The media landscape is currently going through an unparalleled period of change. We have the large consultancies battling to gain a slice of the media agencies pie; we’re seeing a number of acquisitions further consolidating the landscape, and now we’re entering the beginning of the battle for the telecoms to enter the media space at scale.
One of the biggest pieces of news in ad tech so far this year was the acquisition of AppNexus by AT&T. This acquisition, coupled with AT&T’s acquisition of Time Warner signalled a real statement of intent to fully enter into the media buying and selling space.
Currently, there is no industry-wide agreed definition of a Customer Data Platform (CDP), however, David Raab, Founder of the CDP Institute, defines a CDP as: “A marketer managed system that creates a persistent, unified, customer database that is accessible to other systems.”
Getting Technical: How to prepare for an RFP process
Posted by: The Programmatic Advisory
Running an RFP (Request for Proposal) process is often necessary to ensure that your marketing solution and partners are the best fits for your business needs. They provide a structure to ensure that the necessary information is received to make an informed investment decision.
Despite the benefits of the process, they can often be cumbersome, taking a lot of time and resource to execute. This is multiplied by the inclusion of multiple vendors and stakeholders so it is, therefore, crucial to ensure that an RFP process is planned well.
Programmatic (and digital marketing) has been under severe scrutiny in 2017; fraud, brand misplacement, incorrect measurement, non-viewable impressions and non-transparent buying practices all mean that if you’re an advertiser you’d be forgiven for thinking that programmatic was creating more problems than it solves, however, programmatic isn’t going away.
Recently P&G announced (link) they would be making changes to their programmatic tech stack by switching out Audience Science, a long-time partner and early innovator in the programmatic space and switching in a centralised global DMP (via Neustar) alongside a conveyor belt of demand side platforms dependent on their capabilities against a given brief for a given market. You can easily argue the pros and cons of this new approach but why this move is so fascinating (at least to me!) is that it has highlighted that there are a number of options an advertiser can opt for when approaching their programmatic technology stack.