The nuances of 4 media buying strategies


 

imedialogoThis post originally appeared on iMedia Connection on November 6, 2013

By Douglas Melchior, Technical Product Manager

To hear some tell it, if it’s quality you want from your digital inventory, you need to open your wallet wide and buy it directly from a publisher. Others say that direct buys are going the way of rotary phones — savvy marketers should stick to programmatic buying, period.

Fortunately, digital media acquisition isn’t so black and white anymore. In fact, it’s highly nuanced, and the real savvy marketers let their campaign goals drive their buying strategy. Below are four techniques for purchasing inventory, all of which deliver specific advertiser goals.

Check out how direct buys, direct buys with decisioning, private exchanges and open exchanges can help meet different campaign goals over at iMedia Connection!