Does Your Brand Need Dynamic Media Pricing?
By Kerry Guard
In our previous blog entry, How Useful is Dynamic Media Pricing, we examined the pros & cons of using RTB media partners in your digital media plans.
But a bigger question still remains …
As a brand, how do you know if RTB is right for your marketing efforts?
Here are a few sample questions to ask yourself:
- What is our desired 'end action' that we want users to take on our site? More importantly, do we have one?
- As long as ad verification tools like AdSafe or Double Verify are in place, are we okay giving up some control over how many impressions we get on specific sites?
- Are we equipped to analyze with the reams of extremely valuable data that RTB platforms will produce for us? Do we need to bring in help to analyze said data?
RTB platforms are changing the digital media landscape -- but are they right for your brand?
Let us know why or why not in the comments section.