How can you manage programmatic advertising operations?

1 Define your goals and KPIs

Before you launch any programmatic campaign, you need to have a clear idea of what you want to achieve and how you will measure it. Depending on your objectives, you may choose different key performance indicators (KPIs) such as impressions, clicks, conversions, cost per action (CPA), return on ad spend (ROAS), or brand awareness. You should also set realistic and specific targets for each KPI, and align them with your overall marketing strategy.

3 Create and launch your campaigns

Once you have your goals, KPIs, platforms, and partners in place, you can start creating and launching your campaigns. You will need to upload your creative assets, such as banners, videos, or native ads, and set up your targeting criteria, such as demographics, interests, behaviors, locations, or devices. You will also need to define your bidding strategy, such as cost per mille (CPM), cost per click (CPC), or cost per view (CPV), and allocate your budget accordingly. You should test your campaigns before going live, and make sure they are compliant with the publisher's policies and guidelines.

4 Monitor and analyze your performance

After your campaigns are live, you need to monitor and analyze their performance regularly, using the reports and dashboards provided by your platforms and partners. You should track the metrics that are relevant to your KPIs, such as impressions, clicks, conversions, CPA, ROAS, or brand lift. You should also look for insights and trends that can help you understand your audience's behavior and preferences, such as engagement, frequency, recency, or attribution.

5 Optimize and adjust your campaigns

Based on your performance analysis, you should optimize and adjust your campaigns to improve your results and efficiency. You can use various optimization techniques, such as A/B testing, dynamic creative optimization (DCO), frequency capping, bid adjustments, or budget reallocation. You should also experiment with different variables, such as creative formats, targeting segments, or bidding strategies, and see what works best for your goals. You should keep track of the changes you make, and measure their impact on your KPIs.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?