Twenty years after the birth of Google, in a far more complex and non-linear world, brands are allocating more media spend to a vast array of digital channels in an attempt to improve their customer-centricity.
Recent brand safety issues have highlighted the status of quality above cost and are compelling brands to reconsider their digital buying strategies. The complexity and fragmentation of the media supply chain has been exploited, all too often, at the client's expense.
Although we know technology enables brands to target more cost- efficiently, this alone is no guarantee of delivering true optimal performance. While it is true that programmatic has transformed the way media is traded, 'audiences reached' issues persist around low-quality inventory, non-viewable and low-engagement advertising.
While the opportunities offered by digital media platforms and programmatic trading are significant, they have also created greater complexity for brand marketers, which, in turn, present additional challenges:
- Data: Having multiple data sources across multiple digital platforms in varying formats creates a data integration problem.
- Metrics: KPIs are in abundance and are evolving, yet measurement standards are variable and often incomplete.
- Supply chain: Gaining full disclosure of investment information across platforms, technology, data, and inventory remains challenging.