What is essential for good online advertising?

Aligning the advertiser, agency, and technology provider is fundamental for effective online advertising because it ensures that all parties work together toward common objectives. This alignment facilitates clear communication, shared goals, and optimized strategies that leverage the strengths of each party. When these stakeholders collaborate, they can create targeted campaigns that are tailored to the specific needs and preferences of the audience, leading to improved engagement and higher conversion rates.

In contrast, focusing only on impressions may overlook the importance of engagement and conversion metrics, which are vital for assessing the success of an advertising campaign. Using the same strategy for every campaign ignores the necessity of customizing tactics based on the unique characteristics of different audiences, products, and market conditions. Relying solely on automated bidding can limit the strategic insight and creativity that human marketers bring to the table, potentially missing out on opportunities for optimization. Thus, collaboration and alignment among key players are critical for achieving great results in online advertising.