Sarojini packirisamy

Could you help me understand more about Helping us a note about your background by giving a brief introduction of yourselves. Uh, Yeah. Sure. Um, I'm Sarojini. I was a account manager at a programmatic, uh, sorry. I was a programmatic account manager at. I have a 8 plus years experience in this, uh, digital marketing. Uh, in the previous role, uh, I handle a team of 6 members. My team is responsible for end to end campaign management such as ad trafficking, um, and then troubleshooting campaigns, and then a little bit of optimizations. In my, uh, area stage of my career, I started, uh, I started my journey in search marketing projects. Uh, in the projects I done, um, I just done the, uh, reporting part and then keyword build and then add copies creations at, uh, that was a little bit. Uh, but I I was very comfortable in reporting part, uh, in the stage. Uh, I have used Google AdWords. Sorry. Nowadays, it is called as Google Ads. That's it. And then, uh, I moved to the social media projects. Uh, actually, uh, that was very critical. Why you mean it was critical? Uh, because when when I moved to the project, the project status were very bad because, uh, they, uh, client cut off the pay based on our error quality, uh, so that client decided to decrease our available resources, uh, 7 to 2. Uh, at that moment, I got the project based on my, uh, ability that is problem solving. And then, uh, I'm, uh, I have a expert, uh, I'm a expert in handling complex tasks with patients so that my manager decide to move me. Uh, I believe I've done the project very successfully. Because of the project, I got many rewards, and then, uh, I um, increased the billable amount, uh, billable, uh, resources, uh, 2 to 50. That was my biggest achievement in the digital marketing carrier. Uh, that means a lot, uh, for me. After that, I moved into the programmatic sections. Um, first, uh, any eBay projects, I just done, uh, that that was a d DFP. Uh, in that I just had an ad trafficking port, uh, ad traffic port. Then I moved it to the d v 360 and media. In the projects, I done ad trafficking, uh, troubleshooting, and then little bit of optimization using, uh, resource tools. Um, I have used the media math, uh, and DV 360 DSP, uh, for a for 4 years. That was my lost experience. And then, uh, you know, uh, I'll let you know about, uh, media math was band corrected at the time so that I moved it to another project that is a c s m r s that is related to, uh, c m three sixteen that I just returned the um, at, uh, click trackers and, uh, just implement just generate the click trackers and impression trackers and then given to the client. That that was my experience.

Okay. Next 1, uh, describe the process of setting up a test to evaluate a new bidding strategies on, um, d g three sixty. Okay. Perfect. Uh, in d p three sixty, uh, we have to follow the right guy, uh, hierarchy that is first 1 is partner account, uh, then advertiser, uh, then campaign, then IO, uh, then line items. Uh, for YouTube campaigns, we have to use ad groups. Uh, that is another one. Uh, it ad group is only, uh, available for YouTube campaigns. 1st, we need to select the, partner account. Uh, actually, in d v three sixty, uh, in my previous experience, I I know, uh, we don't have a individual account for our d v three sixty because, uh, they need, uh, if we need a, we need to, uh, pro, uh, we need to achieve 10,000 impression per day something. Uh, we have to follow the criteria, uh, so that, uh, I use the client account. Uh, in that, uh, I just enter the partner account and then move to advertiser part, then, uh, then I select the advertiser. If, uh, then, uh, actually, if it is a old account, uh, we need to we do not need to, uh, set any other settings in the advertisement part. Uh, if it is a new strategy means we need to set, um, we need to set, uh, advertisement, uh, advertiser settings, like that billing, uh, billing portions and then, um, currency, we have to set. And then name of the advertisers, uh, then website link, we have to set, and then move it to the campaign. Uh, in that campaign, uh, we just, uh, we just enter the details, name, of flight date, uh, and then status. Status is very important. Uh, each criteria have that options. Uh, in a advertiser level also, we have a optional, like, status, and then we need to set, um, goal. Um, actually, uh, if suppose, uh, we, uh, we are adding, uh, line item, uh, budgets and that is flight. It means, uh, the whole line item perform based on the line item settings, not on, uh, not based on the, uh, campaign settings. So, uh, if the campaign settings is optional sometimes. Uh, so budget and then frequency cap, uh, like the settings we have to update, and then, uh, we go to the. Uh, in the, there are the 3 options. Uh, 1 is, uh, I move, uh, in d v three sixty three option. 1 is a RTB TV story. Uh, mostly, I have to select, uh, TB because, uh, in my previous, uh, I just returned the RTB. So, uh, if it is a real time meeting, so you have to select real time bidding and then go to the line item. Line in the line item, we have to select all the settings, goals, bid strategy, frequency cap data, targeting inventory sources like that we have to set. Uh, in the big, uh, big strategy, it is important. Uh, and then we need to select the creatives and advertiser level, and then, um, we have to set, uh, select, uh, creatives under, uh, under the, uh, line

