Unpacking the Value of Transparency
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Presented at Digiday Hot Topic: Media Buying in the Age of Transparency. Presented by Dom Blacklock, Head of Data Driven Strategy, the7Stars
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Unpacking the Value of Transparency
- 1. The Value of Transparency Dom Blacklock, the7stars 22nd November 2018
- 5. “I find current trading practices questionable; and holding companies self-serving. That combination is behind the breakdown of trust in media agencies” - Creative agency“The buy drives the plan, that’s the major concern, and it’s hard to spot.” - Advertisement consultancy / advisers “There’s no glory anymore in planning. It basically gets in the way of ‘business’” - Advertisement consultancy / advisers “It feels wrong to make money from deals; it commoditises media and leads to poor recommendations” - Creative agency “Media agencies these days are far more interested in incomes than outcomes” - TV broadcaster “Many of the new services offered by agencies are a tactic, productising an obvious idea (like native, or integration) in the hunt for margin” - Advertisement consultancy / advisers
- 6. Digital transparency you say…? Agency Culture Digital Trading Digital activation Digital Planning Humanism
- 7. Before Programmatic *shudder* AdvertiserPublisher Asset s or Ad- serve r Ad- serve r Agenc y No control Non-disclosed fee Auction manipulation Management fee Display network Viewability Brand safety Fraud
- 8. Advertiser Speciali st buyers Publisher Exchang e Ad- serve r DSPSSP Ad- serve r Agenc y DMP Viewability Yield management Non-disclosed fee Auction manipulation Tech fee DMP fee Data / targeting costs Mark ups SEPARATE OPCO P&L INFLATED MEDIA AND TECH AGENCY GROUP WIDE TECH AND MEDIA REBATE DEALS OPERATIONAL TRANSPARENCY ISSUES UNIVERSAL, BLACK BOX SOLUTIONS Buying in a complex world Verification fee Dynamic creative fee Mark ups Specialist fee Biz tech cost Management fee Biz tech cost
- 9. The value of transparency Speciali st buyers Publisher Exchang e Ad- serve r DSPSSP Ad- serve r Agenc y Advertiser SEPARATE OPCO P&L INFLATED MEDIA AND TECH AGENCY GROUP WIDE TECH AND MEDIA REBATE DEALS OPERATIONAL TRANSPARENCY ISSUES UNIVERSAL, BLACK BOX SOLUTIONS CLIENT SPECIFIC DEALS TECH ACCESS / OPTIMISATION LOGS / OPERATIONAL TRANSPARENCY NO INCENTIVISATION CUSTOM CLIENT SOLUTIONS 100% BUYING TRANSPARENCY DMP Viewability Yield management Non-disclosed fee Auction manipulation Tech fee DMP fee Data / targeting costs Mark ups Verification fee Dynamic creative fee Mark ups Specialist fee Biz tech cost Management fee Biz tech cost
- 10. • Transparency runs through everything • Plan the buy. Buy the plan • The future is programmatic, let’s not screw it up
Editor's Notes
- Agency culture – how are we transparency with each other? Client briefing Knowledge sharing Team collaboration All company meetings Evangelism Culture call outs Digital trading – how are we transparent about our trading No team P&Ls Supply deals Quality / buying KPIs Health standards Where we make our money Digital activation- how are we transparent in our digital buying Programmatic Suppy chain Tech access Mark ups / hidden costs Data management Selling products Digital planning – how are we transparent in our planning Attribution Fluid media plans Walled gardens Video reshoot Mobile KO meetings Planning tools Humanism – how are we honest in our opinions Consultancy Budget allocations P&L Creative / labs
- TV / OOH more important than ever The change in programmatic transparency Future / GDPR / mediaIQ / Quantcast Multiple sides to transparency People ask for transparency – 30% only on media? Full breakdowns – tech/people/verification/ad-serving Trading industry – supply and demand, marketing up of costs. Why is media being scrutinised so much? P&G Mark Pritchard – not about the cost you pay? Verification – brand safety / viewability / location / fraud Best practices (frequency / budget allocation) Cost / contracts What just isn’t possible? The future of the indusrry and combating these issues
- TV / OOH more important than ever The change in programmatic transparency Future / GDPR / mediaIQ / Quantcast Multiple sides to transparency Clients come first Nimble Creativity and innovation Honest More of a market thing, not the7stars focus? What clients like, what they don’t like What are clients after People ask for transparency – 30% only on media? Full breakdowns – tech/people/verification/ad-serving Trading industry – supply and demand, marketing up of costs. Why is media being scrutinised so much? P&G Mark Pritchard – not about the cost you pay? Verification – brand safety / viewability / location / fraud Best practices (frequency / budget allocation) Cost / contracts What just isn’t possible? The future of the indusrry and combating these issues