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Large marketers are winning in programmatic (Here’s what you can do to stop them)

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Robbie Kromer
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This is my first Marketing Land column, but I ve written more than 500 columns over nearly 20 years, as well as four books, plus a lot of speaking at conferences, so you may already know me and my areas of interest which are quite diverse .

Large marketers have significant advantages in the world of programmatic display, video and native.

These technologies include features and functionality that are difficult to replicate using the AdWords Google Display Network the display channel choice of many smaller and midsized marketers .

To level the playing field as an agency, consider partnering with a shop that already has access to the technology you need, particularly if the minimum fees for using that technology are high.

The more intelligence the programmatic bidder at the DSP demand-side platform has to make decisions on bids, the more accurate it will be in setting bids: not too high and not too low.

Larger marketers have better ad creative and can make frequent updates to it

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Robbie Kromer
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