Can you disconnect an experience that you use the MS of tools to analyze and present campaign data? Can you describe an experience value in the Surface tools? To analyze and present campaign data. Mhmm. Yeah. MS office, we have, uh, we have so many, uh, tools for that. Uh, MS office is an app. Uh, we need to go for that and then open any other, uh, if we have, uh, any other document means, uh, we can, uh, open it and, uh, through Excel, uh, and then documents, uh, sorry, and then Outlook, uh, Outlook, like, options we have. So using MS Office tools. Uh, we are using, uh, MS Office, uh, tools such as spreadsheets, spec sheets, and then online Excel sheets. These are the, uh, MS, uh, the these are included in the MS office. Most probably, we are, uh, we, uh, they were used, uh, Excel sheets, uh, to prepare and analyze campaign data. Um, uh, actually, in that portal, uh, sorry. In the UI platform, we have options to download the reports via CSV and then Excel, uh, Excel, uh, like that options we, uh, we are in the reporting UI. Uh, we just download the report, uh, using that options and then, uh, open the, uh, file, uh, in MS Office tool and then analyze the data. These are my experience. Uh, use the MS Office tools to analyze and press, uh, analyze and present campaigns. If you you need to edit any data means, we have options to edit on it. Uh, so

Describe a scenario in which you have to manage a conflict between client objectives. Yeah. Uh, that that was a great questions. Actually, sometimes it happens because, uh, actually, based on the media plan only, we have to build camp we have to create campaigns, uh, that is we have to execute campaigns. Uh, based on that, uh, we have to do. But in sometimes, uh, suppose client, uh, I have a one experience on that, Uh, in previous, that, uh, client used the fixed CPM, uh, that is automatic, uh, big CPM, uh, in the line item, but client want to do the, uh, want to use a big multiplier. Uh, actually, uh, we do not use big multiplier in, uh, automate, uh, automated, uh, bit settings because, um, we have to increase, uh, borders mean wealth care means. We have to increase or decrease line item, fix the CPM, uh, bit, uh, based on the different criteria. So, uh, in the, uh, if we said, uh, if we have a fixed CPM means, then then only we have to use a bit multiplier. So, uh, sometimes, uh, it happens. On the situation, we just provided the uh, documentations based on the big multiplier usages and then, uh, send it to the client. Uh, and, also, we have, uh, we have another options, uh, in comment section, actually, in using, uh, Slack or any other Microsoft Teams, we have to, uh, we have options to communicate with the clients. So, uh, on that, we just, uh, take a photograph of that. Uh, sorry. Uh, take a screenshot of that and then send it to the client. Send it to the client. That was my experience. Oh, uh, actually, we are not humans. We are not know about, uh, all things about the pro programmatic or any other platform. So, uh, we just go through the articles and then, uh, every everything. It's supposed we cannot do the, uh, settings means they just go through the article and then read and then take a a screenshot of that and then, uh, take a link for that and then send it to the client, uh, kind because, uh, that was the greatest, um, that was created. Uh, we believe, uh, the clear communications is a greatest, uh, good foundations for the, uh, successful projects. So, uh, I believe I just send the, uh, article link, uh, to the client, uh, and then highlights the point. Uh, highlight the points and send it to the client.

