How do you align your programmatic guaranteed strategy with your audience segmentation and targeting?

1 Define your goals and KPIs

Before you start your programmatic guaranteed campaign, you need to have a clear idea of what you want to achieve and how you will measure your success. Do you want to increase brand awareness, drive traffic, generate leads, or boost conversions? What are the metrics that matter most to you, such as impressions, reach, frequency, click-through rate, cost per action, or return on ad spend? Having well-defined goals and KPIs will help you set your budget, select your inventory, and track your results.

2 Segment your audience and choose your targeting options

Programmatic guaranteed allows you to use your own data and third-party data to segment your audience and target them with relevant and personalized messages. You can use different criteria, such as demographics, interests, behaviors, locations, devices, or contexts, to create segments that match your buyer personas and customer journey stages. You can also use dynamic creative optimization (DCO) to tailor your ad creatives to each segment and optimize them in real time. Depending on your goals and KPIs, you can choose the targeting options that best suit your campaign, such as audience, contextual, geo, device, or time-based targeting.

3 Negotiate your deal terms and conditions

Once you have defined your goals, KPIs, audience segments, and targeting options, you can negotiate your deal terms and conditions with the publisher. You can use a demand-side platform (DSP) or a programmatic direct platform (PDP) to communicate with the publisher and agree on the price, volume, duration, and delivery of your ad inventory. You can also specify the quality standards, such as viewability, brand safety, and fraud prevention, that you expect from the publisher. You can use a private marketplace (PMP) or a preferred deal to access premium inventory that is not available on the open exchange.

4 Launch and monitor your campaign

After you have finalized your deal, you can launch your campaign and monitor its performance. You can use your DSP or PDP dashboard to track your impressions, clicks, conversions, and other metrics that you have set as your KPIs. You can also use analytics tools, such as Google Analytics or Adobe Analytics, to measure your campaign's impact on your website or app traffic, engagement, and revenue. You can use attribution models, such as last-click, first-click, or multi-touch, to assign credit to your programmatic guaranteed campaign for driving your desired outcomes.

5 Optimize and adjust your campaign

As your campaign runs, you can optimize and adjust it based on the data and insights that you collect. You can use A/B testing, multivariate testing, or machine learning to experiment with different ad creatives, formats, messages, and landing pages, and see what works best for each segment and goal. You can also use frequency capping, budget pacing, or bid optimization to control how often, when, and how much you bid for your reserved inventory. You can use feedback loops, such as surveys, reviews, or social media comments, to understand how your audience responds to your campaign and what you can improve.

6 Evaluate and report your campaign

At the end of your campaign, you need to evaluate and report your campaign's performance and results. You can use data visualization tools, such as charts, graphs, or dashboards, to present your findings and insights in a clear and compelling way. You can compare your actual results with your expected results, and analyze the factors that contributed to your success or failure. You can also calculate your return on investment (ROI) and cost per result (CPR) to measure your campaign's efficiency and effectiveness. You can use your learnings and recommendations to inform your future programmatic guaranteed campaigns and strategies.