{"id":7273,"date":"2020-11-02T06:06:27","date_gmt":"2020-11-02T06:06:27","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=7273"},"modified":"2024-02-06T09:14:38","modified_gmt":"2024-02-06T09:14:38","slug":"mastering-programmatic-advertising","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/mastering-programmatic-advertising\/","title":{"rendered":"7 steps to mastering programmatic advertising"},"content":{"rendered":"\n<p><em>Editors note: This article has been updated in 2022 to reflect current developments in the world of programmatic advertising. <\/em><\/p>\n\n\n\n<p><a href=\"https:\/\/www.insiderintelligence.com\/insights\/programmatic-digital-display-ad-spending\/\">90% of digital ad spend<\/a> in the UK is now programmatic. But, do you really know the in\u2019s and out\u2019s of programmatic success? If you&#8217;ve been curious about how to set up and run programmatic advertising campaigns &#8211; this article is for you.  <\/p>\n\n\n\n<p>In this article, we\u2019ll set out a series of programmatic best practices. We\u2019ll break the process down into seven easy steps that will help you understand and master programmatic advertising, keep up with your competition, and drive the best results.&nbsp;<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/mastering-programmatic-advertising\/#getting-started-with-programmatic-advertising\" >Getting started with programmatic advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/mastering-programmatic-advertising\/#step-1-prepare-set-goals-and-get-%e2%80%98creative\" >Step 1: Prepare, set goals, and get \u2018creative\u2019<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/mastering-programmatic-advertising\/#step-2-select-your-dsp\" >Step 2: Select your DSP<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/mastering-programmatic-advertising\/#step-3-set-your-campaign-parameters\" >Step 3: Set your campaign parameters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/mastering-programmatic-advertising\/#step-4-use-data-to-drive-your-strategy\" >Step 4: Use data to drive your strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/mastering-programmatic-advertising\/#step-5-define-targeting-options\" >Step 5: Define targeting options<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/mastering-programmatic-advertising\/#step-6-prepare-for-launch\" >Step 6: Prepare for launch<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/mastering-programmatic-advertising\/#step-7-optimise-and-fine-tune-your-campaign\" >Step 7: Optimise and fine-tune your campaign<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/mastering-programmatic-advertising\/#master-programmatic-advertising-%e2%80%93-a-summary\" >Master programmatic advertising &#8211; a summary<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/mastering-programmatic-advertising\/#making-the-most-of-programmatic-advertising\" >Making the most of programmatic advertising<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-getting-started-with-programmatic-advertising\"><span class=\"ez-toc-section\" id=\"getting-started-with-programmatic-advertising\"><\/span>Getting started with programmatic advertising<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Just so we\u2019re all on the same page: programmatic advertising refers to the automated buying and selling of digital advertisements. Automating this process saves brands time and money. More importantly, programmatic ad campaigns can use data to target customers \u2014 allowing constant optimisation of KPIs during the customer journey, a growth in efficiency, and improved success.&nbsp;Now, let&#8217;s discuss how to get started with programmatic advertising: <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-step-1-prepare-set-goals-and-get-creative\"><span class=\"ez-toc-section\" id=\"step-1-prepare-set-goals-and-get-%e2%80%98creative\"><\/span>Step 1: Prepare, set goals, and get \u2018creative\u2019<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>If you\u2019re ready to boost your brand\u2019s performance with programmatic ads, you\u2019ll first need to do your research, set goals and think about your creative strategy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-setting-kpis-for-programmatic-advertising\">Setting KPIs for programmatic advertising<\/h3>\n\n\n\n<p>Your performance goals will help you determine your ad campaign settings. For instance, if your goal is to increase traffic to your website, you\u2019ll want to select wider targeting options and deploy a broader creative message.