The Ins And Outs of Programmatic Marketing

The Digital Slice Podcast is brought to you by The Friedman Group, LLC

Join Brad Friedman and Lewis Rothkopf, President of Martin, as they talk about programmatic marketing. How marketers know if their programmatic marketing is working. What metrics we should be paying attention to. How small businesses can compete with industry behemoths. And, much more.

Lewis Rothkopf is the President of Martin (https://www.martin.ai/), a media buying and measuring platform. Lewis has more than two decades of experience in digital media and prior to joining Martin, he led sales and revenue, business development, and marketing at companies such as Millennial Media, Polymorph, and DoubleClick (each acquired by Verizon, Walmart, and Google, respectively). Lewis is an expert at measuring ad effectiveness and has a lot of insight to share as far as what digital marketers can be doing to improve their impact right now.

In this Episode:

• Lewis talks about the world of digital media in 2022
• Lewis talked about connecting buyers of digital media to sellers of digital media through programmatic marketing.
• Lewis talked about running programmatic ads on podcasts and linear TV
• Lewis talked about shrinking the inefficiency that takes place on many different levels.
• Lewis also talked learning from how your ads perform, in real time, so that you buy the stuff that works and don't buy the stuff that doesn't work.

Quotes from this Episode:
“So it shows you kind of how we have progressed because today, if you want to run on specific inventory, all you have to do is log into a console, a demand side platform like ours or somebody else's and set your targeting parameters and boom you're off.” – Lewis Rothkopf
“You can even start now though, it's a little bit complicated, uh, begin to run programmatic ads on podcasts.” – Lewis Rothkopf
“It's just billboards that run video, and these are just growing like gangbusters. You typically see them In the airports.” – Lewis Rothkopf
“We're getting to a point at which, you're able to run a programmatically treated ad on the jumbotron in Times Square.” – Lewis Rothkopf
“So you're sort of shrinking the inefficiency that takes place both from a, you know, knobs and dials perspective, but also from a, cost expediency and efficiency.” – Lewis Rothkopf
“And over time, the system becomes much smarter about how much you have to bid in order to win a specific percent of the inventory opportunities that you are encountering.” – Lewis Rothkopf
“What you want to understand is the incremental lift that your advertising caused.” – Lewis Rothkopf
“There's a big swath of changes that are happening right now in programmatic advertising that have to do with, protecting and enhancing the protection of consumers, privacy.” – Lewis Rothkopf

Resources:

Lewis Rothkopf:
LinkedIn: Lewis Rothkopf
Twitter: Lewis Rothkopf
Twitter: Martin
Website: Martin

Brad Friedman

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Books
“Brad Friedman on Digital Marketing,” by Brad Friedman
“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
“100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

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