Programmatic is no longer just a buzzword. It’s a growing groundswell within the ad realm that shows no signs of slowing. In fact, eMarketer estimated that programmatic would make up 25% of the $58.6 billion in digital advertising spent in 2015. But while it’s clear that the automatic buying and selling of digital ads is poised to make an even bigger impact in 2016, many in the industry are still grappling with one big question: How do I measure it?

Hipmunk, a comprehensive travel search site, recently partnered with media firm Chong + Koster to build a programmatic digital advertising strategy to precisely and cost effectively market to key audiences. But Hipmunk knew having a strategy was only half the battle. To understand if the campaign was meeting its goal of driving brand awareness, the teams leveraged Nielsen Digital Brand Effect to measure the impact of the programmatic campaign.