CATEGORY

Programmatic Buying and Digital Asset Management

Programmatic buying is the algorithmic purchase and sale of advertising space in real time through a bidding platform. The process involves the automation of buying, placement, optimization of media inventory.

Beroe LiVE.Ai™

AI-powered self-service platform for all your sourcing decision needs across 1,200+ categories like Programmatic Buying and Digital Asset Management.

Market Data, Sourcing & Supplier Intelligence, and Price & Cost Benchmarking.

Schedule a Demo
Meet Abi

The World’s first Digital Market Analyst

    Meet Abi

    The World’s first Digital Market Analyst

    Abi, the AI-powered digital assistant brings together data, insights, and intelligence for faster answers to sourcing questions

    Abi is now supercharged with GPT4 AI engine. Enjoy the ease of ChatGPT, now on Abi

    Programmatic Buying and Digital Asset Management Suppliers


    Programmatic Buying and Digital Asset Management Supplier

    Find the right-fit programmatic buying and digital asset management supplier for your specific business needs and filter by location, industry, category, revenue, certifications, and more on Beroe LiVE.Ai™.

    Schedule a Demo
    Sample Supplier
    Company
    Omnicom Group Inc.
    Location
    Jackson, Mississipi
    Duns number
    3862211

    D&B SER Rating

    dnb logo

    Up to 3 months

    1 9
    6
    Low Risk High Risk

    The Supplier Evaluation Risk (SER) Rating is Dun & Bradstreet’s proprietary scoring system used to assess the probability that a business will seek relief from creditors or cease operations within the next 12 months. SER ratings range from 1 to 9, with 9 indicating the highest risk of failure. We’ve prepared an infographic to help business owners better understand what influences their SER Rating.

    Moody`s ESG Solution
    ESG Profile

    Company and Sector Performance
    39

    100
    Limited (1)
    ESG Perfomance (/100)
    Environment
    62
    Social
    30
    Governance
    47
    6 Domains Performance (/100)
    Business behaviour
    41
    Human rights
    51
    Community Environment
    18
    Corporate governance
    49
    Human resources
    17
    Security Scorecard
    81

    Threat indicators
    B
    83
    Network Security
    Detecting insecure network settings
    A
    100
    Hacker Chatter
    Monitoring hacker sites for chatter about your company
    A
    100
    DNS Health
    Detecting DNS insecure configuration and vulnerabilities
    F
    56
    Application Security
    Detecting common website application vulnerbilities
    B
    84
    Endpoint Security
    Detecting unprotected enpoints or entry points of user tools, such as desktops, laptops mobile devices, and virtual desktops
    A
    100
    Cubic Score
    Proprietary algorithms checking for implementation of common security best practices
    A
    92
    Patching Cadence
    Out of date company assets which may contain vulnerabilities of risk
    A
    100
    Social Engineering
    Measuring company awareness to a social engineering or phising attack
    B
    89
    IP Reputation
    Detecting suspecious activity, such as malware or spam, within your company network
    A
    100
    Information Leak
    Potentially confidential company information which may have been inadvertently leaked

    Industry Comparison
    omnicomgroup.com
    Industry average
    Adverse Media Appearances
    Environmental Issues
    0
    Workforce Health Safety Issues
    0
    Product Service Issues
    2
    Human Rights Issues
    0
    Production Supply Chain Issues
    2
    Environmental Non Compliance Flags
    4
    Corruption Issues
    0
    Regulatory Non Compliance Flags
    6
    Fraud Issues
    1
    Labor Health Safety Flags
    6
    Regulatory Issues
    5
    Workforce Disputes
    0
    Sanctions
    0
    esg energy transition
    72
    Discrimination Workforce Rights Issues
    6
    esg controversies critical severity
    No

    Programmatic Buying and Digital Asset Management market report transcript


    Global Market Outlook on Programmatic Buying and Digital Asset Management

    Reduction in transection cost for both buyer and seller, opportunity to enhance monetization, effective targeting of ad campaigns, coupled with transparency involved in the automated buying process, is paving the way for tremendous growth of programmatic buying.

