Prospecting Programmatically As we all know that digital display and video advertising come under the upper funnel of the overall marketing strategies for most businesses. These are push strategies or prospecting strategies where we aim to reach as many prospective customers as possible in order to educate them about the product and create an affinity among them for the business's offerings. Programmatic Advertising hence empowers us with the ability to be able to reach the right audiences at the right time using advanced machine learning algorithms backed by the individual internet user's data. The Google Display & Video 360 is one of the leading Demand Side Platforms (DSPs) in the market used by advertisers/agencies to trade digital ad inventory in real time. Today,

The Campaign Manager is a well-renowned platform across the advertising industry and one amongst the various products offered under the Google Marketing Platform. It is widely used by several premium advertisers and agencies to run their digital campaigns on websites and mobile devices. Tracking is the process and methodology of collecting information with the purpose of analysing the captured data for making informed decisions. It plays a prominent role in the analysis of Campaign Performance as it provides key insights on how to allocate a contracted budget to different digital channels to extract the maximum Return on Investment. 1x1’s are commonly known by many names such as beacons, pixels, trackers, or bugs. Although they serve the same purpose, functionality on how they