Not All Impressions Are Created Equal

Programmatic Buying

While not without its issues, programmatic media buying largely fulfills its promise of more closely aligning ad spend with the true value of the media being bought. Advanced algorithms will evaluate each individual impression against certain pre-determined criteria to develop a bid, and depending on how well the impression matches the target an advertiser will either bid to win the impression or pass on the opportunity.

However, success using programmatic buying is far from a sure thing, and can prove to be more trouble than it’s worth if not planned, executed, and monitored in accordance with the latest standards.

While the concept is sound, programmatic media buying requires a well-versed, nuanced approach in order to maximize its potential. Any marketer who has brought a budget to the programmatic arena knows that there are countless vendors selling what seems like the same thing.

At Resolute, we’ve found that the keys to success are determining the factors that differentiate programmatic offerings and truly understanding where different products fit into the ecosystem. Two programmatic companies may be able to access the same inventory but depending on the advertiser, the goal, and the technology tools and data that are available, the value of each offering can differ dramatically.

By performing an end-to-end evaluation of the programmatic marketplace, forming key strategic partnerships and adopting a test and learn approach, we’ve learned what works and what doesn’t. More importantly, however, we’ve developed a strong sense of what will work in the future and how best to leverage this technology moving forward.

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Service Specialist

Jarod Caporino
Managing Partner

Jarod Caporino has managed ad sales, strategic planning and media buying for major brands in nearly every industry vertical, including Pfizer, Hewlett-Packard, Johnson & Johnson, Major League Baseball and the NEA. He has over 12 years of experience as a sales director at agencies specializing in digital services and search engine marketing and optimization. Jarod frequently speaks at universities and industry panels in the New York area.

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