‘Three common pitfalls in programmatic buying’ – Econsultancy
Lori Goldberg says, “In 2016, 73% of advertisers’ total display budgets were spent on programmatic. With those numbers expected to rise, advertisers need to pay particular attention.
While the nature of programmatic itself is to streamline and create efficiencies inside the buying process, marketers need to keep the most important piece of this strategy front and center: the consumer.
Without an eye for the nuance, or a thorough understanding of a few key components of programmatic buying, advertisers run the risk of making pitfalls that create negative experiences while wasting ad dollars.
Here’s a summary of three common pitfalls.
Not understanding the nuance behind the data
One thing that is incumbent on media planners and buyers is to choose the right data for each campaign. We’ve all had moments where we realize we’re being served an ad for something that is completely irrelevant — in fact, just last week I was getting ads for puppy food, even though I don’t own a dog”.
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