Use the right evaluating metric
It happens way too often that the purchasing metric in most cases being the CPM price, is also used as the evaluation metric. By doing so the myth is maintained that RTB is all about getting the cheapest CPM price. At DQ&A Media Group we don't mind paying the highest CPM at the auction, because we know that the true value of an impression is in fact determined by a proper evaluation, based on the CPL or CPA achieved. We prefer to focus on what price is actually being paid per lead or conversion. Ultimately, our clients do not benefit from the lowest CPM or CPC price but they will prosper with great CPL prices. With proper use of assessment techniques, we can see exactly what impression (and not just the click) has contributed to a conversion.
Real Time
The element of Real Time provides unlimited possibilities for RTB. It gives us the ability to validate the value of each impression properly before we decide which advertisement impression will be shown on what impressions. By doing so consumers will only see ads that are based on their actual interests, the publisher gets the best possible price for the available position and the advertiser will achieve higher conversion rates while their ads are shown to a truly interested audience.
Human brains
You cannot - not yet - solely rely on a computer or a system for programmatic buying. The algorithm RTB uses is not able to take in account, for instance, emotions and current weather conditions. Campaign managers are needed to judge the editorial context of an ad impression and the choices made by machines to improve the effect of a campaign and optimise. You should not rely solely on the algorithms of the programmatic buying; human brains will play a part to achieve the best results.
Campaign control
Holistic overview and the ability to manage real-time all available data play a key role in programmatic buying. Programmatic buying gives us the ability to show consumers the right advertisement at the right time. This is what adds value for consumers, publishers and advertisers. Don't focus only on the bidding 'B' part of RTB, but take pride in the added value RTB offers by continuously (real-time) managing your campaign based on all available data. If we all succeed in doing so, a mature ecosystem of supply and demand in which the actual value of impressions is paid and earned is one step closer.
