The Magic Of Tidying Up Your Business Partnerships
Our industry is built on a large network of partnerships, but in this guest post, Rubicon Project’s Rohan Creasey suggests that it might be time for a Marie Kondo-style tidy up.
Anyone who has been in the online advertising industry for any length of time will have a somewhat fixed list of default business partners. Yet some of these relationships will undoubtedly be more effective than others – and I’d venture to suggest that just as charity shops around the world are bearing the brunt of the Marie Kondo cleaning frenzy, many business partnerships could use spring cleaning as well.
Agencies and publishers in particular can be guilty of letting too many of their partnerships fall into ‘set and forget’ territory. If both sides don’t regularly check in and identify those partnerships that are no longer offering value, the long-term damaging effects can be significant.
This isn’t to say that agencies and publishers don’t care about transparency, value and ROI. They do. But I hear the comment “We’re agnostic” all too often. The concern is that when someone in our industry claims to be agnostic about who they are partnering with, it’s more likely that they are simply being apathetic. That is, they are disinterested, indifferent or lackadaisical. And I’m sure we can all agree that apathy and business do not mix well.
So how to proceed? Quite simply – examine your partners. Our industry is full of lovely people, many of whom are selling lovely products and many of whom may have become your friends – but those qualities shouldn’t underpin your business decisions. Instead, focus on the things that will bring “joy” to your business – revenue, service levels, transparency, trust, costs, CPMs, win rates, or a combination of all of these.
Publishers need to roll up their sleeves and consolidate their exchanges. Now of course, there is some self interest in that statement, but there truly is no point keeping several exchanges around just for the sake of it, especially when there’s a chance they’re simply duplicating others’ efforts. But before you go full-on minimalist, make sure you fully understand which exchange offers you the best fees, service, relationship and ultimately, the best value.
There’s a power in making these decisions. I encourage publishers to take that power and get involved. If you want to do your deals through a particular exchange, go ahead. You don’t have to leave it to the buyers – those that want your inventory will simply use your preferred exchange. Too much choice is not always a good thing, and consolidating your channels helps.
Ever stopped to consider why more and more brands have started bringing their own teams in house? Perhaps they’ve started their own clean out – and they’ve not only watched the Netflix series, but read the book too.
No matter what area of the industry you work in, the story is the same: if your partnerships are no longer sparking joy (or bringing in the bacon), it’s time to thank them for their service and move on.
Agencies must get in on the action too. Be brutally honest and ask yourself why you’re transacting on the exchanges you’ve been using. Are you just ticking every box in your DSP? If so, that’s just apathetic. What about transparency, cost, ROI, the take rates? And take a look at how your team is making their buying decisions. The only way to know for sure if your spend is being directed appropriately is by getting curious. Start asking questions and then consider – is the reason you are using a partner simply due to blind loyalty and apathy, or is this a partnership genuinely worth keeping?
You’ll quickly learn that habit or nostalgia are never good enough reasons to keep partnerships around. After all, the phrase “That’s the way we’ve always done it” should never be the driving force behind your business decisions.
It’s important to take better care of what we do keep. If we don’t look after the relationships we value, we might suddenly find ourselves at the pointy end of a tidying up session.
So, if you are one of the millions who have been busily applying a clean-up to your own home, it’s high time you started implementing this philosophy into your business life. The world has been captivated by Marie Kondo’s method because it places great importance on being mindful and forward-looking. Our industry would do well to start thinking in the same way.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.