Why a feedback loop in programmatic advertising is vital | Talent Matters Podcast
EP208 | Programmatic advertising and the evolution of recruitment media | Dave talks to… Ryan Bridgman 🎧 https://open.spotify.com/episode/1j2LYvbPEbm7WSXJHBz2MW?si=2-tNTyQ6TQifJoDAExtCmg 📖 https://wave-rs.co.uk/blog/dave-talks-to-ryan-bridgman/ --- The success or otherwise of your programmatic advertising campaign relies on the efficacy of your feedback loop. Direct feedback or feedback via a third party tool allows you to understand your ROI and whether your campaign is working or not. What is a feedback loop? It’s a way of telling the ad publisher which of the assets (whether an email, or a classified job listing, or a branded display ad, or something else – the asset is the content vehicle) are converting into desired outcomes. Programmatic advertising is super effective because the relevance of the content – and therefore the candidates that click and hopefully apply – is unparalleled. However, if you aren’t able to provide effective feedback, and so not use those assets effectively, the quality of the data won’t be optimised and the entire campaign won’t work as well. As more and more traditional job boards begin to offer this model, some may wonder if we’re witnessing the slow decline of traditional fixed cost adverts. However, not everyone is ready to avail of it exactly because they don’t have the feedback loops in place and that is important to acknowledge.