&nbsp;<\/p>\n\n\n\n<p>Here are some common goals that programmatic advertising can help you achieve:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Increase brand awareness<\/li>\n\n\n\n<li>Reach and target new audiences<\/li>\n\n\n\n<li>Retain and retarget existing customers<\/li>\n\n\n\n<li>Boost ROI and advertising metrics<\/li>\n\n\n\n<li>Decrease overall ad spend<\/li>\n\n\n\n<li>Increase ad visibility<\/li>\n\n\n\n<li>Be more efficient in reaching your target audience<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-getting-creative-with-creatives\">Getting creative with creatives<\/h3>\n\n\n\n<p>Programmatic ad platforms enable you to create campaigns using traditional banner displays, video, native, and\/or in-app ads \u2014&nbsp;the so-called \u2018creatives\u2019. Each method allows you to reach customers in a slightly different way, and you\u2019ll want to choose the method or combination of methods best aligned with your specific goals.<\/p>\n\n\n\n<p>Let\u2019s take a look at each of these creative mediums in a little more detail:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Banner ads:<\/strong> These are highly effective for building brand awareness and reaching a broad audience. They\u2019re also effective in retargeting existing customers, benchmarking a respectable <a href=\"https:\/\/blog.spiralytics.com\/retargeting-statistics#:~:text=The%20engagement%20advertisers%20can%20get,to%20convert%20on%20the%20website.\" target=\"_blank\" rel=\"noreferrer noopener\">0.7%<\/a> CTR when deployed this way. But the real value of banner ads is \u2018top of funnel\u2019 \u2014 keeping your brand front of mind and educating potential customers. <\/li>\n\n\n\n<li><strong>Video ads:<\/strong> Video has the benefit of using sound, movement and narrative to grab customers\u2019 attention. Video ads have a CTR of about <a href=\"https:\/\/www.marketingcharts.com\/digital\/video-112536\" target=\"_blank\" rel=\"noreferrer noopener\">0.2%<\/a>. However, again, a large portion of the value delivered by video ads comes from awareness. In addition to watching CTR, keep an eye on VTR (view-through rate), the number of full views your video ad receives. This is the best benchmark for understanding how effective you have actually been at reaching your audience.&nbsp;<\/li>\n\n\n\n<li><strong>Native ads:<\/strong> Native ads are \u2018editorial-style\u2019 advertisements that blend in with the content of the website on which they\u2019re displayed. Their organic feel is often successful in grabbing customers\u2019 attention, and they have a CTR of <a href=\"https:\/\/www.outbrain.com\/blog\/native-ads-vs-display-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">around 0.2%<\/a>. Native ads are particularly useful for driving high-quality, targeted traffic to your site.<\/li>\n\n\n\n<li><strong>In-app ads: <\/strong>In-app ads are run on mobile apps. These have a relatively high CTR of <a href=\"https:\/\/epom.com\/blog\/programmatic\/how-to-create-your-first-programmatic-ad-campaign-in-3-simple-steps\" target=\"_blank\" rel=\"noreferrer noopener\">0.58%<\/a>. In-app ads are an especially effective method to promote your own app via paid mobile user acquisition.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Dynamic Creative optimisation along the funnel<\/strong><\/h3>\n\n\n\n<p>Dynamic Creative Optimisation (<a href=\"https:\/\/www.makethunder.com\/programmatic-creative-vs-dynamic-creative-optimization-dco\/\" target=\"_blank\" rel=\"noreferrer noopener\">DCO<\/a>) is a form of programmatic creative. Using DCO, you can generate unique ads for each customer, an ability that is particularly useful for product retargeting. However, DCO also makes sense to deploy in the mid- and upper-funnel \u2014 it\u2019s worth experimenting.&nbsp;<\/p>\n\n\n\n<p>If you want to know more about use cases along the customer journey, I can recommend our Growing Ecommerce podcast. In episode 23 &#8220;Programmatic advertising behind-the-scenes&#8221; podcast host Mike Ryan talks to smec&#8217;s Programmatic &amp; Analytics Team Lead Markus Harant about the technology behind programmatic and how to measure the performance along the funnel: <\/p>\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"lyte-wrapper\" style=\"width:853px;max-width:100%;margin:5px;\"><div class=\"lyMe hidef\" id=\"WYL_3eVKC6a7Jt8\"><div id=\"lyte_3eVKC6a7Jt8\" data-src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=%2F%2Fi.ytimg.com%2Fvi%2F3eVKC6a7Jt8%2Fmaxresdefault.jpg\" class=\"pL\"><div