What are the first steps you take to troubleshoot your programmatic campaign that is not delivering as expected? Okay. Uh, that was a good questions. Actually, 1st step, uh, for, uh, not delivering campaigns. Uh, first, I just check if the line item is deli is not delivered or else, uh, or else it has a limited. First, I need to confirm that after that, uh, I just checked the dates and budgets of line item. I will campaign everything. Uh, it's supposed, uh, existed or not. And then, uh, and then I just go to check the creative status. Uh, at least we have 1, uh, approved creatives in under the line item. Uh, and then and then we need to use, uh, any standard size. Uh, this was helpful to, uh, uh, this was helpful to, uh, or getting more impressions, uh, impressions or clicks, uh, like that. Uh, that that was, uh, in that was a performance imp improver. Uh, so we need to set, uh, 1 standard size, and then I have to check creative status. And then, uh, next, uh, I, uh, and then I'll just check if it is, uh, if the deal, uh, if the campaign, uh, if the campaign has deals, the first, we need to check the d, uh, d, uh, exchange. Uh, it's supposed if it is, uh, Google Adex deals means, uh, creators must, uh, should, uh, must or should approved in Google ADS. So I just check, uh, creative status and, uh, exchange, uh, create, uh, exchange creative state. Uh, I just checked the creative state, uh, status of exchanges. And then, uh, after that, I'll just check frequency cap. Uh, it's supposed, uh, sometimes, uh, targeting options, uh, just interrupted the performances, uh, or, uh, drop down the performances. So I just, uh, check the frequency cap and targeting options, uh, and then I check a viewability report, uh, to find out, uh, which one causes a spike. It is desktop or mobile. Uh, like that, we have to check, uh, and then check the bridge that is bidding bidding options and then optimization option. And then we have options like, uh, impression, uh, lost, uh, troubleshooting impression impression what the widget we have. So using that, um, we just find out what is the blocker, uh, blocker of, uh, impressions. That's it. Uh, and then, uh, and then 1 more point, if, uh, we are you, uh, if we have, uh, if we are to use the, uh, any and, uh, logic, uh, in between the targeting options means sometimes it, uh, sometimes it creates a conflict, uh, so that, uh, sometimes it blocks our, uh, performances. So I just, uh, ensure that, uh, if the and, uh, and logic using targetings have connections or not. That, uh, that's the part I just check.

Can you explain how frequency camping works and why it is important and problematic campaign advertising? Okay. Uh, actually, um, what does mean frequency cap? Frequency cap, sir, Number of times a user can see, uh, ad, uh, see ad within a given period of time. Uh, number of times, uh, user sees ad. Same user sees ad, uh, within a given period of time. Uh, that means a frequency cap. If I set, uh, if I set frequency cap, 2 per, uh, day means a person see ad for 2 times per day. That is the logic. Uh, it works, uh, it works based on based on the settings in campaign level. Uh, in line item level, we have options, Uh, we have options, uh, like a frequency cap. In level, uh, we, uh, we set 2, uh, frequency cap 2 uh, per day means. Uh, 2 per day. Uh, but in the line item level, uh, in level 2 per day, in the line item of 5 by 5 per day means, uh, in that scenario, uh, the line item works based on the campaign, uh, levels, uh, frequency kept settings. Uh, so frequency kept is very important for our, um, important for our campaign performances. So, uh, that is very important. Uh, why it is important in programmatic advertising means, uh, it's suppose, uh, we have, um, uh, we have a, uh, brand awareness campaign. In the brand awareness campaigns, uh, if it is not, uh, delivering, uh, not, uh, uh, exiting the client expirations means, we just check first thing, we have to check, uh, frequency cap. If it is more, uh, frequency cap means it affecting our, uh, performances. So we we we need to reduce the frequency cap. Uh, we need to reduce the frequency cap to the goal. So that is very important that is very important in programmatic advertising. Actually, frequency cap is related to impressions. Uh, it is also related to reach. So, uh, the, uh, these, uh, impressions reach these two factors are, uh, blindly connected with the frequency camps. So, uh, it is very important to keep the frequency camp, uh, very, uh, keep the frequency cap very, uh, restrictive for, uh, goal settings based on the goal settings. Actually, frequency caps works differently for, uh, uh, display and video campaigns.

