Demand Supply Platforms should focus on maximising content engagement over impressions and clicks.
This article states that many Demand Supply Platforms (DSPs) fail to deliver and measure content marketing’s ROI. The author argues that amongst all the new and innovative forms of content exposure, programmatic native advertising is the only channel that scales in an “non-interruptive way”.
Scaling paid distributions from a DSP drives the required views efficiently, as against reaching out to several networks and managing multiple interfaces to accomplish the final goal which is ROI. Marketers need to identify and measure the tactical and up-funnel KPIs to track ROI.
DSPs fail to deliver ROI because they optimise their platforms across Supply Side Network for impressions or clicks. According to the author, marketers could focus on producing content that maximises engagement by using AI technology.
[4 minute read]