Programmatic wasn’t meant to be easy
While one of the promises of programmatic advertising is to drive efficiency, the truth is, it isn’t easy. Dylan McBride reveals his tips to making it work for you.
Programmatic advertising has now reached critical mass. For most agencies and advertisers, it is no longer a question of if’ they participate, but ‘how’ to get the best results. Today, there are dozens of conferences, consultants, white-papers and hundreds of companies claiming to fulfil the promises of programmatic buying.
But it hasn’t exactly been smooth sailing. We’ve now read about ad fraud, high ‘ad-tech taxes’ and witnessed many of the promising ad-tech companies scaling back or closing shop. The endless scrutiny will continue, but programmatic is here to stay.
For media buyers, the pressure to add value through data and more effective media buying has never been higher. But buyer beware. There are dozens of ad technology companies right here in Australia with slick PowerPoint presentations and large expense accounts that promise to help do just that!
You simply enter your budget into a platform or – even better – send over an insertion order. Your campaign is now magically transformed into fancy graphs and insights supported with all of the latest industry buzzwords.
