Tag Archives: dmp

Digital Transparency: Peeling the Programmatic Onion

A new survey from the ANA looking at how marketers are conducting their programmatic media buying, revealed that 85% of marketers are currently conducting programmatic initiatives, either in-house or with an agency. However, more than a third of respondents (35%) have reduced the role of their external agencies over the past year as a result of the expansion of their in-house programmatic media buying capabilities. This is a notable increase from a 2016 study that found only 14% of marketers in-housing programmatic.

Other key findings to emerge from the study included:

  • 78% of marketers are “concerned, or very concerned about brand safety and programmatic.”
  • Only 40% of marketers are comfortable with “the level of transparency about their programmatic media investments” with “hidden costs” a particular concern.
  • “Better audience targeting”, “building audience reach”, and “real-time optimization” were the top three cited benefits among marketers that opted to in-house.

It seems overall, transparency in programmatic is on the rise and non-disclosed models are in decline. But what is true transparency in programmatic?

The Programmatic Onion – Layers of Programmatic Transparency

the programmatic onion

Previously in programmatic, all the above layers of cost would be bundled into a CPM, CPA or CPC – for example, an advertiser would book a campaign with an agency or trading desk at $4 CPM with a minimum spend of $50k per month and all of the operating costs are covered.

Now, slowly, the costs are being unbundled from top to bottom of the programmatic supply chain as we peel back the layers of the programmatic onion. During this unbundling process, some of the people, contracts and relationships are shifting from 3rd parties and into advertisers themselves.

Not every marketer needs or wants to peel the onion. Outcomes based marketing is well suited to many, and certainly simplifies a complex ecosystem. But for many marketers, it seems there is an emerging need for transparency at every step of the supply chain, and a perception that this transparency can be better facilitated through direct relationships with publishers and tech.

Peeling the programmatic onion is a crucial exercise in transparency for our industry, an opportunity for agencies, tech vendors and publishers to build trust, and a key part of building spend in digital channels outside the Duopoly.

New Tech Heats Up APAC Ecommerce Market

Criteo launched two new solutions in APAC this week – Criteo Audience Match and Criteo Kinetic Design with Video – to help retailers and brands deliver seamless and relevant shopping experiences across all devices and channels.

Using customer relationship management (CRM) or data management platform (DMP) data to accurately target audiences across web, mobile browser and apps, Criteo Audience Match provides marketers with a new way to re-engage their customer base with paid display campaigns. Criteo has built a foundation of deterministic IDs within Criteo Shopper Graph, enabling beta customers to see a match rate of more than 60 percent of their existing client lists with online profiles.

Criteo Kinetic Design with Video automatically optimises every visual aspect of an ad to inspire and engage a shopper. Kinetic Design already allows for more than 17 trillion variations from one base design in display ads. This has been now expanded to incorporate video, creating personalized video ads that feature relevant products based on Criteo’s complete understanding of the shopper. These video ads are created automatically, on-the-fly, and appear across web and mobile.

“Collaboration in an open ecosystem levels the playing field and paves the way for commerce companies to shape their future. This is especially crucial for eCommerce companies in Asia-Pacific where the market is expected to grow to more than US$3 trillion by 2021,” said Huang Hanming, “We have developed Criteo Commerce Marketing Ecosystem to unleash the value of collaboration and the power of data to all who participate.”

As consumer video consumption continues to grow, Criteo’s clients can now use video to relevantly re-engage shoppers without production time, resources, or costs. Video is delivered in a non-intrusive manner to provide a seamless browsing experience – in app, in feed or on a website. Criteo’s video capability also allows marketers to take advantage of video ads on a cost-per-click basis.

“Understanding consumer purchasing behavior is challenging for retailers given that shoppers are on more platforms than ever before, with collected data being difficult to integrate and analyse, at scale,” said Alban Villani, General Manager, Southeast Asia, Hong Kong and Taiwan, Criteo. “To help retailers and brands overcome this challenge, Criteo Audience Match and Criteo Kinetic Design with Video, as part of a robust suite of commerce marketing technologies, will support the full shopper journey, enabling brands to create relevant and engaging experiences for customers online and offline.”

The launches were underpinned by a new study in collaboration with Forbes and titled highlighting the value of data collaboration to better meet customers’ needs, drive value and compete.

Story by Damian Duffy

The New Digital Advertising Ecosystem part III

For this latest post in our ongoing series looking at The New Digital Advertising Ecosystem, we wanted to go right back to basics, and look at an online advertising 101. Understanding the evolution of the Digital media market over the last decade is a crucial part of understanding what is happening now. Continue reading The New Digital Advertising Ecosystem part III

The New Digital Advertising Ecosystem Part II

We have already covered the new digital advertising ecosystem at a basic level in a previous post.

Here we wanted to start looking at things in a little more detail with the help of LUMA Partners. Continue reading The New Digital Advertising Ecosystem Part II

The New Digital Advertising Ecosystem

Digital is evolving, but the new data-driven real time advertising ecosystem can be confusing.

In an attempt to bring some much needed transparency to ad exchanges and display, Ad Exchanger have a great series of posts dealing with some common questions.

Let us know if there are any other issues you think need a simple explanation, and we can help with answers.