April 5, 2024

8 Things to Look for in Programmatic Advertising Platforms

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danielraison

Insights

Programmatic Advertising

April 5, 2024

8 Things to Look for in Programmatic Advertising Platforms

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8 Things to Look for in Programmatic Advertising Platforms

In the United States, approximately 20% of small businesses fail within a year of starting. This can occur for a variety of reasons, such as there being little market need for the company’s services. However, insufficient marketing is one of the major factors at play when companies go out of business.

Programmatic advertising is one of the key components of a successful advertising strategy, but not everyone understands what to look for when moving forward. We’ve compiled a list of the key considerations to make when searching for the right programmatic advertising platforms. Let’s explore what you need to know.

1. Cost

You often get what you pay for, so it’s never recommended to choose the cheapest option. These are likely to fall short of your goals.

However, this doesn’t mean you need to choose the most expensive platform. A point of diminishing returns regarding what you budget.

Somewhere in the middle of the price range can help you reach your goals without overspending. Ask the platform’s team for an itemized breakdown of your expenses. This will help ensure you know where your money is going. It will also help prevent financial surprises that could disrupt your budget.

2. Transparency

The platform you choose should be fully transparent about how it operates. Many people make the mistake of overlooking this detail.

If you don’t have information about how the platform functions, you won’t be able to justify the price. This could lead to getting lackluster results despite having a high budget.

If the company dodges questions about this topic, this is a red flag you shouldn’t ignore. Reputable businesses will have key information available on their websites.

3. Technology

What type of technology does the platform integrate? The more tools you have access to, the better your results will be.

Keep in mind that some of these come with steep learning curves. You need to train your team appropriately to make the most of them.

In general, platforms that offer a large variety of tools are superior to those that offer fewer. Having an abundance of tools to choose from ensures you can adapt to problems that come your way. Some platforms offer resources to help you better understand the tools they provide.

This is often in the form of software documentation that tells you everything you need to know. However, some platforms also provide tutorials and helpful articles that allow you to hit the ground running. The more they do to help you, the better.

4. Targeting Options

This is one of the most important attributes to consider, as it will directly impact whether you reach the right audience. You can’t expect to reach your target metrics if you can’t segment your audience.

Let’s assume you own an independent clothing brand. You generally target men between the ages of 18 and 35. They’re interested in fashion, love to exercise, and generally make over $80,000 per year.

If the platform you choose only allows you to target them by gender and age, there’s a good chance you won’t get the results you expected. To clarify, imagine how many men in this age range don’t fall within your target demographic.

Even if you reached thousands of people, there’d be no guarantee that anyone would make a purchase. Look for platforms that allow you to fine-tune your audience segmentation so you can get the most out of the money you spend.

5. User Data

The more user data you have access to, the easier it will be to improve the decisions you make in the future. This provides valuable insight into details you may have been unaware of.

For instance, you might discover an unexpected demographic that is interested in your brand. This can allow you to reconfigure your advertising strategy as a whole.

Go with a platform that offers plenty of tracking metrics you can use to gauge your performance. It’s often worth working with a professional when browsing your analytics.

They have the knowledge to help you better understand the actions you need to take. This could mean the difference between whether you get the intended results.

6. Technical Support

Make sure to choose a team that offers ongoing technical support. Problems will inevitably arise, and it’s imperative to have access to the right help.

Choosing a platform without a robust customer support policy can lead to extended downtime. This can affect your bottom line and even damage your reputation. It’s customary for programmatic advertising platforms to offer 24/7 support.

This is often in the form of chatbots, outsourced employees, or both. Don’t settle for a platform that won’t be there when you need them.

7. Intuitive Interface

You won’t get much out of the platform you choose if it doesn’t have an interface that’s easy to navigate. One of the most important aspects to consider is how easy it is to find the required information.

Are you able to locate it in places you expect? If there’s no logic behind the platform’s organization, you’ll waste an abundance of time during each session.

8. The Platform’s Reputation

When looking for a programmatic advertising company, it’s essential to consider its past reputation. This provides valuable insight into the experiences you’ll get.

Look for reviews that mention ease of use and customer support. You should keep an eye out for fake reviews, however.

These are often posted in batches and contain many of the same keywords. They could be positive or negative, and it’s best to ignore them when assessing the company.

Choose the Right Programmatic Advertising Platforms

Without the right programmatic advertising platforms, you risk falling short of your company’s advertising goals. This information in this guide will help ensure you make the best decision for your needs and get the results you desire.

Magnitude of Change prides itself on holding innovation, accountability, and creativity as its core values. We aim to use marketing as a force multiplier to support organizations looking to impact the world. You’ll learn more about how we can help grow your business when you partner with us today.

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