Mediaboss Marketing

This article is sponsored by Xandr.

In todays resource-constrained world, marketers and agencies are paying more attention to how far their digital investment goes. While each buy-side customer will have a slightly different mix of goals for their digital campaigns, three overarching areas of focus are emerging:

Supply path advantage: First, marketers and agencies need affirmation that they are investing in premium supply in a cost-efficient way. This is crucial to ensure that media dollars go as far as possible. On top of that, they want assurance that theyre purchasing media in brand-safe and performant environments.

Identity across screens: Buy-side customers want to guarantee that their advertising campaigns will reach target audiences in an effective, relevant and streamlined way. Customers are also increasingly screen agnostic, seeking flexibility in how they activate audiences, regardless of device or channel. Identity solutions are key to providing a holistic, sophisticated advertising experience that takes into account the disparate channels and screens on which consumers engage with media.

Effective measurement: Return on investment is increasingly becoming the only KPI that matters across both online and offline channels. In reaction to an unpredictable landscape, more marketers seek to drive toward real-world outcomes. To do so, they require the ability to quickly iterate on their campaign targets and budgets.

Despite the apparent benefits of these self-service platforms, some buyers continue to have lingering concerns about their transparency. They also worry that these platforms operate in service of the platform owner, not the client.

To be sure, walled gardens dont provide adequate transparency into pricing, placement or measurement and there are valid concerns around transparency in the programmatic ecosystem too. But these concerns dont invalidate the challenges posed by IO-only models, particularly as marketers investment priorities continue to shift in 2021 and beyond. In light of this, lets explore a few programmatic myths and realities that demonstrate why buy-side customers should feel confident turning to these platforms to address their core needs.

Myth #1: IOs and managed service partnerships are the only way to retain investment scale and strategic control in media transactions.

Myth #2: Technology can't replicate my direct buys and be leveraged across Advanced TV.

Myth #3: Direct relationships ensure my media investment goes toward premium inventory.

Myth #4: Platforms operate in service of the platform owner not a publisher, client or total ecosystem.

As advertisers and publishers continue to look for more simplified ways of buying to unlock greater ROI and flexibility across screens and channels, bringing together media, data and technology will continue to be increasingly important. As more formats across screens become programmatically available in 2021 in both digital and TV-like environments there is an even greater opportunity for programmatic platforms to represent the majority of ad spending.

See the article here:
4 Reasons Buyers Should Feel Confident Turning To Programmatic Platforms In 2021 And Beyond - AdExchanger