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Programmatic marketing: A brand's view

Programmatic marketing: A brand's view Lori Luechtefeld

Not surprisingly, it was standing-room-only at the programmatic marketing master class at the iMedia Agency Summit in Bonita Springs, Florida. Gary Milner, director of global digital marketing strategy at Lenovo Group, and Nicole Estebanell, SVP of media at DigitasLBi (a Lenovo partner), took to the stage to present the brand's industry-leading views on programmatic implementation, along with its benefits and challenges.

Here are the key questions that Milner says every agency needs to be prepared to answer for their clients when it comes to adopting programmatic marketing:

  • What is the buy model? (Will programmatic be handled in-house, via a private trading desk, or via a holding company trading desk?)
  • How is the tech vendor being paid? (Will pre-bought inventory lead to biased decision making? Does the tech vendor make money from anyone other than advertiser?)
  • Is the technology real and can you self-serve? (Does the vendor operate in a black box, or can you gain visibility into the tool?)
  • Do you have broad access to inventory? (Don't limit yourself to RTB alone.)
  • Is there a future vision for the platform? (Where are the tech vendor and the advertiser going to take this thing in the future?)
  • Is there a solid process for support and training? (Options to look for include on-site training, video tutorials, web-based instruction, and dedicated support.)
  • Do you have global reach? (Sure, you can test it. But can you scale it?)

Lori Luechtefeld is principal of strategic content firm Wookit Media and an associate at WIT Strategy. In both roles, she works with a network of media and marketing professionals to devise and fulfill on content strategies that connect...

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