You're not totally sure what optimizations the DSP is making and why and if they're the best thing for your business and the weights of the optimizations. Is it just towards the CPM or towards different KPIs? If you have multiple KPIs, that can be really challenging?
Part of the problem is we're only trading in one KPI, and the things we're now using require accuracy, and the only KPI we can trade on is money.
The methodology isn't transparent. We are strategists, and if we don't understand the strategy and how it's optimizing, how can we make the strategy better in order?
When you're optimizing with some sort of AI optimizer within a DSP, it'll add [audience] segments or lookalikes that cost more. You're not sure how to optimize in that way or control it.
#artificial-intelligence #programmatic-advertising #marketing-strategies #data-transparency #campaign-optimization
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