Marketplaces may not be a new concept for digital advertising but they are set to have renewed focus as brands strive for transparency and control over their media spend.
A recent partnership between Dentsu Asia Pacific and Xandr is a prime example of this new approach to marketplaces.
The Denstu Curate marketplace uses Xandr’s technology platform to allow transparent buying by curating supply directly from publishers, consolidating media into a central marketplace and eliminating non-essential pass-throughs in the value chain.
The Drum spoke to Eimear O’Rourke, account director at Xandr, ahead of a discussion about this new approach to programmatic buying at The Drum’s Digital Summit.
Joining O-Rourke on the panel at The Drum Digital Summit will be Sunil Naryani, vice president, commercials and partnerships, Amplifi APAC, Dentsu Aegis Network APAC and Kaichen Li, head of WeTV and iFlix.
How has the marketplace model evolved?
Transparency has long been a challenge in the programmatic marketplace due to its often cluttered ecosystem inclusive of a myriad of intermediaries. As a result, the model is in constant evolution as technology platforms look to offer new programmatic supply solutions that focus on driving performance with high-quality inventory and transparency.
Curated marketplaces, or those that drive performance with high-quality inventory and transparency by gathering select supply direct from publishers, will be critical in offering supply solutions that enhance the visibility of the entire programmatic supply chain.
Why is spend shifting to this model?
With access, control, and transparency, curated marketplaces can curate supply direct from publishers which allows for media consolidation into a central marketplace while eliminating non-essential pass-throughs in the value chain. With added addressability through data partnerships, quality of inventory is further enhanced upon curation giving greater ability to maximise the efficiency of clients’ working media.
For marketplace participants, this leads to increased business performance with improved media quality and transparency, an ability to curate the best quality inventory at the best price, and finally, the ability to create customised and bespoke solutions.
What are the benefits? For buyers? And sellers?
Curated marketplaces enable agencies and holding companies to easily partner with technology companies and mine for the best media on the supply side.
On the buy-side, this shift helps bundle inventory keeping in mind the buyers’ specifications and makes the inventory easily targetable. It also helps increase the reach against 1st party data to build a scaled marketplace for buyers and even empowers them to execute buys themselves rather than having to rely on third parties. On the sell side, publishers can filter through high-quality supply with ease and precision with enhanced transparency across media, tech and costs.
And what can we expect to come from this trend in the coming year?
Moving forward, marketplaces will more heavily emphasize optimizing a buyer’s path to supply. Moreover, as marketing continues to become ROI-led, the future will be about re-engineering the current supply chain to connect technologies in a new, more efficient, transparent, and simpler programmatic model.