class=\"tC\"><div class=\"tT\"><\/div><\/div><div class=\"play\"><\/div><div class=\"ctrl\"><div class=\"Lctrl\"><\/div><div class=\"Rctrl\"><\/div><\/div><\/div><noscript><a href=\"https:\/\/youtu.be\/3eVKC6a7Jt8\" rel=\"nofollow\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=https%3A%2F%2Fi.ytimg.com%2Fvi%2F3eVKC6a7Jt8%2F0.jpg\" alt=\"YouTube video thumbnail\" width=\"853\" height=\"460\" \/><br \/>Watch this video on YouTube<\/a><\/noscript><\/div><\/div><div class=\"lL\" style=\"max-width:100%;width:853px;margin:5px;\"><\/div><figcaption>Feed your growth mindset with the Growing Ecommerce podcast<\/figcaption><\/figure>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-step-2-select-your-dsp\"><span class=\"ez-toc-section\" id=\"step-2-select-your-dsp\"><\/span>Step 2: Select your DSP<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Once you\u2019ve set your KPIs and determined the type of creatives you\u2019ll be using, it\u2019s time to pick a demand-side platform (DSP).&nbsp;<\/p>\n\n\n\n<p>A DSP enables you to control your ad spend, as you\u2019ll be responsible for setting your own budgets. When you launch a campaign on a DSP, you specify your bid, and you\u2019ll then begin competing against other advertisers for inventory. The highest bidder will win the impression.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-dsp-examples-and-criteria\">DSP examples and criteria <\/h3>\n\n\n\n<p>There are a lot of DSP tools on the market. While some of these tools are designed around specific markets (Amazon DSP, for example), others are more generic. Some of the top players you should make sure to investigate are:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.mediamath.com\/platform\/\" target=\"_blank\" rel=\"noreferrer noopener\">Media Math<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/advertising.amazon.co.uk\/products\/amazon-dsp\" target=\"_blank\" rel=\"noreferrer noopener\">Amazon DSP<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/support.google.com\/displayvideo\/answer\/9059464?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">(DV360)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/site.adform.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">adform<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.thetradedesk.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">theTradeDesk<\/a>&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>No matter which one you pick, DSP selection is incredibly important, as this will determine your success in programmatic.&nbsp; Partnering with tech experts can help you choose a platform and make the most out of its features. So when investigating, keep the following in mind:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Targeting options<\/strong>, including browser, operating system, location, language and more.<\/li>\n\n\n\n<li><strong>Analytics<\/strong>, as you\u2019ll want easy, transparent, real-time access to data.<\/li>\n\n\n\n<li><strong>A user-friendly interface<\/strong>, as you\u2019ll need to be able to change settings regularly and view your data in an easy-to-analyse way.<\/li>\n\n\n\n<li><strong>Tech support<\/strong>, for when you run into technical issues.<\/li>\n\n\n\n<li><strong>Support for major creative ad formats<\/strong>, including video, banner, and mobile.<\/li>\n\n\n\n<li><strong>Data sets available<\/strong> through the platform will make a big impact on how effectively you will be able to target those ads.&nbsp;<\/li>\n\n\n\n<li><strong>Inventory <\/strong>is the number of advertising spaces a programmatic platform makes available to advertisers.&nbsp;<\/li>\n\n\n\n<li><strong>Deal management <\/strong>allowing you to engage in different types of programmatic auctions across the inventory options \u2014 e.g. private auctions or preferred deals.&nbsp; &nbsp;<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-step-3-set-your-campaign-parameters\"><span class=\"ez-toc-section\" id=\"step-3-set-your-campaign-parameters\"><\/span>Step 3: Set your campaign parameters<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Once you\u2019ve chosen a DSP, you\u2019ll need to specify the parameters of your campaign. Setting the necessary KPIs and aligning them to the right buying methodology is done through two main labelling criteria: insertion orders and line items.