that are driven by data, and real time results. However, it is important for us to remember the importance humans hold within the programmic ecosystem. There are some key benefits to programmatic strategy that may only be provided by humans. As an example, machines do not have the capability of cultivating relationships with publishers in order to access quality content, provide a strategic analysis for bidding purposes, and test and learn about different opportunities. In order to have a successful programmatic strategy it is essential to build relationships with publishers within the programmatic ecosystem.

Working as a Team to Submit RFI

It is of great importance for publishers to understand the entire strategy in order to be able to provide not only the best value but also inventory opportunities. Their understanding of the overall strategy can go a long way toward helping them create stronger plans and campaigns that are more consistent when they are planning direct opportunities that could include custom content in collaboration with specific programmatic PMP deals. They would then be able to apply what they learned into one specific area of an individual campaign. When clients submit joint RFIs they could also receive additional opportunities for combining funding between direct and programmatic. It also opens the door for the publisher to provide customized plans across all channels it has available.

Gaining Access to Premium Inventory in Order to Produce Improvements in Bid Strategies

Whenever buyers become aware of specific sources of inventory or when the performance of publishers is positive, yet they are not able to reach an optimal scale, it is essential for them to have direct contact with publishers in order to gain access to inventory that boasts higher performance. By working as a team, it becomes possible to work with the publishers in order to create customized pricing and effective bid strategies. Direct relationships with publishers during active campaigns allows buyers to gain valuable insight.

The Importance of Open and Continuous Discussions Concerning the Performance of the Campaign

The process of programmatic buying allows media experts such as Empower to achieve campaign success quickly because of its real-time nature. However, if an individual campaign is failing to successfully perform, they will talk to publishers to find out the cause rather than just pushing it aside. Remember, the failure to share your KPIs and goals for each partner means they will have no idea what your target level of performance actually is. You can be assured publishers will make every effort to optimize on their side to ensure optimal performance.
According to the vice president of Meredith Corp., the key to deal optimization entails the creation of deal success for the buyer. He goes on to say smart agencies and clients will make sure they engage with all important publisher partners with the intention of making improvements in campaign efficiency through improvements in the win rate, cost management, selection of inventory, and the performance of both contextual and audience performance. When clients win it is a beneficial for publishers.

The Key to Building an Open and Transparent Relationship

Once publishers get to know the agency and their clients’ businesses, they will think of the media agency and its client first for any beta opportunities. Some of the beta opportunities that may develop include:

• Access to exclusive inventory
• New inventory sizes
• New products for ads
• Discounted pricing

Beta opportunities include exclusive inventory access to new media properties, new inventory sizes, new ad products and discounted pricing.

Even though machines still carry more and more weight, there is never a time when the human element will disappear. As a matter of fact, the more you lean on technology, the more important human insight is. Achieving the best of both worlds requires the right balance between the two elements.

DeWitt’s Media specializes in online digital marketing. Building out proprietary strategies is our core motive. Our success in the expansion of the brands market is based upon our “thinking outside the box” model.  Subscribe To Our Blog

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