CertificationAnswers

 

Imagine you’re prepping your team about an upcoming programmatic campaign and someone asks you how you’ll actually plan and buy ad space. What do you say?

 

• This happens with demand-side platform technology

 

• You’ll use ad publishers to help you with this

 

• You’ll have to research all the different trading desks and pick one to help you

 

• Use anything but an ad exchange to help with running campaign

 

 

 

If you were asked to explain programmable marketing to your peers, what should you say?

 

• It’s about buying ad space when and wherever you want. It increases the complexities around decision-making and measurement, but the return on investment is worth the effort.

 

• It’s the strategy behind the activation of technology that automates, scales, and personalizes marketing messages across the entire customer journey.

 

• It’s really effective when trying to target a customer on one specific part of the customer journey. The key is choosing the right technology at the right time.It’s really effective when trying to target a customer on one specific part of the customer journey. The key is choosing the right technology at the right time.

 

• It’s the tools, such as demand-side and supply-side platforms, available to help scale, personalize, and automate marketing messages across the entire customer journey.

 

 

 

Imagine you’re trying to convince your board that investing in programmatic technology would be a step forward for your company. What do you think would convince them?

 

• Explain that with so many customers now using several devices, the journey is complex. Programmatic finds insights from your data for you, so you’ll be able to save on resources.

 

• Focus on getting direct buying and real-time bidding right. It will seem expensive at first, but you’ll be able to save money by delivering one message throughout the entire journey.

 

• Insist that all of your competitors are using it, so you have to stay relevant. You’ll be able to keep your last-click attribution method because regardless of technology, it’s still the final conversion that truly counts.

 

• Tell them that after the initial investment and training, the efficiencies and return on investment would be worth the effort. There’s no better way to personalize and scale.