Automation is easy, but it is not always perfect. While automated campaign management is efficient, and readily and easily available across a majority of advertising platforms, it may not always yield the most salient results. From recent Apple iOs 14 changes to potential updates to Google’s Chrome browser, it’s important that brands and advertisers rely on a combination of strategies to regularly review and optimize their campaign performance across a variety of channels.
In this episode of “Quick Questions With Kathy,” DMS CMO Kathy Bryan interviews DMS Chief Media Officer Jonathan Katz to get his insight on the importance of testing multiple strategies for campaign performance and optimization. Katz highlights the vast number of bidding strategies available to advertisers, and stresses the importance of a diverse strategy for campaign management. During the interview Katz notes the key differences for advertisers to consider when targeting consumers at the top or bottom of the funnel and recommends different measurement strategies and tactics advertisers can deploy across campaigns.