How can you align ad tech testing and optimization with your brand's values?

1 Define your brand values

Before you start testing and optimizing your ad tech, you need to have a clear and consistent definition of your brand values and how they relate to your influencer marketing goals. Your brand values are the guiding principles that inform your decisions, actions, and communications, and they should reflect your brand's purpose, vision, and identity. You can use tools like a brand value proposition or a brand value matrix to articulate your brand values and how they differentiate you from your competitors.

2 Choose ad tech partners that share your values

Once you have defined your brand values, you need to select ad tech partners that share them and can support your influencer marketing objectives. This means doing your research and due diligence on the ad tech providers you work with, and ensuring that they have transparent and ethical policies and practices regarding data privacy, consent, compliance, fraud prevention, and social responsibility. You also need to establish clear and mutual expectations and agreements with your ad tech partners, and monitor their performance and behavior regularly.

3 Test and optimize with respect and relevance

When you test and optimize your ad tech, you need to do so with respect and relevance for your audience and your influencers. Respect means that you respect the preferences, interests, and rights of your audience, and that you do not use intrusive, deceptive, or manipulative ad tech tactics that could damage your brand reputation and trust. Relevance means that you tailor your ad tech to the context, content, and channel of your influencer marketing campaigns, and that you do not use irrelevant, generic, or spammy ad tech that could alienate your audience and influencers.

4 Measure and communicate your impact

Finally, you need to measure and communicate your impact of your ad tech testing and optimization on your brand values and your influencer marketing outcomes. You need to use relevant and meaningful metrics and indicators that reflect your brand values and goals, and that can help you evaluate and improve your ad tech performance and effectiveness. You also need to communicate your impact to your internal and external stakeholders, including your audience, influencers, partners, and employees, and showcase how your ad tech aligns with your brand values and mission.

5 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?