Clean Up On Aisle Ad Tech! How We Can Fix The Supply Chain
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
Latest News
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Despite his love of DIY, B&T can't see Drinkwise's Nathan Kent in any "you can get it" VB ads anytime soon.
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
Mari Kauppinen set to bring some zing, some song and some va-va-voom to her new role at ITA Group.
“It Is Getting Better But At A Glacial Speed”: PR Guns On Shaping A More Diverse Media Industry
B&T has a love-hate relationship with PRs. Love if they take us for a boozy lunch. Hate when you send releases as PDFs.
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
Need reminding lots of people live outside the Surry Hills enclave? It's the regionals &, yes, they have almond milk.
Slew Of Promotions For Special Senior Creative Leadership Team
Special announces a slew of promotions in its creative team. And, no, they didn't order Uber Eats to celebrate.
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.