In my previous post, I discussed the ground work to understanding the success of the programmatic piece to a campaign. Now let’s dig in, and talk about the vendors/platforms (trading desks) used in your campaigns, as this is key to the success of the plan implemented for your client.
There are so many partners out there that work within the programmatic landscape and a lot of these partners have self-served platforms. There are also self-served platforms outside of those partners. So many options! Which to choose? There are some partners that historically perform better than others; however, just like the weather changes, so do these partners’ performance. Some partners perform better in certain verticals than others so it is important to understand the strengths and weaknesses of each partner/platform. This is essential for your campaigns.