How to choose the right tech for programmatic success
As programmatic spend increases and more opportunities arise within the space, at Journey Further we’re looking to see how we can provide better service and increase performance through pairing with the right demand-side platforms (DSPs).
If it ain’t broke…
Humans are creatures of habit. If something has worked well in the past we tend to stick to that product or service. If a demand-side platform offers a great reporting solution, targets a large majority of user segments and is relatively easy navigate, why would we not make this our only programmatic solution?
In many cases, agencies tend to use only one platform for all clients regardless of which vertical they operate within. We believe that doing so stifles innovation and stands in the way of driving campaign efficiencies.
Survival of the fittest
Innovation has been the lifeblood in all digital industries for the past 10 years, with the earlier adopters often becoming some of the biggest players in their fields. Uber and Amazon have both revolutionised their industries by building upon previous delivery models and providing the market with an alternative — in the process, becoming the new norm.
“Change is the law of life and those who look only to the past or present are certain to miss the future.” — John F. Kennedy
Digital marketing is never an out of the box solution — something which worked well for one client may not necessarily be right for the next. Therefore, an agency’s programmatic tech should be suited to a client’s individual needs, not a one-size-fits-all approach.
Variety is the spice of life
Think of a DSP like a pair of trainers, suitable for most situations and providing moderate style and comfort to the user. But there are occasions, when a pair of kicks aren’t fit for purpose.
Sometimes an agency’s default platform won’t be able to fulfil a client’s need for more advanced data, targeting or even a unique creative offering. With no alternative solution, you’re at a black tie dinner in a pair of Converse.
Finding a perfect partner
It’s clear that a number of different partners are required, but how do we ensure that we don’t have a closet full of unused and unloved programmatic partners? As we review and grow our tech stack, we refer to our brand values to decide which platforms suit our approach.
- What are the associated mark-ups or tech costs?
- Can we see all reporting elements from placement site to audience data?
- Can the platform track all conversion metrics and de-dupe against any other digital activities?
- Can data be pulled in real-time?
- How quickly can a campaign be setup and served?
- Is the technology exciting and innovative?
- Does it provide something new to our clients?
- Can we work closely with the supplier to learn continuously and drive better results?
- Does the technology complement our client’s expectations and objectives?
Using this checklist we have established strong partnerships with some of the most innovative demand-side platforms, ensuring we’re offering our clients various avenues for success.