Clean Up On Aisle Ad Tech! How We Can Fix The Supply Chain

Clean Up On Aisle Ad Tech! How We Can Fix The Supply Chain
SHARE
THIS



In an advertising ecosystem dominated by digital, supply chain issues around cost and transparency are extremely common. In fact, a 2020 study by PwC and the UK’s advertising body the ISBA found that publishers receive just 51 percent of programmatic ad spend, with around 15 percent of total spend unaccounted for.

Therefore, it is no surprise that brands now crave a ‘clean’ supply chain that allows them to have transparency and control in regards to how they advertise. 

ADVERTISING

“Advertisers want to know who their ad reaches, where their money goes, and where their ad runs, but it’s not always easy for them to get that exact information,” Kargo general manager APAC Robert Leach told B&T.

And while digital advertising has brought with it unique capabilities around targeting, this same technology has also contributed to these supply chain issues.

“The more technical providers there are in the chain the murkier the end-to-end picture becomes,” Leach said.

“With SSPs, DSPs, DMPs, wrappers, targeting companies, agencies and publishers and so many other links in the supply chain, inevitably the cost will go up. Everyone wants their clip of the ticket.

“But at the same time the visibility of those costs is often less transparent – it is harder to see where your advertising spend is actually going.”

So between DSPs, SSPs, agencies and publishers – who is to blame for the often messy supply chain?

“No one wants to admit responsibility in front of the client – the person who pays the bills,” Leach said.

“So, far too often, even when the communication is good, a blame culture exists that means tech providers are loath to take responsibility for their failings and hide behind jargon and confusing technical terminology. This adds to the confusion and lack of clarity for the advertiser.”

MADE FOR MOBILE

These issues are not exclusive to desktop. In fact, advertisers are still encountering many of these same problems with campaigns that run on the mobile web.

For Kargo, which specialises in advertising solutions for the mobile web, it is not uncommon to see brands neglect the mobile experience.

This, in turn, can exacerbate some of these issues, with this unsuitable creative negatively impacting campaign performance.

“The other issue is that of creativity,” Leach said.

“We know that creative accounts for 75 per cent (IPSOS) of a campaign’s effectiveness. However, brands are not always focused on creating assets for the mobile screen, and so the end result is a sub-par experience for the audience and sub-par results.

“Brands have mere secondsto make an unforgettable impact on their consumers that grabs eyes, stops thumbs and wins attention. Mobile creatives should be designed for the device they live on and take advantage of all of the phone’s features.”

WINNING BACK THE SUPPLY CHAIN

With so much emphasis now on cleaning up the supply chain, there is an industry-wide push for more transparency from all parts of the supply chain.

This is something that Kargo has placed great emphasis on through its exchange.

“Kargo is not a traditional exchange in that 100 percent of our inventory comes from publishers directly as we have a direct integration into their header bidder or certain slots on the page,” Leach said.

“There is no middleman, giving us total transparency into every ad slot that loads on the page and preferential treatment for advertisers that run with us to win the impression. And when it comes to the economics between us and the DSP and the client you can be sure there are no hidden costs.

“Most other exchanges plug into a 3rd party where they are re-buying inventory. Additionally, the quality of our inventory validated by HUMAN (formally White Ops) is so far beyond any other exchange..”

Given Kargo’s mobile-first approach, issues of unsuitable creative for mobile screens are easily eliminated.

“Kargo also prioritizes the elements of a campaign that matter most to brands, including premium content and beautiful creative that is made just for the mobile screen,” Leach said.

“With these elements combined, advertisers have transparency, performance and control in a way that they can’t always get in the programmatic market.”

Image: iStock/FangXiaNuo

Please login with linkedin to comment

Ad tech kargo supply chain

Latest News

Tinder: Year In Swipe 2021
  • Campaigns

Tinder: Year In Swipe 2021

2019 had everyone facepalming at the state of the world, 2020 had us shrugging with uncertainty about the future and 2021 is the year we all exchanged and watched the drama unfold. From sharing the collective thought of oh my God when will this end to a common appreciation for simple meet-cutes, Tinder Gen Z […]

GoDaddy Wins Big At Olympic Marketing Awards
  • Media

GoDaddy Wins Big At Olympic Marketing Awards

The Australian Olympic Committee (AOC) announced internet domain registrar, GoDaddy as the winner of the 2021 Inspiration awards for excellence in Olympic marketing in Sydney last Thursday night. GoDaddy’s ‘Dream It. Build It’ campaign earned the top of the podium in a highly competitive field, ahead of Speedo’s ‘Made for Aussies, worn by Olympians’ and […]

