Transcript for:
Programmatic Transparency in Advertising

so let's get started hi everybody my name is jenny neiswanger i am the vice president of data tech and measurement and part of the global growth council and data and tech council it is great to be here today today is the sesh the second session of four providing a deep dive into the cmo guide to chromatic transparency transparency today's session will focus on understanding the programmatic process and understanding the cost drivers the cmo's guide to programmatic transparency was created by cmos and the foremost experts including karen walker raja raja minar and xena arnold and was initiated as a direct response to the ggc data tech and measurement mandate number one optimize and create transparency in the programmatic media supply chain through the creation and implement implementation of this guide the a a is shaping the future of marketing and taking back ownership of our industry one of the key uh contributors to this guide is here today to take us through the programmatic process and cost drivers and it's a privilege to have brad morin check the head and global the head of global media for clint kimberly clark brad take it away all right thank you very much jenny yeah it's uh just want to say right off off the start that it's a it's a real privilege to be you know sharing this this deep dive with you all today starting to get into the programmatic transparency uh you know guide to programmatic transparency a little bit deeper uh help you unpack a lot of it programmatic is a channel capability that i've been you know passionate about since it got started and even in the seven years that i've been at kc we've done a number of partnership uh opportunities with the a a including the bot baseline study back in 2015 and 2016 so um you know helping to help make the programmatic supply chain better and work harder for advertisers is something that uh i'm passionate about and glad to be sharing some perspective with you all today and again thank you for the a a for the opportunity so as jenny said quickly uh this is you know we've got about an hour maybe a little bit less we'll see how the timing goes um but you know we'll kind of start with the you know objective of what this white paper is all about for those of you who may not have seen the first session and also just kind of recap what that was very quickly and then we'll dive into what jenny said we were going to do which is helping you to understand the programmatic process really deep dive into the cost drivers and then we'll close out with some some thoughts that i have to help kind of guide your programmatic approach which i think could really apply to any cmos you know business or advertiser regardless of category or industry so with this white paper the goal was ambitious as jenny said it was to help cmos recover 10 cents on every dollar spent in programmatic digital because if you put all that together with 500 cmos saving 10 cents on the dollar or helping to optimize 10 cents on the dollar that gets spent in programmatic at the level that we spend in programmatic as an industry that equates to 10 billion dollars in uh in in more effective spend so um on on january 29th jose diaz from aetna did a kickoff you can probably click the link to watch his introduction if you haven't seen it but what he did in that session was really introduce the white paper and a little bit more you know detail in terms of the concept one of the highlights was talking about how 60 of programmatic spend is on fees and technologies that's really important for everyone to know and that's what this white paper is going to help address is how do we you know there's a lot of room in there obviously for for optimization when so much of it is going to go into those fees and and technology so how can you optimize um in terms of the how the white paper came together as jenny said it was very collaborative and diverse team and it was a two-year process so there were experts from you know client side agency side vendor side you know consultant help all types of people that were able to weigh in on the on the uh the guide as it came together so we obviously feel really good about the final product and it certainly has had uh a lot of folks like reviewing it and approving it and and know that it's going to help add a lot of value to everyone who reads it and really when you get to the heart of this white paper once you kind of get through the upfront section that has more you know definitions and sort of some of the help you kind of understand how programmatic works which i'm also going to talk about today it's really about a crawl walk run fly framework that you can apply with tons of useful information around questions you should you can ask things you should be looking for watch outs pitfalls opportunities all those kinds of things as you kind of unpack sort of every aspect of programmatic advertising so it's the kind of thing you're going to want to print get a highlighter look for questions talk to your team about but again it should be incredibly helpful because there's a lot of questions that we encourage you to ask and if you're not clear on what the answer that question is or have even like no idea of what the answer that question is it would be a good one for you to talk about with your your teams and your partners all right so what is the crawl walk run framework exactly and and today we're going to be uh focusing on the crawl and the walk portion which is really starting by helping you sort of know who you're working with and what you're paying for very basics and we'll so i guess we'll unpack sort of the programmatic you know process and a lot of the fees that kind of come in it and what they mean and what they do and what they're for and how you can help spend them better or optimize them and the second thing is to understand the functions and benefits of what you're paying for so it's important to know like what are all the capabilities that exist as tools and technologies and fees that you're you're paying for right and what can they do and what can't they do and a third session that'll be coming up it'll get into more detail around like really leveraging those functions and benefits to a fuller extent i think really starting to unpack a lot of the questions that we kind of pose in the white paper and talking through those with um in more depth and that'll be led by rachel mervis who's actually on my team here at kimberly clark so session three is coming up and she'll also get into the fly aspect of this guide which is going