Google launches “marketer friendly” 5-step guide for programmatic trading

Google has today released a handy five-step guide on how best to negotiate the tricky terrain of programmatic trading for brand marketers.

Complete with case studies from brands including Nike, Nestle and Talk Talk, the playbook is Google’s first guide to specifically cater to the thirsty programmatic student.

Google’s client development lead Patrice Harvey said: “Naturally brand marketers heard about programmatic and wanted to understand the hype, but weren’t necessarily structured organisationally in a way to be able to work it well. They felt their agencies were in a similar situation and could all use some help.

“Even brands like Google need a bit of help understanding how they can use programmatic to really reap the benefits of where they may previously have been working in TV or offline,” she said.

“That’s why we put together this playbook – written in non-technical language, in marketer-friendly terms. It is written from the lens of what is specifically important to brands – so looking at how to achieve reach and frequency and get audience insights from it. Playbook is meant to be a step-by-step guide on how to achieve success in programmatic advertising,” she said.

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