The Magic Of Tidying Up Your Business Partnerships

31926-EC-Rohan Creasey
SHARE
THIS



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.

Please login with linkedin to comment

business partnerships Marie Kondo

Latest News

Hands using mobile payments, Digital marketing. Banking network. Online shopping and icon customer networking connection on virtual screen, Business technology concept
  • Media

IAS Report: Australian Digital Advertisers Experience Higher Brand Risks Across All Buying

Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]

Quintis Appoints Illuminate As Global PR Partner
  • Media

Quintis Appoints Illuminate As Global PR Partner

Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]

Image lead story Even More Pics From The 30 Under 30 Awards!
  • Media

Even More Pics From The 30 Under 30 Awards!

Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]

by B&T Magazine

B&T Magazine
Kinderling Kids Streams Ahead With Direct-To-Consumer Offering
  • Marketing

Kinderling Kids Streams Ahead With Direct-To-Consumer Offering

Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]

RUN Take On The Flu
  • Advertising
  • Campaigns

RUN Take On The Flu

Globally award-winning, indie agency RUN, have launched the New Zealand National Influenza Immunization Campaign, running over the next 8 weeks across TV, digital, social, print and press.

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6
  • Campaigns

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6

Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]

Connecting Plots To Handle [yellow tail] Social Media Following Account Win
  • Media
  • Technology

Connecting Plots To Handle [yellow tail] Social Media Following Account Win

Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]

HERO’s B.B.E Wins v2food Account
  • Media

HERO’s B.B.E Wins v2food Account

v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]

Rows of coins isolated on white background. Finance and banking concept.
  • Media

Magnite And Adform See Monetisation Uplift Using First-Party Identifiers

Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.

Martin Box Named Co-Chair Of Commercial Producers Council
  • Media

Martin Box Named Co-Chair Of Commercial Producers Council

The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]