The largest digital media agencies in the world are already using programmatic technology and many of the largest brands are currently implementing programmatic strategies into their digital marketing mix. Marketers who aren’t considering programmatic technology run the risk of not being able to compete in the market. As your team(s) work to educate themselves about the DSP space, RFI vendors, and move one-step closer to selecting a strategic partner, they need to ensure that the technology company they partner with provides them the following:
The economics of your advertising spend. Marketers using a marketing operating system have complete insight into the breakout of every dollar spent within the system. The costs of TerminalOne are directly tied to gross media spent through the platform, also known as the working media dollars. Don’t settle for an arbitrage model where the provider takes a cut; demand transparency. Remember this: “glass box, not black box.”
A long-term solution. Technology evolves rapidly. As such, your technology partner needs to provide an extensible solution that allows for customizability, modularity, and flexibility that allows marketers to build solutions tailored to their unique business needs. Additionally, the more time spent on the platform provides marketers with the deep analytical data that can be applied to future campaigns, resulting in improved marketing performance.
Data control and activation. Both yours and ours. A marketing operating system should be able to house 1st-party, 2nd-party, and 3rd-party data, and activate (as well as layer) that data over media buys to produce targeted and effective digital marketing campaigns.
A new marketing outlook. Once fully integrated, programmatic will change the way you execute your digital marketing from a workflow, performance and financial perspective. Be empowered to reimagine marketing performance by using identifiable marketing goals, not guesses; lead with a goal-based marketing approach. A marketing operating system can produce the business results that matter most to you. That’s why it’s important for all departments — marketing, operations and procurement —to be aligned when it comes to buying a marketing operating system.
Support. Implementation of a programmatic technology is not a process that you have to, or should, make on your own. We’re as committed to you as you are to us. As you ramp-up, we’ll work closely with you to help you understand how it works, how to set and reach reasonable goals and how to set up a schedule to progressively transfer more campaigns through TerminalOne.
This blog post is the ninth in a series for marketers that are curious about programmatic technology and would like to educate themselves on the value it can provide.
New to programmatic? Take our quiz to find out where you stand when it comes to your programmatic prowess.