"Programmatic" is this year's buzzword: programmatic buying, programmatic trading, etc. Agencies want to encourage their clients (advertisers) to let them do programmatic buying and enjoy the benefits of enhanced targeting, lower cost, and increased efficiency.
Clients don't always believe in programmatic buying, however. In fact, most advertisers are very hesitant with automatic buying as they are uncomfortable with the lack of transparency and suspicious of the intentions of the supply-side providers.
It's not that programmatic buying lacks transparency or is trying to rip you off... In fact, it is extremely efficient with measurable metrics and transparency. But when advertisers want this information from their agencies, they seem to hit a brick wall, especially in regards to signing their programmatic contracts. Those often enforce a "no audit" rule, which entails two major issues:
- They have absolutely no commercial transparency. Advertisers lack commercial transparency, which means that they don't know what inventory they are buying and whether the deals involve arbitrage.
- They have absolutely no campaign transparency. Advertisers need to know exactly where their ads are appearing, whether the right creatives are being used, whether their ads are appearing on only pre-approved sites, and whether their ads are being used in risky situations.
Because the agencies are doing the programmatic buying through their Agency Trading Desks (ATD), they feel that they don't have to operate them in a transparent manner. But this is problematic for agencies because their clients may just decide to take their business elsewhere as they are growing increasingly cautious of the issues caused by the "no audit" rule. So what does this mean for ATDs? That they should really begin to revolutionize the way buying is done and make it much more transparent and accessible to the client.
What to Include in Your Programmatic Buying Pitch
With the abundance of marketing intelligence tools in the market, such as AdClarity, there is no excuse for agencies to not be able to provide their clients with what they need in an efficient and effective manner.
To make it even easier, we've created a list of the top features you should look for in your next marketing intelligence tool.
Take the first step (it's free).
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