9 Programmatic Advertising Learning Resources

A “Welcome to 2021” Gift for B2B Marketers 

We have so many good learning resources to share when it comes to programmatic advertising. Obviously you’re interested in the subject, too, so use these articles as guides. Jump in and explore where it can take you. Show the world you have the “gift” for programmatic. 

Nine Articles to Jumpstart Your 2021 Programmatic Thinking

#1 – Start Your B2B Programmatic Journey With These Easy Hacks
Not sure about where to take your B2B programmatic marketing strategies in 2021? Maybe you want to push it to the next level, or perhaps you’re taking your first steps. Either way, this crash course will have you at a better place faster. Start with these easy hacks, and then get set, go! Programmatic marketing and advertising continue to dominate martech and adtech, and they’re not passing fads. According to the eMarketer report, by 2021, 88% or $81 billion of all US digital ad dollars will transact programmatically. For lead and revenue generation, this innovative, but now ubiquitous technique is the unspoken rule.

#2 – Intent Marketer’s Guide to Programmatic Ads
Intent-focused B2B marketers can take a quick plunge into adtech with this short guide to programmatic advertising. With the automated processes and relevant communications, programmatic ads give marketers the upper hand in competitive, noisy markets.Programmatic advertising uses real-time bidding (RTB) to make instant purchases around your target audiences.  You simply let trained algorithms decide and buy digital ad space for you dynamically. This guide to programmatic advertising gets you started with the basics. Knowing about programmatic ads isn’t enough unless you can implement a strategy and yield results. Use this checklist from our guide to programmatic advertising to help you launch a programmatic strategy.

#3 – Do You Know These 17 Programmatic Marketing Terms?
Do you speak Programmatic? As a marketer, you use this dynamic approach to curate highly targeted marketing content for certain demographics. You deliver the exact content to the potential customer at the perfect time – when they’re online and still interested. One of our most popular resources, this post covers must-know terms for serious B2B marketers. Practice your programmatic in 2021! Of course, the adtech sector changes constantly, and we realize this list may never be done. If we’ve missed anything, we want to know.

#4 – 7 Ways To Justify Programmatic Advertising To Your Boss
The Gartner Hype Cycle for Digital Advertising 2020 reveals “significant changes” in the adtech segment, as businesses worldwide scramble to implement effective, scalable digital advertising. That’s just one reason B2B marketing leaders need to be aware of programmatic trends. You may be called on to lead the discussion around programmatic advertising with someone higher up in your organization. This blog offers ways to make your business case and justify what you need for a solid programmatic program. The post explains what to say to get everyone on the same page.

#5 – First Steps to Add Intent to Your Programmatic Ad Strategy
Intent data can be the soul of your programmatic ads, provided you know a few best practices like these. You’re all set to incorporate intent data into your programmatic advertising strategies. Follow these steps on your programmatic road map. As a B2B marketer, when you know answers to basic questions like “Who are my customers?”, “What do they want?” and “Why do they want it?” you can hit the programmatic sweet spot faster.

#6 – 6 Programmatic Mistakes to Avoid at All Costs
An Ascend2 survey reports 66% of marketing leaders predict prominent programmatic marketing budget hikes. The programmatic practice has taken B2B by storm, in part for its role in helping data-driven marketers hyper-target high-potential segments. Despite the widespread adoption, automation and logic, programmatic marketing mistakes can still be happen. This blog explains six mistakes you should avoid at all costs in your programmatic strategies. Focus on getting these six things right, and you’ll be in good shape. Successful programmatic marketing depends on a lot of things: quality data, dynamic creative, contextual campaigns, targeting and real-time optimizations. Here’s how to keep mistakes out of the picture.

#7 – Programmatic Display Targeting Is About Reaching Prospects Where They Live
Advocates like Craig Weiss, True Influence COO, are huge believers in the power of programmatic display advertising to drive revenue strategy. It’s cost-effective, it’s scalable, and – if targeted correctly – it reaches prospects who are interested and receptive to your message. Get tips about using programmatic advertising to find the buyers you haven’t met yet. As always, our experts’ best advice is to go wide – but not too wide. He wraps up his take on programmatic display targeting by addressing “the elephant in the room” – the ongoing push back on behavioral tracking in the name of “privacy.” If this is an important topic for you, there’s another reason to read this post.

#8 – Programmatic Display + Intent: Find Overlooked ABM Targets
Over half of B2B marketing leaders are confident that ABM is the right strategy for them, and a growing number recognizes the role of programmatic within ABM. In this post, True Influence COO, Craig Weiss, explains how smartly targeted display ads plus purchase intent intelligence help B2B marketers start conversations with fresh accounts. Intent data can move both individual buying group members and the account as a whole toward the buy decision.The business is out there, but maybe not already on ABM wish lists, and display is a scalable, affordable channel for opening doors.  Buying cycle variables are enormous – why and how people buy from you are different every time.  This creates something of a Catch 22 for ABM theory, which dictates focus resources on sophisticated campaigns to the most desirable accounts. You can’t afford to build campaigns for bad-fit accounts, but you also can’t afford to only focus on aspirational customers. Intent helps you find focus and balance.

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