Platform consultancy.
The Bidmath methodology towards programmatic in-housing.
The context
We continue to see brands increasingly search for more transparency, further control and access to premium inventory. These demands mean that certain brands have made progress in developing in-house strategies to meet all of the above expectations.
Before we move onto the challenges of embarking on this type of migration, we need to understand the top drivers cited by stakeholders to transition programmatic, to an in-house model:
Advertisers feel a loss of control with programmatic advertising
- 63%
Struggle to get data transparency.
- 73%
Think agencies don’t accurately measure programmatic.
- 66%
Don’t receive enough data transparency.
The approach
As a company, we recognize that when a brand establishes an objective to move their media operations in-house, whether it is social or programmatic, or both, we advise that brands should view this as a journey that is staggered with a full transition plan towards their customized objective.
In-housing is often misconstrued as an overnight switch or migration and this is where we work with partners to establish the below framework to ensure that if the objective is to have full technology ownership. We will support the brand on that journey on a step by step basis.
For instances where brands require training and onboarding, the Bidmath team will dedicate programmatic resources to sit within the client’s office to collaborate and run one to one in-depth platform training for all members of staff that will be ultimately responsible for the programmatic discipline.
In-housing matrix – framework for growth.
Four stages that take a brand from assessment to full technology ownership.
- 01
Assessment
- Information gathering
- Maturity evaluation
- Structure development
- Technology evaluation
- Training plan
- Custom roadmap
- 02
Implementation
- KPI framework
- Interview & testing
- Training & workshops
- Weekly sessions
- Staff deployment
- 03
Transition
- Best practice document
- Handover period
- Programmatic toolkit
- Support agreement
- New joiner inductions
- 04
Ongoing consulting support
The challenges
Migrating programmatic in comparison to other media such as social or search brings unique challenges, although the budget might be in place for an effective set up, the key challenge is actually the identification of industry talent.