April 13, 2020
By
Transparent Partners
The Ask
A Global CPG advertiser significantly increasing their programmatic spend YOY recognized the need to assess their current programmatic approach and contracts
The Approach
- Conducted a programmatic media assessment and financial analysis to identify process and tech needs, as well as design new programmatic deal terms
- Evaluate unbundled costs for labor, tech, media and data and compared to industry benchmarks
- Also applied industry verification standards around viewability, ad fraud and brand safety
The Outcome
- Programmatic Media Assessment identified opportunities to decrease non-working programmatic costs by up to 42% of net budget.
- Identified potential opportunity to increase net programmatic media dollars by 31% when migrating to disclosed deal structure and eliminating inventory arbitrage.
- Recovered 11% of net programmatic budget by reducing managed service fees and negotiating tech rates.
