--- title: Getting your business fit for Programmatic description: Discover how to get your business fit for programmatic and how to implement your strategy image: https://news.keplergrp.com/hubfs/Imported_Blog_Media/pexels-photo-776654-1.jpeg --- [![IM-Kepler-logo](https://news.keplergrp.com/hs-fs/hubfs/IM-Kepler-logo.png?width=1323&name=IM-Kepler-logo.png "IM-Kepler-logo")](https://www.infectiousmedia.com) - [Digital Media Agency](https://www.infectiousmedia.com/digital-media-agency) - [In-housing Consultancy](https://www.infectiousmedia.com/in-house-consultancy) - [Our Technology](https://www.infectiousmedia.com/our-technology) - [Resources](https://info.infectiousmedia.com/resources) - [Blog](https://blog.infectiousmedia.com) - [About Us](https://www.infectiousmedia.com/about-us) - [Careers](https://www.infectiousmedia.com/careers) - [Contact Us](https://www.infectiousmedia.com/contact) - Topics: - [Strategy](https://blog.infectiousmedia.com/tag/strategy) - [Analytics](https://blog.infectiousmedia.com/tag/analytics) - [Technology](https://blog.infectiousmedia.com/tag/technology) - [News](https://blog.infectiousmedia.com/tag/news) # Getting your business fit for Programmatic [Strategy](https://news.keplergrp.com/tag/strategy) By: [Marketing](https://news.keplergrp.com/author/marketing) Apr 4, 2018 #### Everything you need to know about programmatic series featuring extracts from our co-authored guide with ISBA - This extract is taken from Vol Three ... [Download the full guides here](http://info.infectiousmedia.com/isba-guides-to-programmatic).   ![pexels-photo-776654-1](https://news.keplergrp.com/hs-fs/hubfs/Imported_Blog_Media/pexels-photo-776654-1.jpeg?width=640&height=355&name=pexels-photo-776654-1.jpeg) Programmatic is disruptive technology. It is the advertisers that are willing to adapt to the disruption that will benefit the most.   **[Download the ISBA & Infectious Media Guide to Programmatic.](http://info.infectiousmedia.com/isba-guides-to-programmatic)**   “Legacy measurement can often derail strong programmatic strategies. I saw this first hand when working with a large UK advertiser who completely bought into the concept of programmatic advertising, but weren’t ready to adapt their business to benefit. The client wanted to show branding adverts to users that were early in the customer journey. This would create a pool of more engaged users to target with performance driven ads. However, there was internal pressure in the business to directly attribute revenue to that brand spend and to justify it with a performance measurement, which would never work. The client hadn’t shifted their measurement model internally to align with the strategy. It’s a shame because they had a progressive end goal, but they just didn’t have the basics in place to achieve it.” *James Coulson, Business Director, Infectious Media*  **[![](https://news.keplergrp.com/hs-fs/hubfs/Imported_Blog_Media/isba12.png?width=524&height=341&name=isba12.png)](http://resources.infectiousmedia.com.pages.services/isba-programmatic-guide-volume-3/?ts=1474020753)**   This is quite an extreme example of not adapting to the opportunity, but as digital marketers are planning more advanced programmatic campaigns, educating and communicating the benefits to other departments can be difficult. For programmatic to work, marketers need buy-in from a number of internal stakeholders including other marketing teams, finance, procurement, technology, and data. Advertisers who realise this early on and bring these teams on board as they progress are far more likely to succeed in the near term. **[Download the ISBA & Infectious Media Guide to Programmatic.](http://info.infectiousmedia.com/isba-guides-to-programmatic)** ## How to implement your strategy The programmatic ecosystem can look crowded and confusing. Working out who does what and splitting the offers from different companies into specific value buckets without an in-depth knowledge of the industry can be challenging.   In the last couple of years advertisers’ approach to programmatic has been maturing. There has been an influx of well put together competitive programmatic briefs from advertisers that have demonstrated a full knowledge of what is needed for successful campaigns.   