Nestlés' Programmatic Marketing Strategy Adds Transparency and Visibility
At the close of 2018 it’s estimated advertisers stand to lose around $19 billion due to fraudulent activity, and hit $44 billion by 2022, suggesting the problem shows no sign of slowing down anytime soon.
This, combined with the fact huge advertising platforms such as Google and Facebook are famously opaque and immune to independent performance measurement, has made transparency a big buzzword in the modern programmatic marketing space.
Increased transparency can help marketers avoid wasting their budgets on fraudulent platforms, and to access improved data, helping them make sure their efforts are targeted in the most effective manner possible. However, it’s not always easy to know how to go about achieving transparency, but there are a few factors worth considering.
Agency Verification
One of the biggest ways the industry is changing the transparency of programmatic ad buying is to insist on disclosed contracts with ad vendors.
These contracts give ad buyers a much clearer picture regarding where their money is being spent and the methods being used to promote their brand. They can also insist on knowing if they are being included as part of group deal with other buyers and what the implications of such a deal might be for their own ad prominence.
In short, disclosed contracts make sure agencies are genuine ad vendors and any space which is purchased from them will be used appropriately. Additionally, it creates a binding agreement between buyers and vendors which ensures both sides can be held accountable should any of the terms of business be breached.
“Quality is top of mind even while we are buying programmatic. We screen brand safety metrics thoroughly and then add another screen of ad fraud and viewability tracking to ensure complete accountability and transparency,” said Vice President of Consumer Communications and Ecommerce at Nestlé India, Rashi Goel. “The key pain points in programmatic buying range from running campaigns on unknown/ unwanted sites, to inadvertently running them on malicious sites. We deploy a mix of technology and h uman intelligence to minimise these.”
Data Transparency
The quest for transparency doesn’t begin and end with the ad inventory but should also extend to any and all associated data.
As we’ve already discussed, huge ad platforms like Facebook and Google (which combined account for more than 60% of digital ad spend) are notoriously opaque and unbecoming with their data. This makes it incredibly difficult for ad buyers to assess the effectiveness of their campaigns via these platforms and leaves them attempting to extrapolate from incomplete or inaccurate statistics.
The EU’s GDPR regulations are also changing the ways businesses handle data, so this should help improve transparency across the industry even further.
Measured outcomes are set to dominate the, previously cost driven, programmatic space, thanks to improved transparency. The ability to access clear and unambiguous result data will allow for ad vendors with proven results to enjoy an appropriate market share compared to their less successful peers.
Context Planning
In the early days of digital advertising reach was all the rage However, in 2018 and moving into 2019, context is taking over.
Contextual advertising allows for audience planning, which makes targeting even more laser focused. Previous efforts have involved a more scattergun approach, but improved algorithms and more transparent data allows for ad campaigns and related programmatic purchasing to be targeted at the right people at the right time.
Final Thoughts
The world of data has changed significantly in the last year and we are now beginning to see the effects filter through to almost every industry. In programmatic marketing it’s being made evident in the demand for increased transparency of data and platforms being purchased for advertising.
Those agencies which can offer disclosed contracts and prove they have nothing to hide are likely to see more success in the coming years when compared to those who remain stubbornly opaque. Improved targeting capabilities, audience and context focused advertising, and increased trust between vendors and buyers are the rewards for those who are willing to get on board.
“We attach a lot of importance to viewability. We partner with top technology service providers such as MOAT to ensure that each rupee spent is tracked for viewability,” said Vice President of Consumer Communications and Ecommerce at Nestlé India, Rashi Goel. “We have a very transparent working relationship with all our agencies, with clear guidelines, approval and audit processes in line.”
Transparency in programmatic ad buying is set to be a hot topic at Programmatic Pioneers 2019, to be held in May, at the Twickenham Stadium, London.
Please download the agenda today for more information and insights.