even you know to the step further which is really about maximizing the performance of every technology that you use and really future proofing and having a road map for not just you know getting better where you are today but what you're really trying to drive to in the long term okay so let's dive into the programmatic activation model with is about the the simplest visual of a very complex process that we could put together um but the good news is it's fairly linear and so we're kind of going to kind of focus on the middle here right and we'll just start with you're the advertiser and you want to place an ad against a specific target audience that you have somewhere on the open web whether that's on a desktop or mobile or even in app and you want to place that ad via a bid based system because it can help you sort of find like very cost efficient and effective ways to get that ad out there in a very targeted way and really you know at the end when you think about programmatic it's i think that the difference of it is that you know we've it's the biggest paradigm shift that it had is that it went from thinking about buying environments to buying consumer attention and really sort of focusing on the audience first is who is it that i want to reach wherever they might be you know on the on the web whether that's again on their desktop or phone or an app i want to be able to reach them with my message and that's the most important thing right so we kind of it's kind of a pivot away from buying you know more publisher direct content areas but it still can be an absolute successful tactic right but this is more about i want there's a really specific audience i want to be able to reach i want to be able to reach them in a cost efficient way wherever they might be are on the web when i'm when i'm in flight and schedule and all those types of things so um that's what what programmatic does you're the advertiser you've got an ad you want to place obviously it takes a lot of work to to make that happen through a rather complex system but making it simple you know it starts with a team that you have a trading desk activation specialist someone who knows how to work with the the platforms and technologies to take the first steps to get your ad into the marketplace by you know defining your target audience like finding the data source to to reach that person understanding you know the technology that it takes to sort of like load it you know in into the system so that it can ultimately go out into the marketplace and and reach that consumer that you're after so you know you've got a department or an arm or a team an agency that oversees that right the people that we kind of say are pushing the buttons and flipping the switches to to drive the buy so then when you move to kind of the middle um there's the demand side platform or the dsp right and if you look at those two things demand side and supply side supply and demand so what the demand side platform does is it's a technology uh that actually that the trading desk person is working with to actually load the buy-in and that's the thing that um you know that's that's the technology that really sort of helps your ad kind of connect with the supply side uh and uh to to find the consumer and then the place where you can reach that consumer at the at a bid price that that you've kind of set some parameters around in terms of what you're willing to pay for it right so the trading desk person works on the demand side platform the demand side platform technology does the work of kind of reaching out to the marketplace on the sell side uh which the sell side is being fueled by publishers right so any dot com you can think of that has ad space available they kind of say hey these are the ad units that i have this is the real estate that i have these are places that are these are placements that are you know when people kind of come to my site i can populate with ads they make those aware of this the to the supply side so the supply side and the demand side talk there might be a number of bidders trying to win uh that that any specific ad placement for any specific audience and uh you know the the uh the ad goes to the highest bidder at the time uh so that's how that works and once that happens the ad appears on the publisher site and the customer gets to see or the consumer gets to see the ad right um a couple things in the top and bottom just to point out uh that you know that's that's really the process and how it works i'm gonna i'll even make it simpler for you on the next slide with a pretty pretty clear metaphor but there's some things on the top and bottom that you see um you know obviously reaching consumer audiences takes you know a lot of different data you can use a lot of you know first second third-party data sources to reach different audiences you know dmps and cdps are places that kind of help store that data the difference really between the two is that a dmp or a data management platform is more for third-party data sources or cookie-based sources and a cdp is more for a based customer data platform is more for first party first party data so in all honesty i think like right now like dmps as cookies are going away are probably you know less of a big thing than they used to be a few years ago they're still out there cdps are probably more preferent but these are the things that really help you you know organize you know data warehouse data to find like insights help with budgeting all these kinds of things so that's kind of a little technology that exists on top of it and then on the bottom side you've also got ad serving technology which is really what you know tags your ad and kind of helps your ad get into the marketplace it helps you get the data back that you need in terms of you know performance results and proof that the ad actually ran and all those kinds of things so a little bit of technology in the top and bottom but you know really when you think about what programmatic is it's all about having an ad that you want to put out into the marketplace and through a bid based system where you've got support to do it demand side technology that talks to the supply side to find out what those bidding places are ultimately kind of getting to the consumer through the publisher so the really easy analogy to make between programmatic ad buying is to really just draw a parallel to the stock market when you think about it right if the advertiser is like the stock buyer the ad unit is the stock the activation specialist so your your agency team is like the broker they're