Three programmatic principles every buyer should master
The role of the media buyer is fast evolving. Once simply a tactical position, today’s buyers are more like strategic partners — and their data-driven influence is felt at every stage of a campaign.
We want to give you the tools you need to be a bigger part of the strategy discussion. That’s why we created Superpower Your Programmatic Strategy: The Definitive Guide to More Strategic Media Buying. Read on for three key takeaways from the handbook, plus learn how one media buyer — Annie Lo from Xaxis Hong Kong — puts them into practice every day.
Principle 1: The highest performing campaigns start with data
Without the right data, your media plan essentially boils down to guesswork. And no data is more powerful than your first-party data. Our Universal Pixel helps brands and their agencies start collecting quality first-party data quickly. With the placement of a single tag on your website, you can begin identifying high-value prospects who’ve already actively engaged with your brand.
“A complete tagging of a client’s website is one of the most important things we do,” says Annie. “It helps us understand the characteristics and digital behavior of every site user, and learn more about the user journey and conversion funnel. From there, we can do a lot of additional targeting, like lookalike audiences and retargeting.”
Go beyond first-party data
Download our guide to learn how third-party data and our Custom Audiences feature can help you go even more granular with your targeting strategies.
Principle 2: Set smarter goals by prioritizing the right metrics
“Sometimes people can get lost in a routine and all they see are very basic metrics, like CPC or CPM,” says Annie. “But that doesn’t always answer the client’s bigger goals.” So where should you be focusing your attention instead?
While we find that cost-based metrics often drive better campaign performance than their rate-based brethren, it’s important to measure actual business results and conversions too. Annie cites dynamic parameters as a prime example. “We have a hotel client that uses parameter tags on its ‘Thank You’ page so it can credit revenues from each booking back to The Trade Desk. That lets us optimize toward ROAS and build new segments based on that data — which means more revenue for our clients.”
Measure everywhere — from online to in line
Learn more about our third-party conversion partners and how they can help you prove the value of your campaigns. Get the guide.
Principle 3: Supercharge your strategy with artificial intelligence
As new channels like Connected TV and streaming audio continue to be added to the programmatic mix — and the amount of data available to advertisers continues to grow exponentially — it’s becoming harder for media buyers to plan and activate high-performing campaigns on their own. That’s why Annie relies on artificial intelligence, like Koa from The Trade Desk, to do the heavy lifting instead.
“We use Koa a lot,” she says. “It helps us discover the most effective way to spend budget across different channels, audiences, and inventory sources — and guides us toward audience strategies we may not have thought of. Then we can click one button to export that data and show it to our clients.”
Don’t work harder. Plan smarter.
Read the guide to learn how The Trade Desk’s Planner tool uses machine learning to create pre-optimized campaigns that you can set live with the push of a button.