The evolution of programmatic in 2021

The evolution of programmatic in 2021

The evolution of programmatic in 2021

Last week, we attended the Ashton Media Programmatic Summit. Here’s what we learnt, key takeaways, and what we are working towards in the programmatic space this year.

Identity and data

  • Identity was a huge theme of the day. There are two main solutions to consider: identity in a walled garden, usually powered by first-party data (Google, Amazon, Verizon, Facebook, etc.), and the interoperable market-wide, open-source solution led by The Trade Desk (Unified ID 2.0). Both of these identity solutions have pros and cons.
  • There was a call-out from nearly every speaker about how important contextual targeting will be moving forward. Test it and become comfortable!
  • First-party data strategies are going to be increasingly important for brands. The collection of accurate and scalable data for personalisation will be key, and this can be enriched where possible for further value via a CDP or DMP.
  • Small to medium publishers without first-party data will struggle and will need solutions (single sign-on (SSO) is one, but is not yet adopted). Buyers will only be addressable on publishers with a first-party data network.
  • It’s essential to clean out your supply by buying from reputable sources, and utilise verification techniques for more valuable media investments.
  • Google’s FLoC solution, effectively a cohort of anonymised users that show similar online behaviours to build targeting pools, will be important but is met with some scrutiny and tentativeness.
  • The Australian Competition & Consumer Commission (ACCC) has pulled together an interim report to outline the power of tech players in the market, and their ability to generate potentially unfair revenue given their standing and influence on all aspects of the supply chain. The ACCC is doing some good work around consumer privacy, which may fold into consumer law in the coming year. Keep your eyes peeled for the final report.

Metrics of success, and channels

  • Attention will be a metric of success moving forward. This is spearheaded by one of our newest partners, Playground XYZ. While still in testing stages, there are some promising AI results regarding the attentiveness of ad units. We have previously used viewability, which is a great metric to measure if there were opportunities for ads to be seen, but not if the ad was actually seen. Attention metrics represent the evolution of viewability.
  • CTV will continue to grow. Understanding cross-environment (linear/digital) incremental reach is still something that the industry is striving for, but there is no complete solution. We are still waiting on VOZ for planning, and there are some measurement solutions out there, but they are not yet completely scalable.
  • User-generated content (UGC) can be just as engaging as premium BVOD content, and it comes at a much lower cost. It’s important to note that there’s a risk of brand safety as it is not regulated.
  • Digital Out-of-Home (DOOH) will continue to grow. The platforms have seen more spend this quarter compared to the previous two years combined.

At Bench, we are constantly testing solutions as we enter a new era of data and privacy, and we can talk you through how to apply these as part of your programmatic action plan.

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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

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Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.