Programmatic – what is the most important element to optimize your campaigns? 🤔

Well... it depends on the campaign's KPI.

1️⃣ For "lower funnel" campaigns :

To generate sales/leads (post-click), the most important element is the audience. 🎯👨

Asking people who have never set foot on the advertiser's website to click on an ad and directly perform an engaging action on the site like making a purchase... Good luck with that ^^

You have to focus the delivery on the small pool of people who has already visited the site, interacted with the brand, and retarget them across all environments, with all available formats.

2️⃣ For "upper funnel" campaigns :

To generate traffic or efficient qualified impressions, the dimension that matters most is [format x the placement] 🎯🪧

The format (= media type) is key to performance because you can have performance gaps of 10x-30x depending on the formats (e.g., Native Ads CPC versus IAB banners).

And what exactly is the placement?

The placement corresponds to the advertising slot you are actually buying on the publisher's site. It reflects their tagging plan.
A typical placement is for example: "site.com_SSPseat_device_sitepage_format".

Often, performance is concentrated on a handful of placements that benefit from a special/optimized integration (e.g., placements that have a sticky integration and a good share of screen).

It's the ability of the Trader/DSP to identify them and maximize investments on them that will be key to achieving the KPIs.

The catch?

The main DSPs on the market don't offer the placement level in their reporting interface (with the exception of Xandr). You have to go through an API to access this dimension (e.g., Google's DV360, The Trade Desk, Amazon DSP).

However, there is a trick for Traders: they can recreate a "proxy placement" via the reporting interfaces by merging in Excel: [SSP & Sellers & site & device & media type & format]. And then create specific targeting strategies on this new dimension inside the UI.

##
At GreyFox Ads, we believe the quality OpenWeb brings real efficiency to advertisers.

We help Media Traders outside of France to address the French market with all our deep market knowledge focused in one "Master Curated Deal".

Link to original post : https://www.linkedin.com/feed/update/urn:li:activity:7480123517825597440