Resource allocation is the process of evaluating resources and distributing them across marketing campaigns to achieve business goals. Sound easy? It's not. Effectively allocating resources is one of the hardest parts of digital marketing. But it is vitally important when deploying a full-funnel marketing strategy (see Pillar 1). It takes money, people, and time to plan, create, and execute compelling programmatic advertising campaigns for each phase of the customer journey. In this, the seventh and final chapter of our series on programmatic success, we explore best practices for effective resource allocation across programmatic advertising channels. Understand that time and resources are necessary The skyrocketing growth of digital programmatic advertising has created a rapid expansion of what marketers are expected to be proficient in. From tag management to data management to reporting results, the list can go on and on. It is a challenging spot to be in, not only as a newcomer entering the programmatic advertising landscape but also for agency leaders looking to hire and train new talent. In Pillar 5, we explained that programmatic campaigns need time to demonstrate results. After all, a robust media mix strategy includes many moving parts. Patience is often the key to successful [...]