Agency Employees: Three Factors to Consider for Choosing A Programmatic Platform

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As a marketer, you know how programmatic advertising can increase profitability for your clients. As an IMC Masters candidate with interest in programmatic marketing, I have found two great articles that can help you pick the programmatic platform that is best for your agency.

Article 1: Makad, Sam. “8 Things To Consider Before Choosing a Best Programmatic Advertising Platform." The Next Scoop.

      In this first article, Sam Makad discusses the factors that he feels are important to consider before choosing a programmatic advertising platform. Makad highlights the benefits of programmatic tools, such as automatizing bidding, buying, and placement of digital ads. The article emphasizes the importance of transparency. Bot traffic is an issue for some programmatic platforms; thus, it is important to ensure that your advertisements are receiving authentic impressions. Makad continues by stating the underrated importance of a strong technical support staff. Much of the technology surrounding programmatic marketing is new, so technical support needs are often times abundant. It is important to ensure that your programmatic platform will have a reachable support staff so that you can best utilize the platform’s capabilities.

  https://frank.ai/how-to-do-programmatic-marketing/

Article 2: Deshpande, Indrajeet. “Top 5 Programmatic Advertising Platforms for 2020 and Beyond.” Martech Advisor.

The second article moves into specific platforms and their capabilities, tying important concepts into practice. In specific, Deshpande discusses his top five picks for programmatic platforms right now: SmartyAds, TubeMogul, Simpli.fi, MediaMath, and PubMatic. In the article, Deshpande breaks down the specific advantages for each platform. He highlights SmartyAds’ versatility, with display, in-app, video, and native capabilities across desktop and mobile devices. He acknowledges TubeMogul as a platform with great TV capabilities that compensates advertisers for fraudulent traffic. Deshpande points out Simpli.fi’s capabilities to import CRM data that’ll enhance audience targeting and MediaMath’s omnichannel end-to-end capabilities. Finally, he declares PubMatic as his favorite platform that offers solutions for both brands and publishers.

Based on my analysis of these two articles and my expertise as an IMC student, I have three recommendations to consider when picking the programmatic platform that best fits your agency and its clients’ needs.

•         Capabilities Drive Success - Determine which programmatic advertising platforms have the most features that are relevant to you and your clients.

•      Ensure It’s Affordable - Figure out which platform is most affordable for your company.

•         Integrate Social Capabilities - Recognize which programmatic advertising platforms have capabilities compatible with the social networks which you advertise on.

By following these action items, you will be able to choose a programmatic marketing platform that best matches the needs of your agency and clients. Following these action items will ensure that you choose a programmatic platform that is easy to use and drives profits.

About The Author:

     

Lukas Stachtiaris

Candidate in Northwestern University's IMC Masters Program

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