Having a single view of your customer is not adequate in the programmatic age – Data that is collected from multiple touch points – desktop, mobile, etc. – have to be unified in order to follow a customer’s journey through the buying process. Having data points in silos increases the chance of losing the purchase.
Using low-quality data without testing will reduce yield – weak data requires small scale testing before going full-bore into a campaign.
Applying a non-strategic view of programmatic inventory – quality above quantity is the right way to approach the audience. Fewer well placed ads are more effective than a mass of poorly targeted ads.
Acting for the short-term is a mistake – when adding a new technology it is best to have a long term plan – looking out several years. That way new technology can be viewed with a eye toward future growth.
Not having upper-management and company-wide buy-in for adding new technology or trying experimental approaches sets one up for second guessing. The culture has to change with the technology.
Failing to use the same lingo. Don’t assume that everyone understands what is meant by terms like “programmatic” – online media context may be different than in offline. Trouble will follow if you are not speaking from the same dictionary.
Doing nothing – technology trends like programmatic are not going away. They will steamroll you (to use an old phrase) if you don’t include them in your scheme.