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The Bidmath methodology towards programmatic in-housing.

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The Context

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The Approach

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The Challenges

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PLATFORM CONSULTANCY

The Context

We continue to see brands increasingly search for more transparency,
further control and access to premium inventory.
These demands mean that certain brands have made progress in developing
in-house strategies to meet all of the above expectations.

We continue to see brands increasingly search for more transparency, further control and access to premium inventory.
These demands mean that certain brands have made progress in developing in-house strategies to meet all of the above expectations.

ADVERTISERS FEEL A LOSS OF CONTROL
WITH PROGRAMMATIC ADVERTISING
ADVERTISERS FEEL A
LOSS OF CONTROL
WITH PROGRAMMATIC ADVERTISING
%

Struggle to get
data transparency.

%

Think agencies don’t
accurately measure
programmatic.

%

Don’t receive enough
data transparency.

Before we move onto the challenges of embarking on this type of migration,
we need to understand the
top drivers cited by stakeholders to transition programmatic, to an in-house model:

Figure 1.

Top 3 in-house drivers cited by stakeholders
considering an in-house strategy in the next 12 months.

PLATFORM CONSULTANCY

The Approach

As a company, we recognize that when a brand establishes an objective to move their media operations in-house, whether it is social or programmatic, or both, we advise that brands should view this as a journey that is staggered with a full transition plan towards their customized objective.

In-housing is often misconstrued as an overnight switch or migration and this is where we work with partners to establish the below framework to ensure that if the objective is to have full technology ownership. We will support the brand on that journey on a step by step basis.

For instances where brands require training and onboarding, the Bidmath team will dedicate programmatic resources to sit within the client’s office to collaborate and run one to one in-depth platform training for all members of staff that will be ultimately responsible for the programmatic discipline.

Figure 3.
IN-HOUSING MATRIX – FRAMEWORK FOR GROWTH.
ASSESSMENT

• Information Gathering
• Maturity Evaluation
• Structure Development
• Technology Evaluation
• Training Plan
• Custom Roadmap

IMPLEMENTATION

• KPI Framework
• Interview & Testing
• Training & Workshops
• Weekly Sessions
• Staff Deployment

TRANSITION

• Best Practice Document
• Handover Period
• Programmatic Toolkit
• Support Agreement
• New Joiner Inductions

ONGOING CONSULTING SUPPORT
PLATFORM CONSULTANCY

The Challenges

Migrating programmatic in comparison to other media such as social or search brings unique challenges, although the budget might be in place for an effective set up, the key challenge is actually the identification of industry talent.

Figure 2.

Top 3 in-house challenges cited by stakeholders
with an in-house strategy.

THE OVERVIEW

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