Fourth and final entry in a four-part series exploring how programmatic advertising can enable publishers to increase scale through improved efficiency. Find previous entries: Part One: Scaling Through Efficiency in 3 Key Steps, Part Two : Know What You’re Selling and Part Three: Embrace Process to Meet Customer Needs.
To increase efficiency through programmatic initiatives, publishers have to know their products and improve process. But there’s also an external factor: partners – and by partners, we’re talking mostly about external tools and technologies.
The LUMAscape for ad tech doesn’t lie: there are a lot of technology companies, almost too many for even the savviest digital executive to keep up with. They each have their particular strengths, but no single solution does everything well.
Why the Right Technology Is Key to Programmatic Success
Your ad tech stack will have multiple components, so make sure they all talk to each other in a way that satisfies business requirements. Push them to integrate, and avoid building custom bridge solutions unless you are fully prepared to support them.
Like a game of telephone, the message can be greatly distorted as it progresses from one end to the other. And the final output may not be the same product originally purchased by the customer.
Technology should support your core processes, not define the way you must do things.
It can seem impossible to keep pace with the complexity of the digital ad industry. There is so much noise about new tools and technologies that are designed to solve every problem in the space.
Those moments are the exact times to step back, take a deep breath and remember what we’re here to do: define advertising products and sell them to customers. That leads to the three basic questions publishers need to answer if they are going to master complexity by increasing efficiency:
- What, exactly, are we selling?
- What are all the steps and functions necessary to sell our products?
- Which tools and technology do we need to sell our products as effectively and efficiently as possible?
Yes, there are lots of moving parts and specific issues to be resolved under each of those questions, but breaking them down into manageable elements is the first step to sorting through the complexity and achieving core digital advertising objectives.
More in This Series
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