There’s a plethora of companies out there to look into when it comes to your programmatic needs. So how do you know which one is right for you? Doireann Ó Brádaigh, commercial director for programmatic marketplace The Trade Desk, has pulled together five must-knows when it comes to finding the right partnership.
In business, true partners can be thought of as two people dancing together. Hopefully the result is poetry in motion, and not crushed toes.
The same thinking can be applied to choosing a kick-ass partner in today’s programmatic marketing era.
With the plethora of options out there, and a multitude of business models behind them, marketers face a daunting challenge choosing the best partner.
Here are five rules to help you get started.
1. Look to aligned incentives
As agencies move into programmatic waters, they may be tempted by the siren song of the all-in-one solution, or technology companies who represent both agency and publisher. It’s impossible for any company truly representing both sides of the coin to have an honest conversation with its customers. This misalignment of incentives for the all-in-one platform means that the agency is always wondering if they’ve been left holding the bag.
2. Make sure there is room for the service layer
A technology platform doesn’t replace people — it allows them to exercise their expertise instead of just taking orders. The best way to tell if your programmatic partner is leaving room for you to provide a service layer to your clients is to see what kind of visibility you’re given into how the tech works. Are they counting on your success? Or are you running up against them in your pitches to new clients?
3. Look for room to build on top of the technology
In the same vein, a best-in-class tech partner lets others bring their own differentiators to the party. Part of an agency’s role is to act as the service layer. But increasingly, it’s important to consider what gaps in the stack remain — what else can an agency and a DSP do to complement one another?
4. Think ahead to guaranteed media, not just RTB
There would never be a case where an advertiser would set aside budgets for AFL Grand Final creatives without having an airtight agreement that their ad would run as promised. RTB and guaranteed media are coming together faster than anyone predicted, so finding a programmatic partner that is betting big on private marketplaces and the forward market is key.
5. People still matter
A strong programmatic partner will meet you every step of the way — from educating on technical capabilities, to supporting training and onboarding, to pushing data-driven insights up the marketing chain. The tech is hugely important, but so are the people.
ESPN and the National Basketball League have extended their broadcast partnership for a further three seasons as part of an expanded television rights package. ESPN and the National Basketball League announce a new expanded agreement that will run for three seasons, until the end of the 2023/24 NBL season. The landmark broadcast deal comes with […]
Sydney-based co-working startup, Workit Spaces, announced today the launch of ‘Beyond The Store’, a six-part web series to uncover the smarts and passion behind successful Australian eCommerce businesses. Workit Spaces has gone where no other coworking hub has gone before, by investing over $100,000 to tell the stories of six Australian eCommerce businesses and how […]
In light of the prolonged lockdown occurring throughout New South Wales, Semi Permanent Sydney has announced new dates for this year’s festival. It will now take place between 17-19 November 2021 at Carriageworks. “Our mission, always, is to craft the best and most valuable experience for both our speakers and audience, and to ensure the […]
Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]
Social media management solutions company Hootsuite, has announced that Maggie Lower has joined the company as chief marketing officer. Lower will own the brand’s overall global strategy, demand generation, communications, and events. Prior to joining Hootsuite, Lower was the global chief marketing officer at Cision, the first chief marketing officer at TrueBlue, and has held […]