NOVEMBER 2020retailtechinsights.com9at work in the background, deploying safeguards to ensure that your ads are served in a brand-safe, fraud-free environment. Done right, automation reduces time wasted on manual tasks, which can then be deployed across higher, value-added strategic activities such as surfacing media insights and refining creatives with data.Data: Infrastructure in the form of analytics helps understand how customers are engaging with your owned media. Combining this with an ad server closes the loop and "completes" the full digital view with paid media measurement. This sets the stage for us to connect the dots across various data signals to surface insights, build an understanding of the audience, and inform your creatives. Upon activation the buying platform enables a continuous learning cycle for better analysis and audience engagement.Equally important is the ability to reach these audiences at scale, across channels and devices. Coupled with robust frequency management capabilities it enables effective story-telling and meaningful data-driven engagements with customers. Attribution: Flexing beyond last-click attribution is the next crucial step to understanding how different online media channels can work together, collectively improving the marketing mix.Moving up the chain involves testing ready-made, out-of-the-box solutions and embracing data-driven attribution. Continuous testing and learning, with the right team and methodology in place, can surface insights on a brand's most influential channels. The number of touchpoints, order of exposure, and creative assets are all considerations that should be factored in when comparing different conversion paths.Maximizing the potential of your existing digital measurement tools set the foundation for further customization and the ability to ingest more conversion signals. Advances in cloud computing, and solutions such as Ads Data Hub, enables the joining of various data sets and deploy machine learning to solve more advanced use cases. The impetus for advance in programmatic maturity is perhaps as exciting as it is necessary because of an increasingly privacy-first and cookie less world. Exciting as the promise of scaling said capabilities beyond digital, to huge addressable media opportunities such as digital out-of-home and connected TV may bring us closer to completing the single view of the customer. Sitting at the confluence of automation, data, attribution, and powering the drive towards multi-moment maturity would be the brand's capacity for collaboration and change. Securing C-level buy-in for a project, embedding expert skills, and knowing when to in-source and outsource, sets up a brand for a fruitful programmatic journey. The impetus for advance in programmatic maturity is perhaps as exciting as it is necessary because of an increasingly privacy-first and cookie less world
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