

1. Using RTB only for low-quality inventory

As you just learned, in real-time bidding ad space is sold to the highest bidder. It means that regardless of what that actually shows, it will be displayed on a website if it's the best bid. For instance, don't be surprised if you see a garden irrigation system on a lingerie website. Yeah, that's not what a lingerie website owner might feel very enthusiastic about. Besides, many publishers are afraid of losing profits they could reach by selling their best ad space directly to advertisers. So pushing only low-quality ad inventory for RTB is quite a popular practice among publishers.



However, it really doesn't have to be that way. Smart publishers know that top-quality media space can be sold via private programmatic marketplaces. This type of platform supposes that advertiser and publisher can select who to do business with, which is a win-win for all parties.



2. Not having the right metrics to analyse

Just as with a general plan, the absence of specific KPIs or the use of some one-fit-all approach to analysing an advertising campaign can be a costly mistake for both adverts and publishers. What would be the best metrics to analyse your campaign? Remember, what works for analysing a brand media campaign, may not be good for a performance campaign. So dig through some marketing analytics best practices before you push the Start button.



3. Believing that software will do all the job

It's true that programmatic does a great job with targeting and automating the ad buying process. However, it's by no means a replacement to real feedback from your crowd



4. Relying too much on automation

While programmatic is definitely a trend to stay in the digital advertising industry, it doesn't mean you should put all eggs in a single basket, even if that's an uber awesome robo-basket that makes a terrific scrumble right away. There will always be a need for that traditional type of advertising involving direct relationships (aka talking, emailing, going out for a cocktail or two and so on) between the parties involved.



5. Using the "Wait and See" Approach

Again, considering the current state of the programmatic niche (seriously, did you see those billions of dollars rolling there?), ignoring automated ad buying today may cost you big money tomorrow. Rather than fearing the hurdle you might see in this market, go ahead and give a try, one small step at a time.

