1. Why should we deploy
campaigns programmatically, when we get all data (e.g. user data, viewability,
etc.) using 3rd party/Sizmek tags?
Answer – Programmatic buying & 3rd
party tracking are 2 separate activities and provide different benefits to a
marketer. DBM and/or other Demand Side Platforms (DSP) are used to buy display
inventory in an automated way.
3rd party tracking tools like Sizmek are
used as a independent verification for display campaigns and help track
users/devices and enhance the targeting for subsequent campaigns. Tagging tools
need to be deployed with buying platforms (DSP) to use the customer data.
Programmatic buying is the best/and most
cost efficient way to buy media across online inventory. These platforms
provide various targeting features are plugged into multiple online exchanges.
Tagging mechanisms like Sizmek will need to be deployed on campaign URLs to
collect user data. So both mechanisms work hand in hand.
2. I can still get audience
insights if I don't use DBM. Why do I go programmatic then?
Audience insights for campaigns are one
part. There is a buying platform needed to make media buys using these insights.
A DSP is a great tool to make programmatic buys and provides benefits of time
and money.
3. I can still access publisher inventory using GDN / AdX. Why premium programmatic with publishers?
GDN and AdX inventory on TIL will be
remnant (low SOV) inventory after the premium inventory has been consumed. With
Premium programmatic buyers can access viewable/ATF ad spaces as set rates.
Providing access to rich audiences and campaign insights.
4. DBM does not give
de-duplicated reach?
Frequency cap for campaigns can be set.
Also DC campaign manager tagging can be deployed to reduce repeat impressions
5. We look at GDN mainly
from a performance angle. How can we use publisher programmatic offerings as a substitute?
Buy PGs to grow top funnel users, open
auction to re-market to them and drive conversion.
6. Is there any conflict
with the Direct sales team if I give you business.
No conflict. Publishers are sorted in India as well. Buying programmatically is the future.
7. Can audiences collected
in roadblocks and/or audience targeted campaigns be used on other platforms?
Yes, the cookie and device id’s collected
from tags on roadblocks/audience buys can be used to re-target campaigns.
8. Can publishers host creatives
and integrate adfraud and viewability measures on publisher side?
Yes creatives can be hosted at our end.
Viewability and Ad-fraud controls are usually deployed on the buy side. We can deploy the same at an additional fee.
9. Why should we work with
DBM as they charge a platform fee, App Nexus does not charge the same?
DBM has the most sophisticated targeting
parameters as well as access to the most number of exchanges.
10. We already have all the
data we need from our tags/sizmek etc on the campaign insights and viewability
and various other parameters, then why should we do programmatic campaign?
DBM & Sizmek are platforms with
different capabilities. DBM is a demand side platform (DSP) from Google,
whereas sizmek is an adserving/tracking platform. Use of collected data from
sizemek (cookies/device ids) will only enhance the targeting possibility of
buying media programmatic via DBM.
DBM has access to more than 80 exchanges,
which makes it superior in terms of reach, third party data and targeting our
premium audience.
11. What extra things do we
get by using DBM ?
You can consolidate all your media buys be it open auction or deals. It will help you to reduce duplicated reach. Hence campaign effectiveness more.
12. If your tech is at par
or the insights you provide are at par of what we already have, do you provide
us cost benefit?
Depends on the volume & commitment of
business.
13. Can we serve native ads
programmatic?
Yes.
14. Even though you say
there is no price difference between a Direct & Programmatic RB, we still
have to pay a DBM fee to execute the campaign programmatically, can we get a
better price from you to do this via PG?
Yes, depends on the volume &
commitment of business.
15. Can we execute fixed
integration's programmatically?
If you are referring to Road blocks, then
yes. Else, please elaborate fixed integration's!
16. Do you allow for custom
Moat reporting? Is Moat analytics allowed for Display Banners as well?
All top verification vendors are integrated within your DSP and you can pull these reports on your own.
17. Can we only deploy ad
units with high viewability(ATF only) for our Media Plan?
Yes, this can be done.
18. What is the advantage of
doing PG deals with the publisher when we can also do PG deals with Google
(including multiple publishers) via DBM. Is there a cost benefit in doing so?
Answer –
Point 1 –Access Premium inventory with
100% SOV and targeting controls from sell side can be configured for these
buys.
Cost benefits depends on the volume and commitment
of business.