However, the choice comes down to how much advertisers are willing to commit and how high they have set their programmatic objectives.   ![](https://news.keplergrp.com/hs-fs/hubfs/Imported_Blog_Media/isba3.png?width=622&height=454&name=isba3.png) The following blog post is an examination of the four principle offerings allowing advertisers to get involved with programmatic advertising: ad-networks, agency trading desks, independent specialists and in-house solutions.   **[Download the ISBA & Infectious Media Guide to Programmatic.](http://info.infectiousmedia.com/isba-guides-to-programmatic)**     SHARE: [![Share on Facebook](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-fb.svg)](http://www.facebook.com/share.php?u=https%3A%2F%2Fnews.keplergrp.com%2Fgetting-your-business-fit-for-programmatic%3Futm_medium%3Dsocial%26utm_source%3Dfacebook) [![Share on LinkedIn](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-linkedin.svg)](http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fnews.keplergrp.com%2Fgetting-your-business-fit-for-programmatic%3Futm_medium%3Dsocial%26utm_source%3Dlinkedin) [![Share on Twitter](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-twitter.svg)](https://twitter.com/intent/tweet?original_referer=https%3A%2F%2Fnews.keplergrp.com%2Fgetting-your-business-fit-for-programmatic%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&url=https%3A%2F%2Fnews.keplergrp.com%2Fgetting-your-business-fit-for-programmatic%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&source=tweetbutton&text=Getting%20your%20business%20fit%20for%20Programmatic) [![Share on Email](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-mail.svg)](mailto:?subject=Check%20out%20https%3A%2F%2Fnews.keplergrp.com%2Fgetting-your-business-fit-for-programmatic%3Futm_medium%3Dsocial%26utm_source%3Demail%20&body=Check%20out%20https%3A%2F%2Fnews.keplergrp.com%2Fgetting-your-business-fit-for-programmatic%3Futm_medium%3Dsocial%26utm_source%3Demail) More articles you might find interesting: [![Why corporate morality will define the next step in the evolution of digital marketing](https://news.keplergrp.com/hubfs/WARC_Blog-Banner.png)](https://news.keplergrp.com/why-corporate-morality-will-define-the-next-step-in-the-evolution-of-digital-marketing) #### [Why corporate morality will define the next step in the evolution of digital marketing](https://news.keplergrp.com/why-corporate-morality-will-define-the-next-step-in-the-evolution-of-digital-marketing) [Read More](https://news.keplergrp.com/why-corporate-morality-will-define-the-next-step-in-the-evolution-of-digital-marketing) [![How advertisers can prepare for the iOS14 changes on Facebook Advertising](https://news.keplergrp.com/hubfs/FB_Prepare-Blog%20(3).png)](https://news.keplergrp.com/how-advertisers-can-prepare-for-the-ios14-changes-on-facebook-advertising) #### [How advertisers can prepare for the iOS14 changes on Facebook Advertising](https://news.keplergrp.com/how-advertisers-can-prepare-for-the-ios14-changes-on-facebook-advertising) [Read More](https://news.keplergrp.com/how-advertisers-can-prepare-for-the-ios14-changes-on-facebook-advertising) [Back to blog home](http://blog.infectiousmedia.com) ![](https://news.keplergrp.com/hubfs/Imported_Blog_Media/pexels-photo-776654-1.jpeg) ### Categories - [Analytics (20)](https://news.keplergrp.com/tag/analytics) - [News (49)](https://news.keplergrp.com/tag/news) - [Strategy (71)](https://news.keplergrp.com/tag/strategy) - [Technology (17)](https://news.keplergrp.com/tag/technology) ### Get exclusive programmatic insight Learn how to get more out of programmatic advertising with our monthly newsletter, filled with the most popular content from our blog. [Strategy](https://news.keplergrp.com/tag/strategy) By: [Marketing](https://news.keplergrp.com/author/marketing) Apr 4, 2018 Get monthly programmatic insights into your inbox [![IM-Kepler-logo-white](https://news.keplergrp.com/hs-fs/hubfs/IM-Kepler-logo-white.png?width=180&name=IM-Kepler-logo-white.png "IM-Kepler-logo-white")](http://www.infectiousmedia.com) [Consumer Privacy policy](https://www.infectiousmedia.com/end-user-privacy-notice/) [Cookie policy](http://www.infectiousmedia.com/cookie-policy/) [Anti-modern slavery statement](https://www.infectiousmedia.com/anti-modern-slavery-statement/) Copyright 2021