going to go out there and get help you get what you need the dsp is the technology that enables the buying which is you know what the stock exchange also has platforms to help you do that the supply side is the actual exchange where the the stock is made available for buying and the and the publisher is like the stock seller or the person selling the stock so very similar into how all of it works so i think a lot of common technologies between the two um and that's kind of how it works so a nice simple way to to think about programmatic is something that we're all familiar with which is the stock market it's really not that different okay so uh next thing that we're going to do is start to unpack as i said the costs of the programmatic ecosystem so all those things that i showed on the chain and the slide previous are kind of back on here and what's important to realize is that you know for when you spend a dollar on programmatic advertising 60 of the cost typically again that's not like a hard and fast rule but guidance is that 60 60 cents of that dollar is going to all the technology and capability that it takes just to get the ad into the marketplace and the other forty percent of the cost goes to the supply side um you know the the the ssp platforms you know could collect a little bit for helping the publishers find the the consumer and then the winning bidder and of course the publishers receive you know some of the the revenue as well to help fund uh their their content uh and their site so um again with 60 of the cost on that side of the equation you know there's this is the part that like advertisers really have a lot of it in control i mean this is the part that you are um you know you have you want to understand like how your money is being spent in that area and you actually have the ability to um to influence it okay it's not a total black box which is i think some of the myth of it so when you really dig into it there's a lot of capability that we all have within all these technologies to kind of help optimize that's what we'll sort of talk about today so the cost of that 60 it's going to go towards paying your activation specialists the people you know flipping the switches that could be maybe you've got a commission based arrangement maybe you've got an fte based arrangement whatever it is you know maybe it's some other type of a flat fee that you've agreed to but you're paying someone to set up your buy and help get it into the marketplace that's part of the fee uh the dsp that ad technology also charges fees for the capability and that they provide it is very possible for advertisers to have relationships and actually encouraged for advertisers to have relationships with those dsps and i'll talk about that in more detail kimberly clark we certainly do that a lot we have a lot of direct communication with our dsp partners um you know sometimes with the agency sometimes without the agency but that's something that we've we've uh we've built up over the last few years didn't used to be the case i think that's maybe part of the you know i think some of the you know the a myth around programmatic is that it's this you know black box or that you know if you're working with an agency that it all kind of sits on that side and you can't really you know dig into it it's really not true anymore all these green boxes whether that's brand safety ad servers demand side platforms all these types of you know partners and companies and and capabilities like want to get to know the advertisers as well so there's opportunities to build relationships and understand the costs and what they do and make sure that they're providing you what you need for your for your buying purposes so um so yeah so what are the other things that are included here the dsp fees i mentioned you know ad serving there can be there's a small cost for that dco fees may be an option that's dynamic content optimization so that's when you can be using more you know automated capabilities to kind of pick up on data signals of the type of like a very specific aspect of your audience maybe like where they're from what they're looking for that kind of helps you you know customize creative sort of personalized creative based on who that audience is so there's dco technology that can help make your programmatic uh sort of you know buying even like more personalized versus just having one message kind of blasting out to everybody so you can you know have not that we would advise this but i mean you can have like literally thousands of versions of the same ad by being able to kind of switch out images and copy and offers and all kinds of things so if you're if you're using that type of a capability there's of course a fee for that we'll talk about that just a little bit brand safety and ad verification i'll probably spend a little bit more time on that because it's really important to programmatic transparency and a lot for advertisers to learn there and then lastly is data costs when we say data costs that's really the data when we select the data is kind of the the audience right so any audience that you're trying to reach uh you know most the time there can be data fees to say oh if you want to reach this type of a person this is what the cost is to reach that type of a person um you know and here here's a pool here's a whole pool of that this type of an audience that we can make available to you for you know um at a you know cost per thousand basis or whatever it is right so like there's a lot of costs that could kind of happen like on the data in the audience targeting side um it's probably the most complicated to unpack and we'll talk about that but um you know certainly opportunities there too to at least know what you're paying for being most important and then find out if there's maybe like low or other no cost ways to to reach sort of the same people um using some of the other technologies that you have so we'll get into all that today so really we're going to focus on the buy side costs all right let's start with your activation specialist all right so here's you know picture of you know an agency team sitting at an agency somewhere looks kind of modern and nice they're working on their desktops maybe they've got two screens but these are people who are trained and know how to actually activate you know programmatic buys so you know your buy specs will kind of pass through them and they'll load things into the system to kind of get them out into the marketplace so when it comes to you know transparency and cost with your activation specialist you know