Function of third party ad hoc and programmatic advertising. Yeah. Um, actually, uh, instead of, uh, ad set, we have used a third party ad tag. Uh, in programmatic, uh, in programmatic advertising. Uh, actually, uh, for example, uh, DCM is a ad server. Uh, we are, uh, for 1, uh, in d b three sixty, we are using, uh, 1 creator, uh, hosted with, uh, 1 creative, uh, 1 creator that has a ad tag, uh, which is hosted with the means, uh, we have to use, uh, DCM ad tags. Uh, in, uh, actually, uh, we have a article. Uh, we we have so, uh, we have an article. We we have so many ad servers. Uh, we are currently using in the d v three sixty. Flashback, Sysmec, um, Sysmec, and then DCM. If, uh, yeah, DCM instead of uploading asset, we are using third party, uh, tags. Uh, we need to first, uh, actually, uh, client only given the third party tags to us, uh, for implementations in our, uh, d v three sixty that is DCM platform is, uh, they just, uh, provide a JavaScript apps or a Iframe tag or anything, uh, any tags, uh, from, uh, from these same servers, we just, um, we just copy and paste it in the creative, uh, creative settings, uh, and creative settings. Uh, how it is works means, uh, if, uh, if suppose we are added asset, uh, in the creator main, they they are not having any other third party, uh, call, uh, for the tagger because we we are just upload, uh, images like that in the in our DSP. But, uh, in the, uh, but, um, we are using any third parties, uh, app server tag list. They, uh, if suppose a user visits the website, uh, the website and click the ad means the, uh, first, uh, when user, uh, enters the website, uh, the creator calls upon the third party to show the ad to the user. And then, uh, hand the data showing if suppose, uh, the user clicks the click, then, again, they will call upon the d s d c m d c m or any other third party ad servers. Uh, and then, uh, they, um, counted the click, uh, in the, uh, third party ad servers, uh, but not on the DSP side. So that we are in the 3rd party ad tag, we are using some macros. That is click macros. Uh, if suppose we added the click macros and the 3rd party ad tag means, uh, in our side also in our DSP also, we have countered the click and the impressions. So these are the functions of the party attack in programmatic advertising.

What metrics would you focus on to understand the effectiveness of How do you focus on to understand the effectiveness of a campaign? Okay. In programmatic advertising, Uh, we are we are prioritized more metrics, uh, which includes impressions, clicks, conversions, ROAS. These are the prioritized, uh, metrics. Uh, we are using these, uh, these as KPI. Uh, KPI, that is key performance indicated. The, uh, these are the metricses. Uh, these KPI, that is impression, uh, click conversion, or always. These KPIs helps us to, uh, this helps us to, uh, help us to improve the performance and then monitor monitor the campaign, uh, effectively, uh, effectively and, uh, sorry. What what I say is actually, the, uh, these are the key performance indicator. That is impression, click, uh, conversion on our ways in programmatic advertising. And, uh, these, uh, these, uh, KPI help us to reach, uh, help us to measure reach, engagement, effectiveness, and, uh, overall performances of the campaign. So, uh, these are the metrics, uh, we, uh, we need to focus and understand it. It does impressions, clicks, conversions, and ROAS. These are the main, uh

What does some I don't see optimization techniques. You can employ Uh, Yeah. I have a one examples. Uh, actually, client uh, want to, uh, improve the uh-uh, actually, we have a campaign like a brand awareness campaign. Um, client want to, uh, reduce CPM. Uh, so, um, in the mind, first thing, uh, if we want to reduce, uh, CPM means, first suggestions, I just give, uh, reduce frequency cap and then, um, block list, uh, some lower performing site list site list like that. And then, uh, okay, and then, uh, limiting the targeting capabilities. But after that, client, uh, wouldn't want to change the targeting options. Uh, and then, uh, if they reduce frequency campaigns, um, actually, campaign goal is, uh, brand awareness. Uh, so, uh, if frequency cap, um, the, uh, frequency cap would affect, uh, would affect the impressions. Uh, if suppose, uh, they, uh, affect the impression means, uh, KPI also affected, so we cannot reduce the frequency cap. Uh, what are the other options? They they wouldn't want to, uh, change the targeting options. Uh, so that, uh, after that, I just given given one more option such as viewability. Viewability also, uh, viewability are also very restrictive, uh, for getting impressions. Uh, so but and then we suggest, uh, suggest to use big multiplayer. Uh, the, uh, these are the very best, uh, technique, uh, to increase or decrease the bit, uh, fix the CPM bit based on different criteria. So, uh, we just provided the recommendations like, uh, bit multiplier using. If suppose, uh, the campaign, uh, performing more on desktop means, uh, less in mobile means they just, uh, provided insights to set a bit multiplier. Uh, that is, uh, if if we set a 2 bit multiplier and, uh, desktop means, uh, they, um, desktop only having that option, sir. Uh, it it it won't affect the mobile, uh, delivery and then CPM. So, uh, we just provided the the options, uh, in that, um, actually, in, uh, programmatic advertising, we have another options that is, uh, in recently, uh, we are having, uh, cookie less, uh, we are moving into the cookie less future. So, uh, contextual targeting is the most important thing, uh, for, uh, cookie less future. So we just recommended, uh, them to use contextual targeting, adding, and then block listing cyclist, and then use a big multiplayer, and then, uh, help with the help