Programmatic media buying can be challenging, as marketers often
faces multiple problem while dealing with them. There are several fey
factors that video ad networks should consider while investing
in programmatic platforms. The prime challenges come from the fact
that these platforms are, most of the times, largely complicated and
engineered up to the neck. Thus, technology finds a way to be more
than required in some of its components making its maintenance a
tough subject for its buyers. However, the aspects like comprehensive
data accumulation, accurate targeting of audience and maintaining
quality of inventories as well third party measurements are all in
one place in any programmatic platform. The concern is to use them up
fully and with optimal efficiency.
A
primary issue in programmatic advertising is Data and its usage.
Advertisement is about correct use of optimal data and information.
These are the only connecting dots between brands and consumers that
can leveraged by the marketers to an optimal point for benefits at
both the ends. Advertisements can be created to be more impactful and
strong hitting the right chords throughout any targeted audience
base. This is enabled by optimal usage of data and information that
exists in the market. However, an important fact is, raw information
and data are found from every source, the real challenge is to
arrange them properly, in a way that they are useful and more
impactful. Thus, ad networks should find programmatic partners who
provides massive and relevant data to work with. Moreover, only
programmatic platforms help to use large data sets into optimal
effect.
Information
allows marketers to find the right audience. They are related and can
get useful inside information. For instance, if marketing for a
sportswear, like shoe it is found that a segment of audience is
inclined towards the brand. On further scrutiny, it would be found
that this segment is also inclined towards health devices like the
heart monitor or waist bands. This offers the opportunity to
marketers to work on different brands taking the clue from the same
dataset. However, here a critical aspect is the mismatch between
online information and data from physical sources. Other factors
include aspects like transparency and the quality of inventories.
Sometimes
the term “programmatic” itself appears to be non-coherent as it
changes per the context. In a general sense, it is the use of
technology while buying and selling advertisements. Expedia has found
out that for every dollar spent in advertising, 60% goes to the
vendors in the process and other 40% goes to the media itself. Thus,
it is transparency that would determine the efficiency of a campaign
and programmatic platforms helps to attain the same.
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