Tor Olav Haugen
Double Your Programmatic Power: The Benefits of a Dual-Platform Strategy for Marketers
Should we be dealing with multiple DSPs and vendors, or is one programmatic partner enough?
As marketers, our ultimate goal is to create effective campaigns that not only serve our existing clients but also attract new ones. Programmatic advertising is a powerful tool that helps us achieve this goal by allowing us to buy impressions based on user data insights and effectively target and measure media investments from a unified platform.
However, the question remains: should we be dealing with multiple DSPs and vendors, or is one programmatic partner enough?
Based on our experience, we've found that brands can sometimes improve performance by adding a second DSP to their programmatic ecosystem.
Here are a few considerations and benefits of a dual-platform strategy:
Maximizing ROI: When you have multiple DSPs, you have access to different strengths and weaknesses that each platform provides. By leveraging the strengths of each DSP, you can maximize your return on investment and ultimately achieve better campaign results.
Expanding Your Reach: A dual-platform strategy allows you to reach a wider audience, making it easier to effectively target the right person, with the right message, at the right time and at the right price. With a larger inventory to choose from, you can scale your customer growth based on scientific budget planning from key findings.
Benchmarking: By working with multiple programmatic vendors, you can benchmark and compare performance to ensure that you're getting the best results possible. This is especially important when reaching out to new clients and prospects, where you want to test different techniques and measure click rates, completion rates, and other key performance indicators.
So, is a dual-platform strategy right for you?
It depends on your goals and objectives, as well as the strengths and weaknesses of each DSP. Start by comparing apples to apples and evaluating how each platform meets your KPIs. Consider engaging a specialized agency that provides programmatic advertising as a managed service to help you navigate the process.
In conclusion, a dual-platform strategy can help you maximize ROI, expand your reach, and benchmark performance. By adding another DSP to your programmatic ecosystem, you can unlock the power of programmatic advertising and take your campaigns to the next level.
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