Nick Manning’s Post

How should procurement respond to the growth of the dynamic media landscape or ‘proprietary media’? In our latest article, Chairman of Media Marketing Compliance (MMC), Nick Manning explores the myriad of choices in today's media market, the impact of channel and audience fragmentation, and how to capitalise on the opportunity, whilst minimising risk. 👉 What does this mean for Procurement experts: 🌐 Infinite choices in the modern media market for consumers and marketers. 📱 Digitization and tech advancements causing channel and audience fragmentation, demanding higher marketing capabilities. 🔄 Ever-changing paths to purchase, 'shoppable' media, booming digital commerce, and the redefinition of TV advertising, especially for younger audiences. 🛍️ Retail media networks rewriting e-commerce rules; with Amazon, Shein, and Temu leading the charge. 🎯 Challenges in data measurement, a need for diversified capabilities, and talent shortage in the industry overall to content with. The article also sheds light on 'non-transparent' media practices by major ad agency holding companies, the impact on clients and their budgets, and calls for increased transparency and trust in partnerships.  🎙️ You can hear more from Nick on this hot topic, with his Keynote Speech at the Marketing Procurement iQ Conference (Europe) on April 17th at Kia Oval, London. Book your seat now via our dedicated site. Read the full article here: https://lnkd.in/ec8dPFhF #ProcurementInsights #Editorial #MarketingStrategies #NickManning #MMCChairman #MktgProcureIQConf 

Unlock transparency and efficiency in the digital advertising landscape with Supply Path Optimization (SPO)! 🌐 Discover how SPO can help break free from the complexities and enhance your ad operations. Learn more about the potential benefits in this insightful article: https://lnkd.in/gE7RP-id #AdTech #SupplyPathOptimization #Transparency

‘In terms of information asymmetry, in a transparent business arrangement, both parties to the transaction have essentially equal access to material information. And that’s how we define transparency. You don’t need to know everything, but you need to know what’s material. And as we lay out in our report, there are folks on the advertiser side who can only see to the horizon and have no idea what’s behind it. They don’t necessarily have the knowledge to understand how the various pops in the supply chain work. And also because there are internal disconnects within advertisers – procurement handles the contracting and marketing handles the execution and finance handles the invoices – the three of them don’t always meet up. There isn’t enough information in the hands of the people who are executing a programmatic campaign to make informed decisions about the right thing to do.’

Thrilled to share key insights from AdExchanger's Programmatic I/O panel on Supply Path Optimization (SPO). The industry is evolving, and it's crucial to address challenges. Open paths for bidding are a promising solution for efficiency and transparency. Let's embrace communication and innovation to ensure success in a dynamic advertising landscape. Check out the full article here: https://lnkd.in/gMBSFjaS #SPO #ProgrammaticAdvertising #Innovation

HOT OFF THE PRESS 🎉 Starting today, Adelaide’s integration with The Trade Desk will now allow for billing and optimization through their platform to make it even easier for our joint customers to use Adelaide’s AU attention metric! 🔥 💵 If you work with The Trade Desk, you can now pay for Adelaide AU measurement through your existing TTD commercial relationship, removing the need for extra paperwork or contracts. We’ve also simplified AU-driven media buying, making it easy for advertisers to invest in the media most likely to capture consumer attention. 💵 Put simply, media buyers can immediately harness AU to find the most effective programmatic inventory at an efficient price making attention even easier for our mutual clients to leverage. #attention #attentioneconomy #AUEverywhere https://lnkd.in/eux5ZpMf

💪 Positioning for Growth in 2024 - Publishers seeking growth in digital subscriptions should: 🔬 Experiment: Focus on areas where you can make a significant impact. 🎯 Set Goals: Define 3-5 KPIs for organizational success. 💡 Engage: Develop a comprehensive plan to reduce churn through smart engagement and marketing. 💫 Differentiate: Highlight your unique value proposition. Read more from Amalie Nash in our latest post:

In 2023, China’s advertising market exceeded CNY 1.2 trillion, with online ads accounting for over 90%. The players contribute various dimensions for advertisers to dissect, analyze, and define this ecosystem. Ad formats include videos, short videos, e-commerce, news feeds, and search, while ad purposes are categorized into branding, activation, and sales. However, in my view, from a practical perspective, a flexible combination of multiple methods is essential. Annual planning should still focus on classic media strategies, with further segmentation emphasizing independent media units for planning, operation, and procurement. This approach enhances individual media campaign effectiveness while aligning with the overall client strategy. What do you think? 🤔

The question advertisers need to answer is who will own oversight of waste removal from their programmatic supply chain? Answer: - Do not outsource governance. - Treat it like an extension of Risk & Compliance that intersects with Media Procurement and the CFO - Oh, and you need someone who truly understands Ad Tech, too. If you're a brand, need to make a business case, and are not sure where to start, please reach out to help get you started before 2024 kicks into gear. #objectivity #trust #transparency #adtech #governance #opentomeet

The use of #principalmedia isn't new. The early stages of digital networks, this was very common practice. The network purchased the inventory to resell, more through #shareofvoice instead of #CPMs or impression loads. And before that, large media shops would over purchase #network #linear inventory during the upfronts banking on reselling any unused inventory in the #scatter markets or to brand they worked with but unable to participate in the upfronts. However, it is a bit concerning the way in which its done today in the digital space. The challenge we see is that its not just a resell of inventory, but who owns the original inventory to begin with. When the holding company owns the publisher, the DSP, and the buying agency, are the brands really benefiting or is the holding company simply creating layers in which to keep all the money in a single closed system? Its also important to question if the buyers and sellers are owned by the same company, are the sellers then using your brands data to leverage relationships with your brands competitors? Are they maximizing performance or just ensuring they keep both sides of the margin? In these cases, external audits are vital, and brands need to press hard against understanding where the money and their placements are really hitting. In a simple audit we found one brand, buying digital ads through a digital agency had over 90% of all impressions running on publishers and content owned by the same parent company as the digital agency. In all, we are opposed to principal media, but brands should be aware and ask a lot of questions. Demand deeper performance and transparency into who and where their dollars are being invested. https://shorturl.at/3hP9Y

The ANA's latest Programmatic Media Supply Chain Transparency Report is out! What insights does this report offer for the industry's future? Delve into the findings here. #ANA #TransparencyReport #AdTech https://lnkd.in/ewYGdAeD