Tag: programmatic advertising strategy
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Designing a Programmatic Strategy That Supports Long-Term Visibility
How to connect audience planning, budget, placement, creative, frequency, and measurement in a sustainable advertising system. Executive Summary A durable programmatic advertising strategy begins with a defined business objective and connects that objective to the correct audience, geography, inventory, creative, landing experience, budget, and measurement plan. Long-term visibility comes from disciplined coordination across these elements…
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