A Programmatic Media Manager is responsible for developing, executing, and optimizing digital advertising campaigns using programmatic buying platforms, leveraging data-driven insights to target audiences effectively across various online channels, managing campaign budgets, and ensuring maximum performance against client objectives, while staying updated on industry trends and technologies to constantly refine strategies.
Key Responsibilities:
- Campaign Strategy Development:
- Collaborate with clients and internal teams to define campaign goals, target audiences, and develop data-driven programmatic strategies across display, video, native, and other digital ad formats.
- Identify relevant audience segments and utilize advanced targeting capabilities like demographics, interests, behaviors, and custom audiences.
- Create detailed campaign plans including budget allocation, bidding strategies, and creative optimization approaches.
- Campaign Execution and Optimization:
- Set up and manage programmatic campaigns on various Demand Side Platforms (DSPs) like The Trade Desk, Google DV360, or Xandr.
- Monitor campaign performance in real-time, analyzing key metrics like impressions, click-through rates, conversion rates, and cost per acquisition (CPA).
- Implement data-driven optimizations, adjusting targeting, bidding strategies, and creative placements based on performance insights.
- Utilize advanced programmatic features like frequency capping, retargeting, and dynamic creative optimization.
- Data Analysis and Reporting:
- Generate comprehensive campaign reports to track performance against KPIs and provide actionable insights to clients
- Analyze campaign data to identify trends, opportunities for improvement, and areas for further optimization
- Utilize data visualization tools to present findings clearly to stakeholders
- Vendor Management and Partnerships:
- Collaborate with ad exchanges, data providers, and technology partners to ensure optimal campaign delivery and access to relevant inventory
- Negotiate media deals and manage relationships with key programmatic vendors
- Staying Updated:
- Keep abreast of emerging programmatic technologies, industry trends, and best practices to maintain a competitive edge
- Proactively research new platforms, targeting options, and creative formats
Required Skills and Qualifications:
- Strong understanding of programmatic advertising principles, including real-time bidding (RTB), data-driven targeting, and ad exchanges
- Proficiency in using major DSP platforms and campaign management tools
- Excellent analytical skills with the ability to interpret complex data sets and translate them into actionable insights
- Experience with digital marketing metrics and campaign reporting
- Strong communication and presentation skills to effectively communicate strategies and results to clients
- Knowledge of digital advertising regulations and compliance requirements
