Success in programmatic advertising is relative. You might acquire a customer by finding her on digital channels via your demand-side platform, but you’ve failed if the cost exceeds the value of that customer. Success depends largely on how marketers define goals and set key performance indicators (KPIs), as well as their ability to adjust campaigns in real time.
Programmatic plans require fluid budgets and adaptability. Control freaks may be tempted to pre-plan every tactic of their campaigns, but it’s better to start broad, have a thesis on what could work, observe performance, and optimize your campaign based on that data.