How Creatives Can Overcome Innovation Inertia
  • Opinion

How Creatives Can Overcome Innovation Inertia

Zoe Aitken (main photo) is the head of consulting at leading behavioural science and innovation consultancy Inventium and has over 20 years’ experience helping organisations develop customer-centric growth strategies and innovation. In her latest post for B&T, Aitken offers expert tips if 2021 (and you know what) has left your creative juices baked… Fear and […]

Opinion

by B&T Magazine

B&T Magazine
Re:act Encourages Young Drivers To Practise Road Safety In New Campaign
  • Campaigns

Re:act Encourages Young Drivers To Practise Road Safety In New Campaign

Road safety behaviour change campaigns, created by local university students to educate young drivers about the risks of driving fatigued, launched nationally across Australia this morning. The campaigns are now featuring across digital assets in metropolitan and regional Victoria, New South Wales, Queensland and Western Australia, and will run for the next two weeks on […]

LEGO® Australia Rebuilds The World One Brick At A Time
  • Campaigns

LEGO® Australia Rebuilds The World One Brick At A Time

This holiday season Lego Australia will be conducting a giant rebuild of the world at the Sydney Opera House. LEGO® Australia will be inspiring children and families once again through their remarkable Christmas Giant builds. Thanks to an exciting partnership with the Sydney Opera House, the activation will take centre stage on the iconic Forecourt. […]

Tourism NT and KWP! Win Big At Global Tourism Film Festival
  • Advertising

Tourism NT and KWP! Win Big At Global Tourism Film Festival

Tourism Northern Territory’s film, ‘Seek Different’, created by KWP!, has been named the World’s Best Tourism Film – Region after being awarded the top prize at the 2021 International Committee of Tourism (CIFFT) Film Festivals Circuit held in Valencia, Spain last Friday. The circuit brings together the world’s best tourism film festivals from four continents, […]

QMS Announces Slew Of New Promotions
  • Marketing

QMS Announces Slew Of New Promotions

Who ISN'T getting a promotion at QMS today, is the bigger question? And maybe some self introspection if it wasn't you.

Zenith: Aussie Ad Spends To Rise 5% In 2022
  • Advertising

Zenith: Aussie Ad Spends To Rise 5% In 2022

The very real threat of a paper cut aside, it's all good news in Zenith’s Advertising Expenditure Forecasts report.

by B&T Magazine

B&T Magazine
Converse Opens Creative And Sustainable Workshop in Melbourne
  • Campaigns

Converse Opens Creative And Sustainable Workshop in Melbourne

Converse has teamed up with brand experience agency, Amplify, to launch ‘Renew Labs Fitzroy’, an experimental retail experience that showcases creativity, co-creation, and promotes sustainable shoe consumption and usage. This centre is located in Melbourne’s Fitzroy suburb, and will host intimate creative workshops, in which consumers will be encouraged to customise their ‘Chucks’ with patches, […]

DesignCrowd Registers One Million Global Users
  • Media

DesignCrowd Registers One Million Global Users

Creative design marketplace, DesignCrowd, has announced reaching the milestone of one million registered designers on its global platform. The Aussie crowdsourcing start-up currently has a 1,004,000-strong freelance designer network, which has grossed over $A62 million since the company’s 2008 launch. The network have completed over 26 million graphic, logo and web designs for both small […]

The Chiefs & Optus Renew Gaming Partnership
  • Campaigns
  • Technology

The Chiefs & Optus Renew Gaming Partnership

The Chiefs and Optus today announce a partnership extension that will see the brands continue to collaborate around gaming content in Australia for a further 12 months. The news follows a successful 12-month partnership, including members of The Chiefs featuring in Optus’ Gamer Plan launch supporting the development of Optus’ Streaming Booth. Much of the […]

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel
  • Advertising

Digital Travel Ad Impressions Up 40% Reports Nielsen Ad Intel

During the month of October, $A8.5 million was spent in digital travel advertising and digital impressions were up almost 40 per cent from September, according to the Nielsen Ad Intel report. The report found that the top advertisers amongst cruise lines from October in order are Emerald Cruises, Oceania Cruises, and Royal Caribbean. Amongst the […]