Programmatic marketing collaborators lack harmony


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In digital marketing today, brands, agencies and ad tech vendors all play distinct and vital roles in the creation, running and measurement of advertising campaigns.

Brands possess intimate knowledge of their products and objectives; agencies serve as creative powerhouses, orchestrators, and mediators; and ad tech vendors champion and enable in-depth audience analysis and razor-sharp consumer targeting.

But new research commissioned by DataXu from research agency Sapio suggests that the members of this marketing trio aren’t always acting in harmony. For instance, 62% of brands and 72% of media agencies in the U.K. say they find it challenging to get valuable KPIs from each other. From misunderstandings to discrepant preferences, brands, agencies and ad tech vendors sometimes act more like competitive solo artists than a three-part chorus.

In order to strengthen the quality and success of their campaigns, all three need to see the individual roles they perform as complementary, with brands holding the tune, and agencies and tech vendors supporting in harmony. Despite their discrepant views, research reveals that brands and agencies are willing to communicate about them—85% of brands and 72% of media agencies in the U.K. say that they would challenge the KPIs presented by the other. By sharing knowledge and forging transparent, three-way relationships, brands, agencies, and marketers will be better equipped to design and run successful digital marketing solutions.

Get To Know One Another

Agencies and ad tech vendors share a common goal of supporting brands in their marketing objectives, but you’d be hard pressed to find all three meeting regularly in the same room. As a result, brands, agencies and ad tech vendors often focus on their own roles without fully understanding the challenges and pressures the others face. To solve this problem, the marketing trio needs to be dedicated to getting to know one another—and that means getting together to share knowledge and educate one another.

A transparent relationship and sharing of data and insights can play a key role in the relationship between the three parties. This can range from kickoff meetings to set specific campaign metrics to choosing marketing software. In many cases, the brand owns these contracts, but agencies often get involved in the day-to-day set-up and are, ultimately, the users of these tools.

One thing that will certainly be beneficial for all involved is gaining greater insight into a brand’s business objectives.

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