&nbsp;<\/p>\n\n\n\n<p><strong>Insertion orders (IO) <\/strong>are documents that contain overarching information about your campaign. That includes broad information about the inventory and ad (e.g. start and end dates, target audiences and the number of impressions), ensuring the proposal is processed.<\/p>\n\n\n\n<p>IOs are documented proof of the ad proposal and should be reviewed thoroughly. They help advertisers manage their budgets and provide critical criteria allowing you to ensure your ad\u2019s success. IOs can have an \u201c<strong>active<\/strong>\u201d or \u201c<strong>paused<\/strong>\u201d status, which controls whether or not the related line items are enabled to bid on inventory.&nbsp;<\/p>\n\n\n\n<p><strong>Line items<\/strong> are the granular details that make up your insertion orders. They allow you to set information like impression goals, ad types (display or video), and targeting. They contain information about how specific ad creatives are intended to be displayed, and are important to use across your campaign. Critically, you can set \u2018line item types and priority\u2019. This allows you to create a hierarchy of how your ads compete against each other, and for which types of placements.&nbsp;&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-step-4-use-data-to-drive-your-strategy\"><span class=\"ez-toc-section\" id=\"step-4-use-data-to-drive-your-strategy\"><\/span>Step 4: Use data to drive your strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>To work well, programmatic ads require quality and valuable data. This data gives you the insights you need to target customers and drive sales.&nbsp;<\/p>\n\n\n\n<p>There are three types of data you can use to inform your campaigns and target customers: first-party, second-party and third-party.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>First-party data<\/strong> is perhaps the most valuable data, and it\u2019s free, as this is information that you gather directly from your customers. It includes data about behaviours and interests; actions on your website and apps; CRM and subscription information; social data; survey results; and customer feedback. First-party data is especially useful for making predictions, gaining insights and personalising the content and ads you use to attract customers.<\/li>\n\n\n\n<li><strong>Second-party data<\/strong> is someone else\u2019s first-party data. It can be purchase second-party data directly from the source via a private marketplace. You can use it in the same way as first-party data, and includes website activity information, mobile app usage, social media data, customer survey results, etc. If you have a small audience, second-party data can add scale to your data and enable you to reach new audiences.<\/li>\n\n\n\n<li><strong>Third-party data<\/strong> comes from large data aggregators that pull data from various sources. This type of data is not exclusive, so your competitors could have access to it as well. You can combine third-party data with your first-party data to enhance insights and gain scale. Third-party data is also an extremely valuable tool in product development and advertising new products.<\/li>\n<\/ul>\n\n\n\n<p>Our client INTERSPORT uses their data to successfully steer upper and mid-funnel as well as remarketing programmatic advertising campaigns. Their case is featured in our Programmatic advertising ebook. Check it out to learn more about INTERSPORT&#8217;s strategy and how automation comes into play there:  <\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/smarter-ecommerce.com\/dl\/preview\/en\/?q=https:\/\/go.smarter-ecommerce.com\/l\/224312\/2022-07-27\/rd3cn\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1080\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/11\/Programmatic-ebook-banner.png\" alt=\"Programmatic ebook banner\" class=\"wp-image-9482\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/11\/Programmatic-ebook-banner.png 1920w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/11\/Programmatic-ebook-banner-300x169.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/11\/Programmatic-ebook-banner-1024x576.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/11\/Programmatic-ebook-banner-1536x864.png 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2020\/11\/Programmatic-ebook-banner-640x360.png 640w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/a><figcaption class=\"wp-element-caption\">Download the ebook to gain further insights into programmatic advertising use cases<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-changes-to-third-party-data-affecting-programmatic-advertising\">Changes to third-party data affecting programmatic advertising<\/h3>\n\n\n\n<p>Online advertising is a constantly evolving ecosystem. Although third-party data has been a long-standing asset for programmatic targeting (one you should incorporate into your strategy), that reality is about to change.