i think these are a few points of of guidance that you know i have for everyone you know number one is have really clear scope of works regardless of what your fee structure is if you're like i said if you're paying a flat fee if you're paying for like an fte basis type of a thing if you're paying on commission however you're paying you should say well i want to understand the team that i have working on my business and what the role of everyone on that on that team is and i understand like what they do and all the steps that they take like within their within their role so to me the the the starting point of programmatic transparency starts with those people that you've got pushing the buttons and flipping the switches and knowing exactly what they're accountable to do and if you're looking at this white paper i mean even as a starting point and you're kind of seeing like all the capabilities that there are in terms of the types of reports that you can get and information you can get back the way that things can be optimized you know those are all things that you can kind of go back to them and say well i want to see one when can i see this type of work or and it helps you hold them accountable right so if you know it gives you something very clear to know like we all agree that these were the type of work that you were going to do i haven't been seeing it happening or i have been seeing it happening right so just always a great practice and you can work with your procurement team on this you can work with consultants on how to draft good scopes of work so long as you've got something there are ways that you can get like other expert opinions in terms of like how is the scope of work detailed enough is it clear enough does it look like let's analyze does it look like what you're paying for is worth the value of what you're getting compared to other things you know in the industry right so at least having that type of documentation is going to give you something stronger to go with where you can get you know outside opinions on how strong it is and if you're paying the right price for what you're doing so but it begins with having a strong scope of work i'd say another thing that's really important with your team is know what their philosophy is right i mean programmatic is you know there's a lot of ways that you can sort of think about what you're putting out of the marketplace are they how are what's their approach to balancing price quality and performance right because i think an important thing to remember about you know programmatic advertising is yeah it's about winning a bid and you know getting it out in front of a person but you know we also more than the the cost and and the actual just the delivery of it you want to know like what's the experience right so um you know understanding what how are they sort of looking at what you're buying and the way that it's landing and the you know what the mix of the size of the units that you're doing like all those kinds of things like how do how often do they track those types of things so that you can make sure that you know you're not only reaching who you want but also reaching them in a way that you want in a way that you believe is going to help you know sort of drive your business and then tied to that is aligning with your team on optimization metrics you know any even for a single brand there might be multiple strategies that you're using programmatic for from upper to mid to to lower funnel type things so for any of those tactics that you're buying programmatic how are we going to optimize what are the types of signals of success or failure that we're going to be looking for how are we going to be setting benchmarks so that we can kind of track and monitor performance to see if we're getting better or worse we should be getting better if we're optimizing right like if we're starting to get worse can we diagnose what we think is causing that and make some make some adjustments right so very important to to know how the team is sort of setting your campaign up to success metrics that align to your business goals and then the last thing is uh you know two sorry could i move my my communication bar here because i can't quite read it i was too aligned on like hygiene level reporting so i think again that kind of goes back to what i was saying about what are the things that they're going to deliver to you on a regular basis to kind of help show um you know the pacing of your spend the quality of your spend the you know all those all those types of things again that kind of get back to the ad experience so like not only what are you going to be optimizing to but like how often am i going to be seeing how things are going and what are the things that i want to see that help me understand how things are going again when you go into the white paper there's a lot of questions and things that you can ask for around like all these levels um that i think rachel will probably go into a little bit more depth into the next time around but they're all there in the white paper okay let's see turn the page all right um talk about dsps for a while and i'll put the disclaimer on the the logos there on the left side those are for the purpose of example and reference not necessarily or not at all recommendations of you know who's the biggest who's the best or anything like that we leave that up to you to go out into the marketplace and discover there are more partners than these and all of them have different types of capabilities and strengths um so that's you know you can just to kind of but maybe to give you some names to give you a frame of reference we've put those here um so there's a lot that you know dsps you know do so when you say we've got a fee right you're paying a fee for what they do um but you know there's a lot of capabilities that those dsps are driving um they help import your audiences from your data sources or they might have their own for for for you to use and kind of consider some of those fees we kind of talked about unpacking data costs like that might be a way for you to save on data feeds if they've got audiences already sort of built in and they don't charge a data fee for reaching those audiences those audiences are kind of similar to the ones that maybe you were paying another third-party source for like pretty comparable perform kind of equally go with the free one right or the one that the dsp is providing but they've got bid parameter tools they're getting like really sophisticated stuff in terms of like how high you're willing to go what's the