What is a Managed Programmatic (beta) campaign?

    Content.ad has developed a managed programmatic (beta) campaign product based on client demand for additional volume opportunity and scale. Managed Programmatic (beta) is a separate campaign option in the platform user interface (UI) and is fully managed by Content.ad’s Demand Side Platform (DSP) team.

    Managed Programmatic (beta) campaigns…

    • Programmatically access millions of native impressions on every device, across thousands of premium sites, on a CPC basis, ALL from ONE platform.
    • Eliminate the need to buy from or integrate with multiple supply side partners (SSPs) and the risk and uncertainty of paying CPM. With CPC, you only pay for visitors with interest and intent.
    • Utilize advanced automation to place your ads on the highest performing inventory, across multiple SSPs, optimized in real-time based on KPI performance.
    • Are designed specifically for premium Direct Response advertisers to reduce costs and deliver a stronger ROI.

    Managed programmatic (beta) campaigns and creative options are different from Run of Network campaigns.  Please read the Managed Programmatic (beta) FAQ for details and contact your sales representative, account manager, or support@content.ad if you have questions or need assistance.

    What is the quality of programmatic supply?

    The quality of supply ranges from tier one news publishers to viral content publishers.  Publisher websites cover a variety of verticals, including:

    • Arts and Entertainment
    • Health and Beauty
    • Sports
    • News
    • Style and Fashion
    • Technology and Computing
    • Hobbies and Interests
    • Business
    • Travel
    • Automotive
    • Education

    How is programmatic content displayed on the publisher’s website?

    The content is displayed in two general formats:  In-feed and content recommendation ad units.

    • An In-feed ad unit generally has a larger image, a headline, a summary, a call-to-action, and often a logo.
    • A Content Recommendation ad unit has a smaller image and a headline only.

    Can I create a block list or white list for a managed programmatic (beta) campaign?

    Yes, You can use block lists or white lists on you programmatic campaigns. When creating or editing the managed programmatic (beta) campaign, enter the domain(s) you wish to block in the Domain Blocking section or target in the Domain Targeting section. Domains must be properly formatted without http:// or https://, for example domain.com or my.domain.com.  Each block list is unique to each campaign.

    What are the best practices to scale my programmatic campaign?

    Below are a several recommendations our programmatic media team may suggest to scale your campaigns.

    • Increase your cost-per-click (CPC)
    • Increase your click-through-rate (CTR) by testing new ads
    • Target both the US and Canada
    • Target all devices – desktop, tablet, mobile
    • Increase daily and total budgets

    Pausing & Activating Programmatic Campaigns

    The length of time a campaign remains “Paused” can limit its ability to scale once it’s set back to “Active” as network performance is dynamic and changes daily.  If you notice your campaign is not performing at or near the same rate prior to setting it “Paused”, you should increase your CPC and CTR to improve performance metrics until you see an increase in traffic volume.