End-to-end marketplaces are the future of ad buying.
By Rasmus Søreng-Christensen, Marketing Manager of Adnuntius
The limitations of programmatic
Since the concept of programmatic ad buying was introduced, it has changed the face of online advertising radically. As a disruptive force, programmatic provided more options to the advertiser, enabling “anyone” to become their own campaign manager. At least, that is the way it was intended, or maybe ‘presented’ is a better word? While the advertiser was granted certain insights, the dispersed nature of programmatic advertising only creates an illusion of transparency. The buyer could always demand insight from their Demand Side Platform of choice, yet the DSP itself is likely to know very little about the whole process between it and the publisher, including what happens in the SSP.
Both advertiser and publisher are at risk of being charged too much
With an unknown number of intermediaries with access to sensitive information and with the ability to add extra fees to the process, both advertiser and publisher are at risk of being charged too much or paid too little while losing control over sensitive and valuable data. This does not only damage the publisher, who may not know how high the winning bid actually was, it also damages the agencies’ ability to charge what is actually a fair price for the time and resources spent.
The Marketplace Option
This is where the end-to-end marketplace comes in. With only one entity between buyer and publisher both parties have a clear overview over information flow and cash flow. Working as an intermediary, Adnuntius can match data independently, making new targeting methods available, while keeping sensitive data secure.
We make the pie bigger
While transparent for its users, our marketplace does not put any restrictions on the financial transaction. After the tech fee and any product purchases within the marketplace are deducted, the publisher and the purchaser are free to negotiate terms in an open and transparent way, allowing both parties to get a fair deal. We make the pie bigger and empower both publisher and advertiser to ensure their slice is the right size, without any hidden commissions.
- Rasmus Søreng-Christensen
Marketing Manager, Adnuntius