minimum what's you know time of day like all the parameters around the buy in terms of time of day you want to activate day of week you know a million different filters you can kind of put on there but like lots of capability in there to make sure that you can set up your buy to be reaching your audience when you want where you want how you want right so um that's part of what the dsp provides you can get back log files where your ads were placed what sizes et cetera so there's like kind of reporting on on what actually where things landed and it's also important to note that you know this is not just about you know digital display advertising but also you know video advertising on the web and an app there's now connected tv opportunities through programmatic and these dsps to place ads there even digital outdoors so the you know programmatic as a capability has expanded beyond just you know the mobile web you can actually now uh you know as basically like all media becomes digitized uh there's opportunities to you know place ads in other places just for the rec like social is a little bit separate social uses a similar bid based system we're not going to get into depth on this one on that here but it's kind of the same idea so but still there's a lot of expansion in terms of you know where you can use these types of dsps to activate and reach your your audience but i think it's like most um you know one of the most important things that you can do is again this if we kind of talked about the the the crawl phase being like know who you're working with and what you're paying for there's a great opportunity to really get to know your dsp providers and i'll say like one of the best things that we did at kimberly clark even just three years ago was we actually went through a dsp review process so an rfp we went out into the marketplace and said you know we've been working with someone and that incumbent also had a chance to participate but it gave us the opportunity to have numerous meetings with a number of top dsps learn about what makes their capabilities different what type of you know strengths they have where they're exploring what their roadmaps are it was just a great learning experience for us on the client side to really see understand the breadth of capabilities that exist and start to build more of our own direct relationship with these partners versus saying well that's just kind of the agency team and they kind of work with them and they they do all the stuff right like it was important for us to learn what their capabilities were so again kind of going back to that agency accountability piece we can ask the questions back well all right here's tools that they have are we using those kinds of things currently how you know are they successful do we need that like all that type of stuff right just getting to know the capabilities of each partner like not only for selecting the one that was right for us but just even kind of knowing what was even possible out in the marketplace was like a huge help so um very good process to go through again you can you can work on this either with you know your own internal team in combination with your agency partner and we certainly did that with ours they were they were a key part of the process of helping us determine our final recommendation outside consultants you know whatever you want to do but um certainly one good way to really learn programmatic is to do something you know on that level or even if it's you know at the end like the your your agency partner who actually owns the the master service agreement with the dsp you still learn a lot by just being part of the process and of of helping to select the one that you're going to be working with um okay turn the page all right um so just some some primaries uh considerations for selecting your primary dsp um you know if you do go up to review or if you want to think about you know who's the one or maybe just getting into programmatic is how well does it integrate with the other ad tech that you have you know you could also say well does it maybe even have like i said some of the audience features where i don't you know have to pay for audience is that something that's important to me do i already have a lot of first party data so i really don't need that type of a feature i want to be able to more customize like all those types of things are things that you can ask in your dsp review but you know again thinking about how well it integrates with the other ad tech that you already have is certainly a key one what unique offerings and tools do they have you know can you pay for what you need only is another important thing right i think you know when you're talking about driving programmatic you know optimization one of the things that you don't want to do is be paying for things that you're not using or don't need and if there's a way to uh you know sort of really sort of tailor make your agreements to to only paying for what you need that's going to help you save save costs right um and as i said i just think just so if your agency owns the msa you can you know still get some specificity and transparency like out of their fee structure it's important i think for you on the client side to have a direct relationship with your dsp team and align with your agency and that partner on what's the partnership roadmap okay what are we using today what's what things are on the horizon how are we sort of all working together client agency and demand side platform in terms of you know checking for success and progress and evolution all those type of things right so like i said even if you don't own the contract you can still have be part of that relationship you are not excluded as an advertiser because the the dspn agency knows like all of this is only happening all these fees are only coming into both sides because of the money that you're bringing to the table and the advertising that you want to do so you absolutely have a right to you know ask plenty of questions and understand how the process works know how things are being paid for know what the tech fees are going towards again there may be some aspects that you don't have complete transparency into based on what the agreement is or it may take a little bit of hoop jumping to get some of the information but that's really when you start to get into some pretty really specific granular things lots of basic information you should be able to to get just by asking the right questions and having the right conversations okay next page all right now we're moving to add verification and