Why Advertisers Should Work With an Agency Trading Desk

Many advertisers chose to manage programmatic buying in-house, but outsourcing to an agency trading desk can be a better option for small and midsized advertisers. Here are five reasons why:

For example, if an ATD has 10 different automotive clients, it will collect a similar audience for these similar companies. If it collects a wide variety of different, smaller variables, it can start to describe micro populations within the larger automotive audience. A smart ATD will make sure its data is fed into a powerful data management platform that will make it easy to conduct lookalike audience modeling and find new, targetable audience segments. Running many campaigns is a valuable experience for ATDs. It’s an opportunity to learn as much as possible about targetable audiences. This information can help ATDs create and improve audience segments. (Individual advertisers would rarely achieve the necessary volume or scale.)

Publish date: October 27, 2015 https://dev.adweek.com/performance-marketing/why-should-advertisers-work-with-agency-trading-desk/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT