Archive for Paul Mokbel

It’s Time for Media Buyers to Take Back Control and Reap the ROI

Posted by Paul Mokbel on December 18th, 2012 at 11:50 am

As Internet ad-buying technologies advance, there is an increasing number of ways to reach a targeted demographic with your brand’s values. Within the past three years, real-time bidding (RTB) and programmatic ad buying have cemented themselves in both the industry and the agency ad-buying process. Advancements in media-buying technology, such as demand-side platforms (DSPs), have made it possible to rapidly scale online campaigns, but also foster a passive, push-button approach to media buying. It can be a challenge to determine whether data-driven, automated ad-buying solutions really help agencies’ bottom lines and deliver what they’re paying for. Agencies and their media buyers are asking themselves: Can we have it all? Can we have the scale and efficiency of programmatic buying and the control over buys we’ve always cherished?
Through traditional full-service DSPs, media buyers may feel they’re losing control of their campaigns from the lack of transparency about which impressions are being purchased, where the ads are being placed and whether the metrics are truly delivering useful and actionable insights. Sometimes, these challenges hurt their profit margins, regardless of how well their campaigns are performing. The merits of fully-managed DSPs are clear, but obviously they’re not enough. Fortunately, with the launch of... Read more