this is really critical to transparent programmatic buying and what is ad verification it is technology that is added on to your buy like usually through a relatively small cpm add-on to your programmatic buys that helps you avoid advertising to to bots there is still fraud out there on the internet that was like as i mentioned earlier in the in the call casey kimberly clark present uh participated in a bot baseline study a number of years ago and we learned that there were indeed when we weren't really closely monitoring our ad verification that we were wasting a lot of money going to fraudulent traffic because it's very easy for bad players out there it used to be it's gotten tougher but back in the early days of programmatic it was pretty easy for bad actors to um you know basically have bots go out and like visit websites websites think it's a person your ad fires and you know on the page and you get charged for that ad but it wasn't seen by a person it was just seen by an automated you know crawler like triggering web pages right and then and then there's you know there's a whole potential funnel of like dark money that could have been going on from that so you don't want to do that as an advertiser obviously you don't want to waste your own money and more importantly you don't want to be funding you know illegal activity inadvertently so all these ad verification partners will really help you guard against that and keep that to a minimum you know i think at this point like we are like well under you know even like half of a percentage point of of activity sort of going into like like undesirable uh places so it's very very very small um and that's you know kind again this is a big thanks to these types of partners who help you do that um the other thing that that ad verification does is it makes sure that you in addition to like avoiding you know fraud and that type of activity it actually also helps make sure that you run in content areas that you are comfortable with so and all of these partners have the capability to make sure that you you know if there's you know depending on what your thresholds for brand safety are uh that you meet those thresholds i mean obviously different types of categories different types of advertisers have different tolerances kimberly clark being um you know sort of consumer care goods type of a company we're a little bit more conservative when it comes to the types of areas where we're willing to appear so we have you know pretty tight brand safety controls there's a lot of adjacencies that we don't want any part of and add verification helps us do that so that we run in places that we are comfortable with and reflect uh you know where we want to our audience to experience our message and then the last thing that they can do our main thing that they do is also give you a lot of performance and engagement metrics so obviously you know or maybe not obviously but when you buy ad space you know on a website you know the website's got a lot of you know any page has got stuff to scroll down to right um when ads are you know when a winning bid happens you land on a page you might be kind of your ad winning bid might have been down towards the bottom of that page well if the person who went to that page never scrolls down that far you still pay for that ad even if they didn't scroll all the way to it right so what you want to know is what this technology says is was your ad viewable and so you want to be you know tracking am i paying for you know ads that are mainly being seen or am i starting to pay for ads that aren't seen right and there's what's interesting is that there's actually a bit of a sensitive balance to this you know where you say well i don't want to waste any money but of course the way that the system works is if you might have to bid a lot of money to have 100 viewable so it may actually be a little bit more cost efficient to have a little bit of non-viewable um and pay a better price for it but the main thing is that like you're tracking it you're watching it you said hey all right we're at a nice like 80 threshold and we're playing like really low cpms if i try to get to a 90 threshold my cpm's double i don't want to pay double to just reach 10 percent more of the people i'm totally happy with this right so there's like trade-offs that you need to think about as an advertiser in terms of viewability and what you're willing to pay for it and how important um you know that that that cost trade-off it's all about finding the sweet spot and these advertisers help you do that but not only just was the ad scene but how long was it on screen you know video playback completion rates hover rates like other forms of engagement of course like click throughs like all those things um are helped to you know track through the ad verification software so very important uh to to have this on your on your buy again like like dsps that we talked about earlier you have the ability as an advertiser to sort of determine who is it that you want to work with even if it's your agency that owns that master service agreement you should know who you're working with what you're paying for what their capabilities are because they all have different expectations they all have different types of tools and there may be a way like depending on what your need is just make sure that you're not paying for more than what you need or less than what you need and that you're actually getting you know you're seeing from your agency like reports from how all these things are are performing uh incredibly perform incredibly important to you know to help you optimize your bias like add verification it might be like the single most important thing uh in my view in terms of you know really helping to understand like how well your your your investment is performing on the marketplace in terms of being seen and and you know and not going into places that you don't want it to be or into fraudulent traffic because that's like the biggest waste of money you can have so these are safeguards that are worth paying for they pay for themselves by what you're able to catch and again you can see all those types of things in the reports that they have in terms of how many things got blocked how many things got through it also has an opportunity you know when things do get flagged you know your agency partners or your activation team can kind of go back and say um hey do we want to like add we we almost want a bid for something that place that we don't want to be like let's kind of add that to a permanent strike list so that we