main

ARTICLE

Optimize Your Online Media Strategies and Ensure You Aren’t Under Delivering

May 16, 2013 — by MediaMath    

One of the biggest benefits of real-time media buying is that targeting can improve as time goes on. Today’s technology solutions learn from each impression served, so marketers can continue to optimize their targeting and ad serving to improve performance. Of course, granular audiences are going to be very small in number, and advertisers have to balance their desire for optimization with the need to deliver.

There are times when marketers want optimization “on” and times when it’s best to leave optimization “off.” When the target audience is small (less than 100,000), then it is best to leave optimization off. Instead, it’s in the marketers best interest to focus on a spend strategy, to ensure they’re not under delivering.

Conversely, optimization should be on when marketers want their targeting algorithm to look for the target audience.

Additionally, when utilizing several targeting parameters, such contextual, geo, and audience, it’s best to keep optimization off. Leaving optimization on while using all of these targeting parameters will only result in your strategy under delivering.

Of course, these tactics aren’t true for every campaign. Advertisers looking to drive the best results should always test to find the best results. They may also find it beneficial to work directly with their technology providers to develop yield strategies that prevent under delivery.