While we highlighted issues with transparency in our previous installment, this edition centers on solutions with transparency when it comes to programmatic dealings for both publishers and advertisers.

Involved in solving these daunting issues with programmatic transparency is our in-house expert, Jagdish Narigara, ClearPier’s director of product management. With experience, knowledge and genuine interest in ad tech, Narigara was able to provide much insight.

Next generation advertising solutions in private marketplaces?

“Various SSPs and Exchanges have invested their resources into the next generation of advertising solution such as private marketplaces,” notes Narigara, “[they] have invested their resources into this but the direction is not cohesive — everyone is heading this effort to their own perception of the opportunity.”

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By meeting expectations of providing transparent, fair eco-systems — publishers can ease the struggle of identifying solid partnerships in advertisers. It’s important to offer visibility when it comes to who is buying their digital assets, at what prices and via which channel.

Transparency across the value chain is necessary — publishers should not only expect visibility into the buyer pool, brand safety, creative quality and protecting channel conflict — they should receive it. The solution in short? Only publisher approved buyers should have access to their inventory at the price specified by the publishers with the stipulated order of priority to each buyer and channel.

IAB suggets the net effect of transparent fee and margin policies for publishers is that buyers and sellers will be able to evaluate ROI based on “more accurate information, minimizing situations where they wrongly value the programmatic opportunity in addition to promoting more active participation in the auction environment.”

Advertising agencies also benefit from transparency

“Advertisers and agencies expect programmatic to provide transparency in terms of inventory, inventory source, quality and niche targeting and media cost,” says Narigara.

Platforms that promise only approved partners, and deliver site and page URLs, fold position and specific placement to ensure brands are landing with accuracy in terms of content and users, is a transparency solution.

“To gain confidence and motivate buyers and sellers, programmatic platforms should articulate and implement data storage,” says Narigara, “Management and consumption policies in consultations with buyers and sellers.”

It’s important that programmatic platforms be transparent as they capture, provide performance insights from different dimensions, bidding landscapes that show winning/losing bids, audience segments to attributing events and specific placements.

Narigara thinks programmatic is more than executing transactions in an automated fashion — it’s about unlocking great insights and having potential to drastically revamp digital media buying and selling strategies.

“Programmatic is not just the technology, it is the means of fostering trust, building relationships and enriching buying-selling experiences!” 


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