The hide and seek of programmatic: how to decode the hidden costs and true value of performance media
Data and automation are increasingly becoming more critical in the advertising ecosystem, resulting in the rise of performance-based media strategies and other technologies. However, understanding the value in each digital media buy type can be confusing for marketers to navigate, which is why the independent PG/ AG solution provider Adslot, together with The Drum, has released a whitepaper titled ‘The hide and seek of programmatic’.
AdSlot release whitepaper on maximising programmatic
The report explores the various costs and true value of performance media, to help marketers extract value from their programmatic campaigns and understand what options are available to them.
The report focuses on three media buy types in particular, looking at Open Auction, PMPs and Programmatic Guaranteed. By first defining the benefits and challenges of each, the report outlines their media efficiency and performance capability, so that marketers can decide which strategy would work best. By focusing on creating value, marketers can avoid being stuck on cost.
The key concerns identified in the report for marketers transacting programmatically include brand safety, transparency and hidden tech fees. The report suggests a number of ways to overcome each issue so that marketers can build smarter strategies.
Automation is inevitable as the digital industry hurtles forward yet marketers need to be prepared and well informed when choosing the best formula for their campaign. Ultimately, using Adslot has many benefits for marketers. From ensuring they don’t pay buyside fees; providing access to real-time avails checks; and guaranteeing direct-order priority in the ad server plus more, their technology gives marketers access to the right information to deliver effective campaign results to achieve a desired value.