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5 steps to choosing a programmatic partner Matt Ware, Commercial Director, APAC
iMedia Brand Summit, 21 April 2015
How do you choose the right programmatic partner?
The 5-step Framework
Establish right reasons to move to programmatic
Pre-vet the candidates
Running the test
Evaluate the winner
Choose the right brand
1
2
3
4
5
Establish the right reason to move to programmatic 1
Increasing marketing efficiency
Resource productivity
Data as a differentiator
Marketing effectiveness
Cost center revenue driver
Choose the right brand 2
ROI vs CPC?
Avoid shallow goals (CPM, CPC)
Test true algorithm capabilities
Has multiple data signals CRM
Intent
Pick a large brand with large budgets and deep goals
Pre-vet the candidates 3
Technology integrations
Breadth of supply Partner ecosystem 3rd party data
Technical Infrastructure
Global QPS Data centers
Omni-channel capabilities
Display Video Social Mobile
Metrics
Reach & Frequency Acquisition Engagement
Service & Support
Local support Certification
Enterprise customizability Online sales
Running the test 4
Level-playing field
Market Budget Goal Duration
3rd party audit
Use a neutral party to test performance
Adequate budget
A large budget is like a magnifying glass
Performance easier to observe
Keep it simple
Have clear goals
Evaluate the winner 5
Performance
Scale
Insight
Transparency
Workflow
Service
Flexibility
Future-proof
SUMMARY: The 5-step Framework
Establish right reasons to move to programmatic
Pre-vet the candidates
Running the test
Evaluate the winner
Choose the right brand
1
2
3
4
5
