Advertising Age recently published an article about the “Hidden Costs of Programmatic,” addressing an issue that has become common in the industry. The advent of programmatic advertising was revolutionary for marketers. The data-driven, automated approach enabled them to accurately target audiences at scale and serve ads across screens and formats in mere milliseconds. Programmatic inventory was also cheaper than going directly to publishers. Intelligent automation at a lower price – in theory it was a marketer’s dream come true.
However, though programmatic has made cross-screen audience engagement more sophisticated and easier to scale, it has also fragmented campaign execution, leaving workflow disjointed and more complicated. Marketers must now employ an army of ad tech vendors – DSPs, ad servers, data management platforms, verification partners, etc. – to help them achieve their goals. In fact, according to a November 2013 study by iAB/Winterbury Group, it’s not uncommon for a marketer to use over 12 (!) tools to successfully run a campaign.
And as Advertising Age states, these tools aren’t cheap. Behind them are teams of highly paid engineers and campaign experts that drive costs to a premium. What’s more, with so many cooks in the kitchen, marketers rarely have insight into what works and what doesn’t, and are frequently the victims of duplicative pricing. Arbitrage CPM business models have ensured marketers aren’t exposed to what they actually pay for.
Collective believes that as the digital ad landscape continues to crowd, marketers will desperately need a simplified and fully transparent platform with the flexibility to integrate with all campaign tools and the ability to seamlessly orchestrate workflow among them. It should manage all data, embrace both programmatic and publisher direct inventory, and provide full disclosure into the costs and performance of their campaigns. Only then will marketers be equipped with the knowledge needed to make smart business decisions moving forward.