Using a DSP enabled Microsoft Store to benefit from the DSP’s optimization technology, which could focus on maximizing placements and creative that drove revenue. “For making adjustments to particular placements and optimizing the creative, we rely on technology,” Allyne said. “That’s where the benefit of programmatic comes into play.”
For the creative itself, Point It kept it simple for the test. It uploaded existing creative assets on file, namely photos, headline, and teaser copy. TripleLift assembled those assets to create placements that look like article previews, which it places in the editorial content flow. When users clicked through, they were taken directly to the product pages of the items featured
Different publishers require different photo sizes and formats to make the unit fit with their publications. TripleLift ensured the creative could be served in the thousands of different formats required.
“Clients and brands find that valuable,” said Lewine, noting some use TripleLift as a panel to test creative formats it will use in other digital campaigns. “In display, it’s often not viable to traffic 30 different creatives across three different ad sizes.”
Optimization took place on a more macro level, focusing on an individual photo and not on the different ways it had been cropped and resized. DSP technology also optimized based on the success of an individual placement level.
Point It has moved TripleLift from a test to a part of the campaign, but there’s enough inventory in the private exchange for it to further increase the budget if it chooses.
As Point It moves into its next planning cycle, it’s added native to its toolbox. “We definitely want to include native in evergreen campaigns, with prospecting and retargeting,” Allyne said. “Oftentimes we’re asked by clients what different levers we can pull if there’s a new product or a promotion. This is something we could launch when we need to get something turned around quickly.”
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