    The US will continue to lead this pack. Mobile banner and video ads will attract maximum dollar spent in the coming years

    Key Insights

    • Market growth: Programmatic spend is blustering. The global market will be more than double by 2020, with promising growth rate of around 20% for the next 3–4 years
    • Marketer are realizing number of benefits through programmatic buying that includes, but not limited to are

    - Opportunity to reduce transaction cost

    - Enhance monetization opportunity

    - Improve efficiency of ad campaigns by using consumer data

    • The US is by far the largest market of programmatic spend, owing to technological advancement. The UK and Germany managed to secure place in the top five positions, due to rising preference for display ads
    • Banner and video ads on mobile device would be mostly traded through this platform. While video ad will expand its share to 52% by 2019, up from current 26% share

    Programmatic Buying – Outsourced Model 

    Pros:

    • Allows to consolidate global media account and leverages agency buying power
    • Has access to premium inventory from global media owners
    • Bespoke technology

    Cons:

    • Lack of transparency: The agencies do not disclose much information on their cost structure and cost of media
    • Discounts from publishers may not be passed to the client
    • Limited control and input by advertiser

    Overall Media Cost under Outsourced Model

    • Low cost is maintained, due to leverage of agencies media buying expertise and relationship with publishers
    • Amortization of technology spread out over multiple clients allows agencies to spend a great percentage on the publishers. This does not imply that its expensive, they are bulk buyers, and therefore, high portion of the spend goes into the inventory

    Channel Specific Trends

    Mobile Search

    • Advertisers are increasingly using ad extensions (e.g., click-to-call, map location, and ad site links) in the mobile paid search ads to improve CTR and conversions
    • Limitation: The absence of mobile optimized landing pages in many mobile paid search campaigns is a major obstacle to increase conversions through the mobile search channel

    Mobile Messaging

    • Integrated campaign: Advertisers are using the SMS channel to attract in-bound text messages from users to avail mobile coupons or deals promoted via print or TV media
    • Smartphone-specific MMS marketing (involving hyperlinks, images, videos, etc.) are practiced in mature markets, like the US, Western Europe, etc.

     Mobile Rich Media and Video Ads

    • Advertisers use rich media display ad formats (e.g., expandable and floating banner ads), which optimally use device features when delivering in-app advertisements for high-end smartphones
    • Videos ads have stated gaining larger dollar share of overall digital ad spent

    Category Definition – DMP

    A DMP is a centralized DMP that allows the user to create target audiences based on a combination of in-depth first-party and third-party audience data. It helps in accurately targeting campaigns to these audiences across third-party ad networks and exchanges and helps them measure with accuracy, which campaigns performed the best across segments and channels to refine media buys and ad creative over time.

    Benifits of DMP

    Receive marketer's first-party audiences:  Some vendors enable publishers to receive audiences of first-party data from marketers—in a privacy compliant way—provided that the marketer is on the same platform. The publisher can then target the precise audience the marketer is interested in and charge a premium as a result. 

    Segment audience data:  By leveraging DMPs, marketers can effectively segment and analyze their target audiences by analyzing their own first-party data as well as supplemental third-party data. As they analyze the gathered visitor data (industry, interests, purchase history, etc.), marketers can develop audience segments and sell those segments to advertisers or other media buyers, enabling them to target consumers that fall under each segment category. 

    Understand your audience to increase CPMs:  A good DMP will come with preloaded third-party data. A publisher can then use that data to unlock insights about her readers that could increase the value of those impressions.

    Reduces waste:  Marketers can use the tool to identify audience with the same demographics sourced from multiple touch points and avoid repetitive data, resulting in a more efficient budget allocation among media and data vendors.

    Data security:  Some vendors offer data protection enabling publishers to monitor potential data leakage.

    Personalization:  DMP can be used to personalize client's website and the subscription sign-up flow. 

    Audience analytics:  The third-party data in the DMP can be used to better understand what type of users drive their most popular content.

    Interesting Reads:

    Discover the world of market intelligence and how it can elevate your business strategies.

    Learn more about how market intelligence can enable informed decision-making, help identify growth opportunities, manage risks, and shape your business's strategic direction.

    Latest: CCEP CPO talks about aligning Supply Chain Finance and Supplier Sustainability Read Interview

    Read Interview