A Detailed Guide to Selecting a Programmatic Digital Execution Partner
Choosing the right programmatic digital execution partner is a critical decision that can significantly impact your agency’s growth and online presence. Programmatic advertising requires expertise, technology, and data-driven strategies. Below is a comprehensive guide to help you select the best provider for your needs. Many agencies believe managing these services in-house is effective but as the channels and access become more complex, having a partner who specializes in programmatic placements is becoming a necessity. Here’s how you can start the process for your agency.
1: Define Your Goals and Objectives
Before you begin your search, clearly outline your goals. What doe you want programmatic to do for your clients? It may be different from client to client. Are you looking to increase brand awareness, drive website traffic, generate leads, or improve your return on ad spend (ROAS)? Understanding your objectives will help you identify a partner with relevant expertise.
2: Research the Partner’s Expertise
Not all programmatic digital partners are created equal. Evaluate the expertise in the following areas:
- Programmatic platforms: Check whether they are proficient with major demand-side platforms (DSPs). If they don’t share how they buy, it’s a red flag.
- Industry experience: Assess whether they have experience in your industry and understand your target audience.
- People: Determine at what level human management matters to your campaigns and clients. Not all programmatic settings are machine focused.
- Ad formats: Ensure they can handle a variety of ad types, including display, video, native, and connected TV (CTV) ads.
3: Examine Their Technology Stack
Programmatic advertising relies on advanced technology. Evaluate the partner’s tools and platforms:
- Data management platforms (DMPs): Where do they get their data for audience development and other targeting parameters? Is the data curated? Is it 1st party,3rd party or aggregated?
- Supply side platforms (SSPs) : Does the partner have connections to the supply side of the programmatic process? That’s where agencies can gain an advantage if their partner is connected to strong SSP’s.
- Analytics tools: The partner should offer transparent reporting and insights into campaign performance.
- A solid combination of AI, automation and manual oversight: Find a partner that doesn’t just push the buttons and let algorithms do the work. They’re not always right.
4: Evaluate Transparency and Communication
Transparency is crucial in programmatic advertising, where complex algorithms and processes are involved. Evaluate how open the partner is about their operations:
- Fee structure: Ensure they provide a clear breakdown of fees, including media spend, management fees, and tech costs.
- Reporting: Ask about the frequency and format of performance reports.
- Communication: Determine how responsive and proactive they are in addressing your concerns.
5: Understand Their Approach to Data Privacy
With increasing concerns about data privacy, ensure the provider complies with regulations like GDPR and CCPA:
- Data sourcing: Ask where they source their audience data and how they ensure its accuracy.
- Privacy measures: Confirm they use secure methods to handle and process data.
6: Gauge Their Creativity and Strategic Thinking
Programmatic advertising isn’t just about automation; creativity and strategy are equally important:
- Controlled placements: Check if they actively utilize premium publisher groups to manage delivery and ensure quality.
- Audience strategy: Assess their ability to identify and target the right audience segments.
- Optimization tactics: Inquire about their methods for optimizing campaigns in real-time.
7: Discuss Scalability
Choose an execution partner that can grow with your business:
- Budget flexibility: Ensure they can handle both small and large budgets effectively.
8: Consider Cultural Fit
A good cultural fit ensures smoother collaboration:
- Values and mission: Align on core values and business ethics.
- Work style: Determine if their approach complements your team’s way of working.
9: Request a Proposal
Once you’ve shortlisted agencies, ask them to present a detailed proposal:
- Custom strategy: Ensure the plan is tailored to your business needs.
- Performance projections: Look for realistic estimates based on data and benchmarks.
- Timeline: Confirm they can deliver results within your desired timeframe.
10: Run a Trial Campaign
Before committing to a long-term contract, consider running a pilot campaign:
- Performance evaluation: Use this to assess their capabilities and results.
- Collaboration: Evaluate how well they work with your team during the campaign.
Conclusion
Selecting the right programmatic digital execution partner requires a thorough evaluation of their expertise, technology, transparency, and cultural fit. By following this guide, you can find a partner who aligns with your goals and helps you achieve measurable success in your programmatic advertising efforts.