Marketing online and real-time Bid: The perfect combination?

The scenario of online marketing is evolving at a rapid pace, and traditional media channels are being left in the race, and real-time bidding is touted as the next big thing. Certainly, there are many advantages in theory move a part of a budget digital brand to a real-time bidding environment. However, jumping on the train can certainly have its share of disadvantages, because we can not expect better results simply by shifting focus and finance from traditional media to new age tactics.

So what is the marketers that want to explore new horizons? The fact is, marketers and agencies all need to find media partners who understand the scope of things as well as the risks associated with a more automated way of purchase. These include security of the brand, the negative effects on the campaign reach and effectiveness and respect for privacy. Taking advantage of the expertise of partners and online marketing to work on campaign strategies that minimize pre-defined risk in terms of delivery and performance is the way to go.
The fact is, online marketing partners should help brands campaigns in a controlled environment which is quite similar to a direct purchase of such scenario with full support account management. Thus, they are essentially taking responsibility for the delivery of campaign performance, while providing a high level of transparency, visibility and insight. Once both parties are satisfied with the way the campaign is ongoing and best practices have been put in place to make the jump to a fully automated system purchase is flawless.
Now, since the traders have to move in a real-time environment, the biggest challenge is the dependence cookie based targeting. Now here's a sticky wicket! On the one hand, the real-time bidding focuses on increasing adoption of cookies based targeting to increase the performance of the inventory available, but the supply of biscuits is quite limited due to a variety of parameters related to privacy. The difficulty of finding and alignment data of good quality cookies is another stumbling block. Thus, traders can not evolve targeted campaign to achieve the objectives of the campaign in terms of volume, and also to cope with the high demand and low supply of cookies.
So the fact is, of course we must make the transition to provide real-time as well as online marketing is concerned, but the same must be done in a way that uses the right resources in the right way, probably with with an agency that specializes in the field.