Hasta La Creative!

1. Understand how you want to use the technology and evaluate a vendor to make sure its capabilities match what you’re looking to get. This will likely mean doing more than evaluating a pitch deck, and moving into an in-depth demo or a hands-on test. “Most every company says the same thing: “We have the best tech, the best optimization and the best services,'” said Philip Smolin, senior VP-market solutions at Turn.

2. It seems obvious, but get as much information as possible up front about the tactics a vendor will use to reach your goals and their associated costs — including, for example, the price of ingredients such as additional data. If you don’t, the prospective partner could take a loss on a test to win the business, and adjust tactics once it is on your media plan.

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