Teams and Tools— Creating Harmony for Programmatic Success

Welcome readers! This week we’re stealing more details from Impactable - B2B LinkedIn Agency Luis Uresti , Account Coordinator and Programmatic Marketing Manager, from guides to building workflows for programmatic success, to proving how effective collaboration weighs in.

The process is complex, but built upon a simple foundation:

• Initial Contact: Collaborating with the DSP provider and internal account managers to onboard clients seamlessly.
• Team Visibility: Ensuring the team is looped into tools like Basecamp or ClickUp - customized for smooth operations.
• Consistent Updates: Keeping everyone on track with clearly defined tasks and timelines.

Tech plays a major role. Of course, by leveraging the right tools, Luis keeps internal teams and clients aligned. The centerpiece of his toolkit looks something like this:

1. ClickUp- as the nerve center for tracking client onboarding and task management.
2. StackAdapt - a DSP platform where programmatic campaigns are built and optimized.
3. Basecamp - a space for collaboration that keeps tasks visible and accessible to everyone.

“Using these tools ensures cohesiveness, reduces errors, and helps us respond quickly to client needs. Transitioning to ClickUp has allowed us to scale this efficiency even further.” - Luis Uresti

Here’s how it happens:

The Software Powering Programmatic Successes

ClickUp:

An all-in-one project management tool is designed to centralize tasks, timelines, and team communication, providing customizable dashboards that allow teams to monitor progress, assign responsibilities, and set priorities in a unified workspace. It plays a crucial role in onboarding by ensuring every task—such as setting up accounts, designing creative assets, and launching campaigns—is visible and accounted for.?

ClickUp also excels in task management by breaking down complex workflows into manageable steps, assigning responsibilities to team members, and maintaining accountability. Additionally, its scalability allows teams to grow seamlessly, utilizing automated workflows, templates, and integrations. The transparency and organization ClickUp provides help reduce errors and miscommunications, ensuring that every detail of a campaign is executed flawlessly.

StackAdapt:

Let’s get into StackAdapt— a demand-side platform (DSP) built specifically to meet the unique needs of programmatic advertising. It enables marketers to seamlessly manage campaigns across multiple channels, including display, video, and native advertising, making it a cornerstone of modern digital marketing strategies.

Platform Key Features

Campaign Creation and Optimization

• Real-Time Metrics: Access live data to track performance and make informed decisions.
• Data-Driven Recommendations: Improve campaign outcomes using insights tailored to performance trends.
• A/B Testing: Test creative variations to determine what resonates best with the audience.

Advanced Audience Targeting

• Behavioral Targeting: Leverage user behavior to refine and personalize ads.
• Filters and Exclusions: Avoid ad fatigue by controlling frequency and excluding irrelevant segments.
• Geotargeting: Deliver localized campaigns to align with regional preferences and market needs.

Multi-Channel Campaign Management

• Integrated Platforms: Manage campaigns across display, video, native, and connected TV (CTV) channels.
• Cohesive Branding: Maintain consistent messaging across multiple ad types and formats.
• Cross-Device Targeting: Reach users seamlessly across desktop, mobile, and tablet devices.

User-Friendly Interface

• Intuitive Dashboard: Navigate campaign settings, analytics, and optimizations effortlessly.
• Streamlined Workflow: Centralized tools minimize the complexity of managing multiple campaigns.
• Automation Capabilities: Automate bidding, targeting, and scheduling for efficiency.

StackAdapt is a robust solution that empowers marketers to reach the right audience, deliver campaigns with momentum, and achieve measurable success. By simplifying campaign management and leveraging advanced targeting and analytics, StackAdapt helps brands navigate the complexities of programmatic advertising with accuracy and precision, aka, confidence.

Basecamp:

Basecamp is a collaboration platform designed to simplify communication and keep teams aligned. With its straightforward interface, it organizes discussions, to-dos, and files into accessible project spaces, ensuring that all relevant information is easy to find. In programmatic advertising, Basecamp serves as a hub for centralized communication, keeping all conversations, updates, and documents related to a campaign in one place. It also enhances client collaboration by enabling external stakeholders, such as clients, to view progress, provide feedback, and stay informed throughout the campaign lifecycle.?

By maintaining visibility, Basecamp ties in all team members to access the latest updates, reducing delays caused by information silos. This platform fosters collaboration by keeping internal teams and clients in close contact, leading to more efficient and effective project management.

In the strategic customization of these systems, built on tools like ClickUp, StackAdapt, and Basecamp, programmatic teams maintain clarity, streamline processes, and deliver far more advanced results. Platform structure combined with the effective flows needed to bridge gaps between clients and teams ensure campaigns run smoothly throughout the development timelines.?

The right technology doesn’t just save time; it creates a foundation for trust and collaboration, enabling teams to exceed client expectations and build lasting partnerships.?

In building closer relationships, better spaces for collaboration, improving transparency, optimizing workflows, or scaling your programmatic operations, these tools hold potential to create the necessary strong foundation.

What about handling misalignments??

Misalignments can happen anywhere, with anything. When client expectations don’t align with internal capabilities, Luis emphasizes the importance of clear and honest communication.

“We verify what the platform can deliver and are transparent about any limitations. This builds trust and opens the door to finding creative solutions,” he explains.

For example, a recent challenge involved a client seeking ad placement visibility for digital out-of-home campaigns. While the platform had limitations in delivering the requested data, Luis and his team managed expectations by clearly explaining these constraints and providing alternative ways to demonstrate campaign success. This transparent approach not only strengthened the client’s trust but also enabled the team to deliver ideal results both sustainably and with speed.??

In another instance, Luis’s team partnered with account coordinators and programmatic specialists to develop a refined targeting strategy for a client struggling with audience segmentation. By leveraging exclusions and filters, they tailored the campaign to meet the client’s goals. A significant surge in website traffic and skyrocketing conversions resulted.

The key takeaway is simple: harmony within systems and teams is often an overlooked element in programmatic advertising. Yet, integration—whether platform to platform, team to client, or team to team—is the driving force behind successful outcomes. By harmonizing your systems and fostering teamwork at every level, you unlock the potential for programmatic excellence.

Collaboration fuels success…so fuel the fire!?

Luis always highlights how fostering closer relationships amid teams and tools can lead to better client outcomes, reduced errors, and campaigns that consistently deliver. By integrating transparency, leveraging technology, and maintaining an active presence from onboarding to execution, his approach sets a new standard for success in programmatic advertising.

Interested to learn more? Subscribe to Impactable’s weekly newsletter to stay informed with insights on industry trends and strategies, comment to share, and reach out to find more about how we can help you optimize your ad strategy.

Looking to optimize? Explore Luis Uresti 's previous feature for a more intimate, broad-reaching interview on integration and collaboration for seamless project management.