AdTech DeepDive - "Programmatic In-house or out-source?"
Programmatic has caused a huge shift in the digital advertising industry and it is predicted that it will account for nearly half (48%) of online display spend in Australia this year, according to the latest State of Digital report from GroupM.
With Australia's expected programmatic spend for 2018 projected to be higher than the global average of 44%, and up from 35% from last year, it’s no wonder advertisers are seriously considering bringing programmatic in house!
This is no surprise given the benefits programmatic advertising can bring in scale and efficiency, yet the technology also comes with potential complications; issues with transparency, brand safety, viewability and fraud.
We have already seen some major brands in Australian explore ways to take greater control of their marketing expenditure and take on the feat of scaling internal operations. Some have been successful, but we have also seen some that have tried and failed or had to pivot their strategy – due to a mix digital maturity, infrastructure, cost, talent, data and the appetite to actually commit to making that transition as a business.
Brands are now addressing programmatic with some bringing trading desks in house and others working closer with their media agency partners to create a hybrid model in order to provide more transparency over their advertising spend.
Advertisers such as Qantas, Foxtel, Telstra, and Commonwealth Bank have already brought some function of media buying in-house, each to varying degrees. Some brands have built a hybrid trading desk with their agency, with full transparency rights, but housed within the agency! We have also recently seen the announcements by some of the major consultancies who intend to help their clients bring their digital media buying in-house through infrastructure and strategy, but there is a lot to consider before a brand decides to take this step!
There are a large number of options for a brand in Australia right now – but what is the right move and who is best to support this??
We will be hearing all about this HUGE topic from Xaxis’ General Manager, Steve Wood at our AdTech DeepDive – Your Programmatic Journey Event. Steve will be discussing “In-house or out-source? A review of the opportunities and risks advertisers need to consider when looking at where their programmatic media is managed to drive the best outcomes.”
He will discuss the idea of how advertisers can look at who does their programmatic buying. He will go through the basic options, and drill into the considerations for advertisers (such as data security, brand safety, negotiating power, and of course talent.)
If you want to learn about this complex and exciting world we call Programmatic, then join us on Wednesday 24th October @8am in Sydney. Book your tickets TODAY.