&nbsp;<\/p>\n\n\n\n<p>In 2019, Google announced the <a href=\"https:\/\/digiday.com\/marketing\/wtf-googles-privacy-sandbox\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Privacy Sandbox<\/a> \u2014 an update intended to protect users\u2019 privacy and security. Although Sandbox just applies to Chrome (and other browsers running on Chromium, e.g. Opera), <a href=\"https:\/\/neilpatel.com\/blog\/intelligent-tracking-prevention\/\" target=\"_blank\" rel=\"noreferrer noopener\">Safari<\/a> and Firefox are in the process of following suit. The introduction of the Privacy Sandbox comes hand in hand with the planned discontinuation of third-party cookies (so the source of third-party data) in Chrome that <a href=\"https:\/\/www.searchenginejournal.com\/google-gives-third-party-cookies-another-year\/459412\/#close\">will come into effect in 2024<\/a>. <\/p>\n\n\n\n<p>To overcome this issue, brands using programmatic ads will likely need to embrace artificial intelligence. Working with Programmatic advertising specialists can be a smart move here, as the right tech partners will have the expertise necessary to guide you through these issues and create successful programmatic campaigns with first-party data. We are more than <a href=\"https:\/\/smarter-ecommerce.com\/en\/programmatic-ad-automation\/#get-in-touch-now\">happy to support you<\/a> with this endeavor.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-step-5-define-targeting-options\"><span class=\"ez-toc-section\" id=\"step-5-define-targeting-options\"><\/span>Step 5: Define targeting options<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The goal of targeting is to ensure your ads are reaching the right people. Once you\u2019ve set those campaign parameters and determined which data you\u2019ll be using, you\u2019ll need to define your targeting options. Use your data and your goals to choose the type of creative you\u2019ll use to reach each customer persona.<\/p>\n\n\n\n<p>As you define your targeting options, you\u2019ll also need to look at your data and take into account language and location. You should also analyse your data to determine whether you\u2019d benefit from setting geo-specific campaigns. Depending on who you\u2019re trying to reach, you can even change your settings to target different browsers, devices, and operating systems.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-step-6-prepare-for-launch\"><span class=\"ez-toc-section\" id=\"step-6-prepare-for-launch\"><\/span>Step 6: Prepare for launch<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>You\u2019re almost ready to launch! There are just a few final things you\u2019ll need to do before your campaign goes live.&nbsp;<\/p>\n\n\n\n<p>You\u2019ll need to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Choose your traffic sources<\/li>\n\n\n\n<li>Upload your creative to your DSP&nbsp;<\/li>\n\n\n\n<li>Enter the attributes for the creative<\/li>\n\n\n\n<li>Adjust your creative targeting settings<\/li>\n<\/ul>\n\n\n\n<p>Once you\u2019ve taken these steps and double-checked your work, you\u2019re ready to launch.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"step-7-optimise-and-fine-tune-your-campaign\"><\/span>Step 7: Optimise and fine-tune your campaign<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As soon as your campaign is live and running, it\u2019s time to start optimising. Use your DSP to access real-time reports and analyse the data contained within these reports to understand the effectiveness of each source through measuring important metrics, such as the campaign\u2019s CTR, CPC, overall spend, conversion value. Use this information to identify potential problem areas in your ad campaign, and use your data to devise strategies to solve these problems.&nbsp;<\/p>\n\n\n\n<p>It\u2019s also important to experiment and test outcomes using frequency capping. By limiting the number of times that an ad is shown to single users, you can reduce your ad spend and increase your campaign\u2019s unique reach. Change your frequency capping and review the impact on CTR and ROI to look for \u2018sweet spots\u2019 that maximise conversions while limiting costs.