Successful campaigns begin with successful tracking. Successful tracking begins with tagging. Let’s develop a comprehensive tagging strategy for your site. First, decide if you are going to use ad serving. To give a quick background on adserving, it was initially created to serve as an independent 3rd party source that would measure campaign metrics....

In January of 1986 the space shuttle Challenger exploded after 73 seconds into its historic launch where teacher Christa McAuliffe would have been the first teacher in space. An investigation would reveal that a tiny O-ring was responsible for the disaster. A tiny detail that could have saved several lives. Luckily and as I always tell my team we don’t...

A centerpiece of programmatic is RTB or real-time bidding. RTB advertising is often confused with programmatic and vice versa. The truth is that RTB is one part of programmatic, albeit a really important one. Here is how to think about it; All RTB is programmatic but not all programmatic is RTB. RTB is used as a mechanism for buying impressions, remember...

One of the things you will come across at some point in your programmatic buying career is 3rd party data. 3rd party data is data that you buy, include in your campaign, and test in order to reach your campaign goals. 3rd party data is any data you use that isn’t your own. Many people over the years have asked how 3rd party data is collected. Here...

Programmatic advertising evolved because of the need to reach specific audiences intelligently and at an effective cost. Before we dive into the origins of programmatic first let me share a basic best practice of marketing – targeting. Correct targeting is one of the most important things you can do in any marketing or advertising campaign. A campaign...

Programmatic buying has taken the spotlight for years now in marketing circles, especially digital marketing. But many are still confused by what “buying programmatically” means. The word in itself means to do things in a systematic way. However, in the context of digital marketing it simply means to use technology that intelligently seeks and buys...