The ‘Meta-Platform’: Australia’s Answer To Programmatic Problems

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Many marketers are yet to fully grasp the power of programmatic, but thanks to machine intelligence, a locally-engineered platform has radically simplified this challenge for them…

The digital media landscape is maturing at a rapid rate, and as such, it’s becoming a hell of a lot harder for marketers to navigate their way through.

Couple this with customers’ increasing list of demands, and the pressure is firmly on marketers now more than ever to get some serious bang for their buck through innovation. Their ultimate goal: become more agile.

McKinsey defines agile marketing as “using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating.

“At scale, a high-functioning agile marketing organisation can run hundreds of campaigns simultaneously and multiple new ideas every week.”

Programmatic is one such innovation marketers are increasingly embracing to improve their agility. However, adopting and understanding this process is by no means a walk in the park.

Firstly, there’s the dilemma of working out which channels to target and then which of the numerous programmatic platforms marketers need to do so.

DSPs such as Google Marketing Platform, The Trade Desk and DataXu all offer specific benefits to marketers, but as the digital landscape becomes more complex, the reality is that no single platform is the silver bullet.

This means marketers are forced to operate across multiple platforms to deliver on their business objectives. Then there’s the hassle of measuring the performance metrics for each platform to ensure they align with the marketing strategy and KPIs.

Multiple dashboards and spreadsheets will need to be cobbled together to see a snapshot of campaigns – none of which will be in real time.

Then countless hours will be dedicated to optimising each programmatic platform to ensure campaigns are ROI-positive.

And after all this effort, there’s still no guarantee for marketers that their inventory is brand-safe and their ads aren’t being shown on channels that can damage their brand equity.

But what if there was some sort of ‘meta-platform’ that united the full breadth of the digital ecosystem – every DSP, network, platform and publisher? That allowed marketers to run cross-channel, integrated programmatic campaigns at scale and with very little effort?

Well, that’s where Bench comes in.

Born and bred in Australia and powered by machine intelligence, Bench automates the complex workflow, connecting brands with every piece of technology available, and saving hours upon hours of time completing mundane and repeatable tasks.

The all-in-one platform super-simplifies digital campaign management and analysis, providing a unified dashboard for reporting and team management.

Bench graphic

Bench’s omni-channel focus means marketers can engage audiences at every stage of the marketing funnel, with its unique recommendation engine and by enabling rich persona targeting and retargeting.

The software enables marketers to make media buying decisions and plan a digital campaign in just 15 minutes (yes, you read right) using multiple DSPs, with brand-safe inventory guaranteed.

Bench’s mix of science and creativity is empowering people to work smarter – not harder. It means marketers can focus on the things that matter: diving deeper to find customers and achieve business outcomes at a faster rate.

Ultimately, it’s how quickly marketers adapt their decision-making in this multi-platform landscape that will define the future of digital media.

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