Marketing isn’t working for a lot of people, and CMOs and marketers are often left to wonder which half of their ads will work, says MediaMath.
These assertions were outlined in a new whitepaper titled “Supply Chain Excellence”, which looks at longstanding problems stemming from fraud and the lack of transparency in digital marketing.
Wastage of time, budget
Specifically, a misaligned supply strategy can lead to wasted time and budget, a lack of quality and a higher risk of fraud.
Specifically, advertisers often do not know how much of their digital marketing spend is going to fees versus publishers. To make matters worse, every step down the supply chain is an opportunity for bad actors to sell fraudulent impressions, or for additional intermediaries who can take a bite out of an advertiser’s apple.
Too often, marketers set up deals that they assume will provide higher quality inventory that will be curated to the performance goals of the clients. The data tells another story, however, says MediaMath, with brands that reach out directly to exchanges and publishers getting deals that vary wildly in quality.
According to MediaMath, it consistently sees higher rates of sophisticated invalid traffic – including instances of fraud, on media purchased via PMPs (Private Marketplaces) compared to its Curated Market offering.
Strategies that work better
To succeed, MediaMath suggests that marketers should use markets instead of deal. Unsurprisingly, one suggestion is MediaMath’s Curated Market which pools the collective demand of brands and agencies purchasing through the platform to negotiate performant deals.
The argument is that technology providers are in a much better position to monitor the performance of deals and compare it to the rest of the bid opportunities to protect marketers from fraud.
MediaMath also suggests that brands work with a media agency that adds value.
“Agencies can also pool the demand of multiple advertisers in negotiating deals and sharing deep industry expertise. Additionally, agencies can specialize in verticals and use cases for their clients and may be better positioned to access specialized publishers for their audience type and negotiate access to more relevant and exclusive data.”
This article was first published on Questex, on 15 February 2019. Information is correct at the time of publication.