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5 tips to up your programmatic productivity with Solimar

Ready to reduce the guesswork in your planning process? We’re here to help — with data-backed recommendations before the campaign even starts, relevance scoring, templates, advanced AI, and more.

The accelerated changes over the last couple years have propelled marketers to speed up their digital transformations and find new ways to streamline productivity. The easiest way to do that is by prioritizing programmatic — where you can apply advanced decisioning across every channel, including Connected TV.

Such was the intention behind every new feature of Solimar, the latest evolution of our demand-side platform (DSP). Among other upgrades, it includes a brand-new UI that can help you be more effective and efficient than ever before.

“Solimar brings automation to the planning process by giving budget allocation and audience targeting recommendations by medium, based on the broad target audience and media goal or business outcome. This has taken the guesswork out of the programmatic planning process and allowed our programmatic strategists to provide clients with data-backed recommendations even when we have no historical data points for particular clients or initiatives. Solimar and The Trade Desk continue to help agencies and brands revolutionize the planning and buying process, allowing for movement away from the art and more toward the science of advertising.”

Alexander Potts
Vice President, Programmatic and Media Lead
Tombras Group

As we enter the busiest time of year, we know you need all the tips you can get to save time and drive productivity:

Tip 1

Define your goals

The power of programmatic is in the ability to bring data-driven decisioning closer to every ad impression and every dollar. Decisioning is the engine that gets you to your destination — your goal — and data is the fuel that powers that engine. The more precise your goals are, the more effective our decisioning engine can be at achieving them.

That’s why multilevel goal setting in our campaign wizard — where you can input a high-level business objective and tie it back to multiple KPIs — is so important. It enables Koa™, our advanced AI, to optimize your campaign and surface meaningful recommendations that can save you time and help drive performance.

Tip 2

Leverage templates and drafts in campaign creation

You can simplify campaign setup and save time by using templates in the campaign section. Campaign templates can be easily created from scratch or from a campaign that is already performing well.

Campaign drafts are another great resource if you want to explore a new strategy with clients or colleagues, or get feedback on a campaign setup or strategy. For example, your advertisers may not be using omnichannel strategies today, but you might want to show them what’s possible for a future campaign.

Tip 3

Use relevance scoring in audience creation

One of the biggest and often most time-consuming aspects of building impactful audiences is finding the right data segments. With so many segments out there, how can you easily and quickly choose the most relevant ones?

Rather than hunting for the right data segments, our audience builder can offer advanced relevance scoring, allowing you to easily see how relevant a given data segment is to a first-party seed audience. When building an audience, simply add a first-party data segment to Data Preferences, and the platform will surface a relevance score next to each segment. This is a great tool to quickly identify the right data to build more impactful audiences that then help reach your goals.

Another great way to streamline audience creation is to use Audience Predictor. Our advanced lookalike model can automatically create and target the most relevant audience based on your set goals. Learn more about Audience Predictor.

Tip 4

Look holistically across your campaigns

We know that programmatic marketers like you are simultaneously managing dozens of campaigns on our platform, so having a holistic snapshot of all your campaigns is key to understanding trends and identifying campaigns that need attention. Luckily, we worked with programmatic marketers across the globe to create a homepage that aims to do just that. We’ve got a few suggestions to help focus your attention on the campaign elements that matter most.

On the homepage, you can get a quick snapshot of how live campaigns are pacing. If you see that you’re underspending, you can easily click into a campaign and use our troubleshooting tools to get it back on track. You can also find spend allocation and channel diversification using the omnichannel dashboard.

Leverage the campaign performance chart to get a holistic view of both pacing and performance. With this chart, you can see how all your live campaigns are performing at a glance. The chart should be one of the first things you check in the platform to help you focus your time and effectively prioritize.

The chart is interactive, so you can quickly filter the list of campaigns in the table that appears below it. If you want to start by focusing on campaigns that have both pacing and KPI performance at risk, click the bottom-left quadrant.

Tip 5

Customize your view

When monitoring ad groups, take advantage of our table capabilities, which allow you to view pacing and reporting data at once. You can also customize and reorder your data columns to ensure you are seeing the data that is most important to you. Bulk editing ad groups can save you time too.

With Solimar, we made it our goal to help you achieve yours. We also want to help marketers save time — which is why we let you focus on expanding your strategies while the platform optimizes everything else in real time, based on your specific business and marketing goals.

No matter how the industry changes or how busy it can get, we are committed to supporting your goals as we pioneer the future of data-driven decisioning together.

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