Many moons ago on Marketing Land, there was some information that helped cover four strategic phases of lean display advertising. In the first part, you had to choose your initial campaign tactics to later observe which ones show the most potential for further optimization and scaling. Here, most of the campaign tactics are covered that show programmatic ad buying, or real time bidding platforms.
Ratko Vidakovic has written up a column that describes these tactics, and why they’re important, and how they work. Check out the full article on Marketing Land by following the link below:
http://marketingland.com/programmatic-ad-buying-a-tactical-primer-61357