it doesn't even like kind of come up as a possibility for it to slip through again so you can have those types of things in terms of identifying you know partners that you want to you know always be able to have access to and one or publishers where you always want to be able to have access to other other places where you want to make sure that you don't want to go and kind of help manage that list for you as part of their process which again is another thing to kind of go back to in the scope of work in terms of the discipline that your agency team is is putting into helping you manage against the types of things that they're learning or that they're seeing from the ad verification that you have okay um move on to the next page all right this one i i mentioned earlier right that the data fees can be the most complex to to to unpack and um you know this is really just the type of thing where you know you just need to have like a good understanding of for every audience that you're trying to reach and again every brand might be using a variety of tactics and have a you know different slices of you know an audience that you're trying to reach sort of based on purchase behavior are they new to a category are they previous buyers you you know is there um you know male female like whatever it is right there's gonna be like some differentiators in terms of who you're trying to reach and what you're trying to say to them that every tactic that you use like requires some type of a data source to get there of course first party data when it's your data you know you can use that for completely for free because it's your data and get that to your you know to the into the dsp and go ahead and look for it and to buy that audience but you know most a lot of advertisers don't have that huge wealth of the first party data so you've got to use other sources to kind of help reach people and all those sources can come and come with different costs the main thing is just sort of knowing hey based on who my audiences are like help me understand what the data fees are to reach that audience and then like i said have that conversation um this is really into point two here you know about is that the most cost efficient way to reach that audience what are the other options that we have what if i change it from this to that how does the cost change right so like understanding um you know some of the initial data fees of what it takes to reach a certain audience will help you decide like what you're willing to pay for and what you're not when it comes to those things so again the bottom line here is understand all the audiences that your activation team is planning where the data reach that audience come from and if it has a cost so that's the starting point on that one okay well that's really like sort of the the main uh points in terms of the the fee structure so uh we we went through uh who you are what who you're working with and what you're paying for ways that you could think about doing that and understanding the functions and benefits of what you're paying for on the on the demand side which is really where most of the fees are that you pay for come from because the other part of it is really just the actual money that goes to the publisher who is you know which is kind of the typical ad model that we're almost used to right so 40 cents is going to them 60 goes to all the costs that um i just explained and hopefully you have a better understanding of what those things are and what their capabilities are and ways that you can start to ask questions around to pay for again so much more in the white paper itself for each of those areas there's a ton of questions rachel in the next session will go into even more depth on all those things so this is just kind of the initial grounding for you to help understand the landscape and what the sort of the gist of those fees and um and services are so she will go into these ones where it's scheduled for august 24th so a couple weeks from now will be session three um some final thoughts to take away to share with with you all um you know and these are things that i i kind of steadfastly believe in as as a leader in the in the in you know media marketing advertising whatever you want to call it and and specifically the programmatic space i spent a lot of time working in it i think it's important to know that with what we just talked about there's a lot of good fees in in programmatic right the technologies and capabilities of things that we do enable us to reach our consumers in more personalized ways than we were able to before um and you know and and the cost to do that um you know i think you can kind of say in many cases it's a fair cost because you're avoiding waste it's helping you be more specific it's helping you be more effective all those types of things so the fees in programmatic you know are are there like not just to you know to take advantage of you but to actually help you advertise in a more effective way the key things are we talked about this a bit but like don't pay for things twice uh it can be very easy for fees to be duplicated and you know we had found that on on kimberly clark even from an ad verification standpoint as important as that was to us they were we were using a couple of different partners some of them had the exact same capabilities we were paying for them to each do the same thing twice we were able to generate a lot of savings but just kind of really crawling under there and saying okay we want to use these guys for this these guys for this i only want to pay them for this them for that um because we were we were doubling down on some of it and there's lots of opportunities and programmatic for those things to happen whether that's ad verification or a dco and an ad server sometimes those things can be one in the one in the same um you know the data fees like i talked about you know you might be paying for an audience that you don't even need to pay for because there might be a cheaper or a no-cost solution so those are really important things to look out for and don't pay for things you don't use there's a lot of capabilities that these partners and tools have if you know upon further examination you learn that you're paying for something that you know we don't really need that feature or the agency's not even using it we don't really see what the value is it doesn't help our business see if there's a way for you like not to pay for that because a lot of the things again like agreements kind of get set up they assume that you're going to use it but until someone