“The greatest potential of programmatic buying is in its ability to change course and quickly deploy new tactics.”
Even then, the agency side has to be wiser about how they look at technology. Agencies need a repeatable evaluation process if they are to work easily with multiple platforms. This process comes down to three things: Clearly define goals, with and for clients. Is the campaign all about conversions? Clicks? Verified audiences? How much should those events cost clients? Are they willing to pay for it? Be realistic, but also challenge the status quo. Media plans should change as consumer behavior changes. Examine how data is processed by various technologies. The values assigned to data will vary within tech platforms. For clients working under strict KPIs and last-click attribution systems, quantity will win out over quality. For brands that consider consumer quality and frequency paramount, an algorithm or technology that values consumer behavior and engagement is more valuable. Leverage the flexibility of programmatic to pivot and deploy new tactics. The greatest potential of programmatic buying is in its ability to change course and quickly deploy new tactics. Listen to the data and follow it. Do not try to back the results into the goals. All these pillars refer to practices that are not easy to learn overnight, and require an experienced media buyer who knows what to look for. Agencies as a whole aren’t broken, but if they fail to devote resources to media talent, they’ll continue to cede ground to bigger tech companies. Legitimate investment in talent and ad tech education on the front lines of media planning should be a priority, for both agencies and their advertiser clients.
72 | The Big Book of Digital Marketing