&nbsp;&nbsp;&nbsp;<\/p>\n\n\n\n<p>Remember, this is both a science and an art, and you can (and should) keep adjusting and fine-tuning your campaign. Programmatic campaigns are never \u2018done\u2019. You regularly need to update and review your operation.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-master-programmatic-advertising-a-summary\"><span class=\"ez-toc-section\" id=\"master-programmatic-advertising-%e2%80%93-a-summary\"><\/span>Master programmatic advertising &#8211; a summary<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>We\u2019ve covered a lot of ground here, so let\u2019s quickly review the seven steps to mastering programmatic advertising.&nbsp;<\/p>\n\n\n\n<p>You\u2019ll need to:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Prepare and set goals:<\/strong> Set your KPIs and begin thinking about your creative approach.<\/li>\n\n\n\n<li><strong>Select your DSP:<\/strong> Tool selection is an integral part of your success, as it will determine how you access your campaign settings and analytics data.<\/li>\n\n\n\n<li><strong>Set your campaign parameters: <\/strong>Your settings will determine your campaign\u2019s length and budget, among other factors.<\/li>\n\n\n\n<li><strong>Use data to drive your strategy:<\/strong> Data enables you to target specific customers and markets and get more from your ad spend.&nbsp;<\/li>\n\n\n\n<li><strong>Define targeting options:<\/strong> Armed with data, you can make the most precise choices to target the customers you want.<\/li>\n\n\n\n<li><strong>Prepare for launch: <\/strong>Choose your traffic sources, upload your creatives and ensure everything is ready to go live.<\/li>\n\n\n\n<li><strong>Optimise and fine-tune your campaign:<\/strong> Once your campaign is live, you\u2019ll need to continually analyse your data and reports to make adjustments and optimise ad performance.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-making-the-most-of-programmatic-advertising\"><span class=\"ez-toc-section\" id=\"making-the-most-of-programmatic-advertising\"><\/span>Making the most of programmatic advertising<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Mastering programmatic is definitely a journey, but with perseverance and the right approach, it can be an extremely lucrative endeavor. If you\u2019re still struggling to get started or you simply want the added value that comes with outside expertise, do not hesitate to <a href=\"https:\/\/smarter-ecommerce.com\/en\/programmatic-ad-automation\/#get-in-touch-now\">contact us<\/a>. Together we will evaluate how we can best elevate your campaign performance through leading-edge technology and savvy strategy. But don&#8217;t worry: In the end, it is up to you to decide if we are the right fit. <\/p>\n\n\n\n<p><strong>Remember: your customers are already out there \u2014 programmatic ads will help you reach them.<\/strong><\/p>\n\n\n\n<p>If you are curious about inventory- and performance-driven programmatic approach to win more clients, you can read <a href=\"https:\/\/smarter-ecommerce.com\/en\/case-studies\/raumschmiede\/\" target=\"_blank\" rel=\"noreferrer noopener\">our case study with Raumschmiede<\/a> and how we successfully maximized the exposure of top items to highly relevant audiences.<\/p>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"cta-row-box\"><h3 class=\"cta-row-title\">Talk to a programmatic advertising expert at smec<\/h3><a target=\"_blank\" class=\"btn btn-gold-cta\" href=\"https:\/\/smarter-ecommerce.com\/en\/contact\/\" rel=\"noopener\">Get in touch<\/a><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Editors note: This article has been updated in 2022 to reflect current developments in the world of programmatic advertising. 90% of digital ad spend in the UK is now programmatic. But, do you really know the in\u2019s and out\u2019s of programmatic success? If you&#8217;ve been curious about how to set &#8230;<\/p>\n","protected":false},"author":72,"featured_media":7288,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[545,193],"class_list":["post-7273","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","tag-advertisement","tag-machine-learning"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>\u25b7 7 steps how to master programmatic advertising<\/title>\n<meta name=\"description\" content=\"\u25b6 Here&#039;s a breakdown of 7 steps that will help you master programmatic advertising, keep up with your competition &amp; drive the best results.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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