May 01 2014

Why CRAFT built Levers

Posted by: CRAFT

Programmatic ad buying, which is what CRAFT Levers does, plugs into and enhances every part of a campaign.

As the latest installment of AdExchanger’s Data-Driven Thinking points out, programmatic advertising, while not a strategy in and of itself, is strategic in its application.

Programmatic is the hub at the center of any integrated digital marketing effort.

In addition, programmatic buying opens the doors to insights buyers don’t normally get from digital ad campaigns:

“Often times campaign optimization reveals niche markets that tend to engage with ads but were previously unbeknownst to a brand.”

CRAFT built its own agency trading desk to bring our core philosophy of campaign integration across channels to the digital advertising practice.

Learn more about CRAFT Levers.