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If you’re reading this article you don’t need me to tell you that pricing in programmatic has been a hot discussion over the past three years. Transparency has been top of the agenda: the WFA first reported in 2014 that 79% of advertisers were dissatisfied with the level of transparency in their programmatic buys, and this dropped slowly to 71% in 2016 – a long way to go to get full satisfaction.
A recent report from the ANA stated that 35% of brands have in-housed their programmatic activity in some form. This hasn’t been driven entirely by transparency, but it certainly has been a major catalyst.
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.
We are incredibly excited to be partnering with ExchangeWire for our Programmatic Foundations training session on November 21st and November 22nd.
The two half day course will provide you with knowledge and understanding of the strategy and theory behind programmatic marketing and advertising, as well as the principles of implementation and execution. The course will enable you to consider the current landscape of technology solutions available, and how you can best leverage data and technology to reach your consumers.
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.
Some very quick thoughts on what we think are the six things anyone working with programmatic today needs to know.
1 – Campaign optimisation isn’t only ad opsCampaign optimisation is one of the biggest levers for effective delivery of media and therefore one of the biggest levers for business performanceA DSP is easy to use, as is Microsoft word, gmail and other commonly adopted pieces of software, but to think that makes campaign optimisation easy misses the point entirelyAutomation won’t replace the role of true campaign optimization, it will sit beside itAdvertisers need to better assess those who run their programmatic campaigns
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.
It is commonly known that programmatic inventory provides significant scale and efficiency when it comes to targeting audiences across devices and formats, but this needs to be planned carefully. In recent years, the programmatic inventory landscape has rapidly evolved, with more publishers leading a ‘programmatic-first’ mentality and, as a result, a wider array of formats becoming available programmatically across all devices. An in-depth look at available inventory in open ad exchanges over a 30-day period in the UK highlights that, despite these recent evolutions, the picture isn’t yet as rosy as you might think. James Diba, client partner at The Programmatic Advisory, shares some key findings from the analysis published in the consultancy’s recent whitepaper.
Since I read my first book on how the Internet works I have believed in a completely open Internet one whereby anyone can create or share content and I created many (really bad) websites and blogs to much enjoyment.Since starting in marketing nearly 10 years ago I have held the belief that an open industry is the best way for delivering the best user experiences with brands and therefore the most optimal marketing campaigns, but even with that context (of hating walled gardens which close off access in a variety of ways) I think the recent furore around brand safety and specifically brand safety on YouTube (a walled garden owned by Google) has gotten out of hand.
Programmatic advertising is expected to grow faster than all other digital mediums in 2017, becoming the principal method of trading digital display, according to media agency Zenith.The group’s Programmatic Marketing Forecasts report outlined findings from 41 key advertising markets and suggested that programmatic will grow 31% next year, outpacing social (up 25%) and online video (20%). It also predicted that a growing proportion of these other channels will be traded programmatically by the year’s end.