Five dos and don’ts from Karen Murphy, director of media and campaigns at FVM Strategic Communications
1. Do be aware of the company you keep
Many networks don’t allow you to see which sites your ads are running on. Source ad-buys on private exchanges: pre-scrubbed, premium inventory provided by progressive publishers that provide the levels of transparency that B2B campaigns require.
2. Don’t tinker too much
The ability to turn off campaigns and switch out creative in real-time is an advantage of programmatic and can be tempting. But these machines are smart and will adjust to become more effective so sometimes it’s best to let them do their thing.
3. Do be prepared to dedicate time and funding to testing
4. Don’t be deterred by initial low CTRs
It’s becoming less about click-throughs and more about reach.
5. Do be wary of remnant inventory
Grill the vendor on exactly what you’re getting.
