From the course: OMCA™ Certification for Digital Marketers Test Prep

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Buying programmatic ads and measuring results

Buying programmatic ads and measuring results

From the course: OMCA™ Certification for Digital Marketers Test Prep

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Buying programmatic ads and measuring results

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- [Instructor] Programmatic advertising may seem like a scary proposition, especially with big name brands drastically cutting or eliminating their spend on programmatic. However, you can benefit from the lessons they've learned and create a successful programmatic campaign by following a few basic practices. First, successful advertisers have found that targeting broadly based on needs or basic profiles or even a general network ad can yield incredible results, whereas hyper targeting reduces your visibility and rarely yields great results. A successful campaign focuses on needs rather than demographics, while also building a wider brand presence. Other tactics successful advertisers in this channel have found are to avoid cheap impressions. Paying more for less impressions has yielded better results, as it reaches more humans and less bots. Cheap impressions are typically bot driven, as they are wasted on low…

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