Programmatic Display – Advanced Analysis
Programmatic Display – Advanced Analysis
Custom Campaign Analysis with APIs, Data Science, and Process Automation for Efficient Performance Marketing
Custom Campaign Analysis with APIs, Data Science, and Process Automation for Efficient Performance Marketing
Programmatic Display campaigns can generate extensive amounts of data. Transforming this data into actionable insights requires advanced analysis. This page explores how Digitl makes use of report APIs, data science, and process automation for efficient performance marketing.
Custom Campaign Analysis with APIs, Data Science, and Process Automation for Efficient Performance Marketing
Custom Campaign Analysis with APIs, Data Science, and Process Automation for Efficient Performance Marketing
Programmatic Display campaigns can generate extensive amounts of data. Transforming this data into actionable insights requires advanced analysis. This page explores how Digitl makes use of report APIs, data science, and process automation for efficient performance marketing.
Advanced Measurement & Audience Strategies for Programmatic Display
Advanced Measurement & Audience Strategies for Programmatic Display
Optimization with Automated App / URLs Channel List
Optimization with Automated App / URLs Channel List
A process that analyzes the performance of apps and URLs to generate a list of top-performing inventory, which is then used to optimize campaigns in Display & Video 360 (DV360) by prioritizing high-performing placements and negotiating deals with publishers. A team of data scientists analyzes campaign data to understand patterns and distributions and identify the most powerful URLs / apps per campaign. A list of these is then generated once threshold criteria are met, and the list is applied to designated line items. The process is automated using tools like Cloud Functions 2nd Gen & Cloud Scheduler.
Frequency Cap Analysis
Frequency Cap Analysis
This analysis evaluates the impact of different contact classes within various campaign types on the conversion rate. The primary goal is to optimize the frequency of ad exposure to users, enhancing campaign efficiency and performance. It involves determining the optimal number of ad contacts (e.g., YouTube ads, banners) required for different campaign types before a user converts. Additionally, the analysis examines the sequence and type of contacts (e.g., clicks, impressions, viewable impressions) that lead to conversions. The findings are used to define the best campaign structure in DV360 and to set frequency caps. By targeting users with the right type of ad at the ideal frequency, advertisers can achieve higher conversion rates while maximizing the efficiency of their advertising budgets.
Incrementality Analysis
Incrementality Analysis
Incrementality analysis measures the true impact of a marketing activity by identifying the additional growth or revenue generated beyond what would have occurred naturally without that specific campaign or tactic. It answers the key question: How many conversions would have happened without any advertising? By isolating the effect of a single marketing variable from external factors, incrementality analysis helps brands and agencies determine which activities are genuinely driving growth and revenue. This enables a more strategic allocation of marketing resources. Incrementality is crucial because it reveals whether ads are creating new conversions or simply redistributing existing demand.
Marketing Mix Modeling
Marketing Mix Modeling
Marketing Mix Modeling (MMM) is a statistical technique used to measure the impact of various marketing activities on a target variable, such as sales or conversions. MMM can help evaluate the contribution of display ads to overall conversions, identifying their role alongside other marketing channels. MMM also measures the impact of brand effects, seasonal factors, and external influences on performance, helping advertisers better understand how programmatic campaigns interact with broader marketing efforts. By providing insights into the value contribution of Programmatic Display and other channels, MMM is a powerful tool for planning future budget distribution, optimizing programmatic campaigns, and evaluating the effectiveness of marketing strategies.
Predictive Audience Building
Predictive Audience Building
Predictive Audience Building is an advanced analysis service that uses Machine Learning (ML) to identify and segment audiences based on various predictive criteria, such as conversion probability, engagement likelihood, churn risk, etc. By analyzing user behavior and other data signals, tailored audience lists can be created for targeted advertising and personalized messaging. These audiences can be activated across platforms like DV360 and Google Ads with display ads, enabling more effective marketing strategies, improved performance, and better budget optimization.
Additional Services by Digitl for Programmatic Display
Additional Services by Digitl for Programmatic Display
Marketing Technology Services that support Programmatic Display Marketing teams with knowledge and resources about Tech and Data.
Implementation
Implementation
Setup and integration of Display advertising within marketing infrastructure, including the implementation of triggers and tags for performance tracking and advanced analysis.
AI
AI
Gemini, ChatGPT and other AI models to increase efficiency of media buying and optimization of workflows by using AI Agents and GenAI modules.
Dashboards & Reports
Dashboards & Reports
Automated aggregation of data for KPI reporting to analyse the effect and performance of Programmatic Display campaigns. Creation of appealing Dashboards that go beyond pure metrics.
Data Integration
Data Integration
Integration of Offline-, CRM- or User data. Use predictions or other KPIs in your marketing technology infrastructure to active it with Programmatic Display campaigns.
Process Automation
Process Automation
Orchestration of automated workflows in AWS, Azure or Google Cloud for data activation, predictions, advanced analysis or reporting to drive efficiency of Programmatic Display campaigns.
Attribution
Attribution
Advanced attribution modeling for Programmatic Display advertising, beyond last-click analysis to understand the customer journey and assign credit across various touchpoints for accurate measurement of campaign effectiveness.
Marketing Mix Modeling
Marketing Mix Modeling
Marketing Mix Modeling (MMM) to analyze the impact of Programmatic Display campaigns on overall marketing performance or use statistics for incrementality testing to understand the added value on performance or branding KPIs.
User Segmentation
User Segmentation
First-party data based on demographics, interests, behavior, and engagement patterns to activate audiences or analyze the effect and performance of Programmatic Display campaigns.
App Tracking
App Tracking
App tracking data – including installs, in-app events, and post-install conversions – for KPI reporting to analyze the effectiveness of Programmatic Display campaigns, driving app engagement and acquisition.
Advanced Services
Advanced Services
Custom technical solutions, data integration, scripts or workflow orchestration for advanced marketing technology stacks or in Cloud platforms (AWS, Azure, Google Cloud) to maximize efficiency.
Tech Audit
Tech Audit
Technical audit of Programmatic Display campaigns to evaluate the integrity and efficiency of tracking implementations. This includes a comprehensive review of pixels, tags, and audience lists to ensure accurate data collection and attribution.
Are you interested?
Are you interested?
Contact us today to start your journey towards digital success!
Contact us today to start your journey towards digital success!
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