Programmatic Trading Best Practices

Ventura Growth is a direct partner with the world’s leading advertising platforms. With over 10 years of experience, we have picked up many Programmatic Trading Best Practices along the way. Here are a few to get you started:


Lead With Your Business Objectives

Prior to launching a campaign, you need to first determine what you want to achieve. Your business objective identifies what you want people to do when they see your ads. In order to measure the success of your campaigns effectively, choose the appropriate objective. Ventura recognizes three distinct business objectives: Awareness, Consideration and Conversion. Determining your business objective upfront will help inform which media channels and media KPIs will drive your desired outcomes.


Activate Your First Party Data

First Party Data is your most valuable asset and can be utilized in many ways to produce powerful marketing results. Try using your first party data in the following ways:

– Target your first party audiences across all their devices via Cross-Device Identity Solutions

– Dial in your targeting parameters prior to launch by using your first party data to generate insights such as their interests, sites visited, and preferred device type

– Build highly relevant Look-a-like audiences to expand your potential customer base


Embrace Platform Features Using AI

At Ventura we embrace the fact that artificial intelligence can perform certain tasks that humans will have great difficulty with. One such example is multi-dimensional analysis. Imagine trying to manually determine if a certain audience, in select locations, using a specific device type and browser is a pocket of inventory worthy of increasing impression volume towards? This question would be extremely difficult for a human to answer but AI is able to identify that trend in real-time and can make the necessary optimizations on your behalf. Take advantage of platform features that utilize AI so long as the cost and the changes made by the algorithms are transparent.