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Standard and Customized Market Education A large part of media trading is the ability to describe the mechanics and market color surrounding the real-time interactions and cookie targeting to the principal who controls the budget. Whether the principal is an advertiser, agency or a buyer, a great media trader will be able to explain, in as much depth as necessary, to the buyer how each strategy works.

Strategies continually evolve across channels, but can be categorized or more of the following: As strategies are introduced, the media trader often assists the advertisers in defining and refining the specific goals and methods by which the campaign will be executed.

Ad Operations The technical side of launching a campaign include ad operations duties, that consist of three distinct categories: Launch Documentation — A successful transition from the hands of a media planner to a trader must convey specific information. It must clearly delineate the restrictions on the placement of the ads and the campaign goals in concrete terms.

Generally, agencies need some assistance in putting their plans into executable trading instructions. The iterative process of creating this document has a positive and direct effect on the quality of the campaign.

Tag Management — Most campaigns have 3rd party creative assets. Tag management includes confirming the creative serves correctly, is eligible for all applicable publishers, and tracking components on the 3rd party ad serving sites are setup correctly.

RTB & Programmatic - Programmatic Mechanics

This also includes troubleshooting all creative issues. Attribution — Most large-scale digital advertising campaigns have some type of key performance indicators KPI which define the success of the campaign. In display, this is generally cookie based. In mobile, this is usually a post-back URL integration. In the case of managing attribution, this includes any troubleshooting or implementation of pixels, postback URLs, macros, and click trackers.

A Media Trader

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RTB & Programmatic

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