{"id":117557,"date":"2015-09-26T01:14:00","date_gmt":"2015-09-26T06:14:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/programmatic-management-which-is-best-for-the-brand\/"},"modified":"2024-12-21T05:54:32","modified_gmt":"2024-12-21T10:54:32","slug":"programmatic-management-which-is-best-for-the-brand","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/paid-media\/programmatic-management-which-is-best-for-the-brand\/","title":{"rendered":"Programmatic Management. Which is Best for the Brand?"},"content":{"rendered":"

Heading for the future<\/h4>\n

2015 marked the tipping point for Programatic buying – specifically for CPG brands. We’re now seeing near daily announcements of brand\u00a0 budget reassignment and investment in programmatic platforms.<\/a> Clorox Co.’s<\/a> recent statement\u00a0 that the company will triple its digital ad budget is merely one in a series of similar statements from major brands like American Express<\/a> and Proctor and Gamble<\/a> who have already invested heavily in the digital automation. Programmatic has blossomed into a lead rich garden on the outskirts of paid and display.\u00a0 It’s no longer a question of IF but WHEN will major advertisers make the shift. Most direct response (aka performance-based advertisers) are already spending big budget on programmatic to access highly targeted, efficient distribution and gather in-depth data analytics; as exquisitely outlined earlier this month in a blog post <\/a>by, Make It Rain, marketing director,\u00a0 Mike Fantis.<\/p>\n

The big questions among advertisers is which is better? Executing their programmatic media campaigns<\/a> in-house or using agency trading desks and programmatic networks? We’ve worked with a number of brands and as with many things digital – it can be a complicated answer. Long term commitment, resources and talent play a vital role in successful performance whichever way you go.\u00a0 It\u2019s not as easy as one being better than the other. Below I\u2019ve outlined a few pros and cons that encountered along both routes:<\/p>\n

Control<\/h4>\n

If it\u2019s DIY (in-house), the brand becomes the advertiser and has full control from the media planning through execution and analytics management. There\u2019s full transparency where as a managed services model brands grant control to agency partner trading desks or programmatic network\/s. Utilizing the managed services model, brands have almost no visibility into the day to day running of their campaigns until the scheduled reports get delivered to them.<\/p>\n

Expertise<\/h4>\n
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\n Stay Forward <\/h2>\n

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