Programmatic media buying questions marketers should be asking

Marketers would do well to hire internal or external media and technical help qualified to better understand the marketplace, according to confidential respondents interviewed by Kroll. But even general marketers can learn to ask the right questions in quarterly reviews of programmatic trading. Here are the questions the report recommends:

• How much of each dollar spent was allocated to working media and non-working media, such as ad verification, ad serving, data fees, demand side platform fees, and any known take rates?
• Which downstream partners were involved in each campaign?
• How much was paid to each partner and what value was provided in exchange for that payment? Collectively, does everyone agree that the value provided is worth what was paid? Did it enhance the campaign in a measurable way?