really digs into it and sort of looks at it and says um you know it's very clear on how much or the value that it's coming out of it you know you might be you know paying for something that you don't really need to so um and then on the on the same side of that or the other side of it is hey request proof of value performance for what you are paying for so we talked about ad verification you should have access to those reports you should be understanding how things are performing you should if you know what the capabilities are you should have every right to kind of ask how are those capabilities being used what types of things are we seeing etc so it's another good way to make sure that you're getting the most out of your fees and programmatic is you know also make sure that for the things that you are paying for that you're getting the value that you expected um second big point um and when it comes to programmatic is that you know to me true programmatic transparency also illuminates the consumer experience you're buying i think that there's a lot in the industry when we talk about transparency that's very cost driven and obviously that's very important um but you know i think it's important for any advertiser to not just think about what are the costs and how can i optimize and how can i save more money but like how am i really making sure that the consumer experience that i'm paying for is delivering what i would expect it to in terms of who i'm reaching with what where how well it performed so again with the with the technology and the partners that we talked about today whether that's your dsp or ad verification or even dco technology like those are things that can give you feedback on on what's happening and you should be looking at hey what are the log files where have i been running you know is you know am i maybe i'm happy with the low price that i'm paying i can see that i'm getting a pretty good reach and an audience number but if i'm reaching them on a whole bunch of like really small low impact banners maybe i do want to increase my bid maybe i am willing to pay a little bit more for a better advertising experience to get more view through rates or viewability and those kinds of things right so it's important that everything sort of be looked at as a balance that you have to you know accomplish and remember that you know this is not just a you know you know only a performance driven like type of of a channel but one where you're trying to like influence consumers on a potentially on an upper or even a mid funnel level um so thinking about the advertising experience that you deliver there is important um and you should have you know clear understanding of the guidelines and guardrails in place to help ensure that quality ad experience um and you should ask for you know reports on how things are going and you can align with your programmatic team on how to do that um the third final point um of the four so we're almost done is that uh the programmatic supply chain wants to partner with you right um you know this is a very you know this is a very legitimate industry and i know that there's a lot that kind of gets you know published i think we're trying to bust some of those myths with the white paper that we have and um you know and through these conversations that you know the the programmatic is this like black box that nobody understands and none of the money ends up going to reach the consumers there's all types of things that you see out there that that even can be kind of cynical about it but when you really get to know the people who work in the business whether they're on the dsp side ad verification dco i mean these are companies that exist to help us advertise more effectively they want to see us succeed they succeed when we succeed right and more people engage help drives more accountability so highly encourage everyone whether it's yourself or through your teams to start to build you know relationships with all the people in this programmatic supply chain that you're working with and learn about what they can do learn about how they can help you um because they're they're there to do that and they're they're good people they're advertising people just like us um and the last point is that the future of programmatic it is really exciting you know more channels will be purchased this way regularly i talked about connected tv and digital out of home uh it's becoming you know and then you start to think about wow i can really start to actually optimize and you know reach and manage my plan like in a multi-channel way like through the same buying platform which is pretty exciting the automation continue capabilities continue to improve using richer and richer data signals so uh again we continue i still feel like we're you know we're like 10 to 15 years into the programmatic era and it still feels like it's kind of at the beginning in terms of what the possibilities are in terms of where ai can take it and how you know sophisticated and good at reaching people in an effective way the automation can kind of help us get and then the last thing is that hey cookieless audience audience data will become the norm and while a lot of people when that announcement came from google a couple years ago that the cookies were going away even though google now keeps delaying it even another year until they're going to sunset the cookie um you know i also i believe that really it's a good thing because when you're solely reliant on cookie-based third-party data you don't really have control over the consumer experience it's you know you can be reaching the same person over and over again with the same message versus when you're using first-party data you have that in-house and you kind of you can really manage your communications and you and the flow and the frequency and the and the the order of which things appear kind of based on the signals that come from that from that audience versus like always kind of going back out into the same pool and not really knowing um you know who exactly you've reached each time and what they've seen before so you know i think the cookieless future is actually a good thing for the ad agency it's going to help improve both advertising performance and audience benefits so lots of good things still to come but it all starts by the folks who have tuned into this webinar and are reading the white paper getting a little bit more involved and helping to drive better performance on a channel that has tons and tons of potential to do great things for your business so with that i will conclude