The arrival of programmatic within the digital advertising ecosystem has led to a platforming of the processes relating to commercial exchanges and advertising distribution. How and why has this trend developed so much in the industry? What benefits do platforms bring to their users in the context of programmatic or retail media?
The programmatic and the development of the platform
By allowing the connection of the actors in the supply chain and automating the commercial exchanges, the programmatic one involved many technologies in the purchase / sale processes of advertising spaces previously carried out by mutual agreement (eg: SSP, DSP, PMP, DMP, ad-exchange, ad server or even in-depth platforms that promote knowledge and targeting of objectives).
Arnaud SIRJACQ, Sales Director – Sirdata: “We have entered the era of the global service platform, both in the context of everyone’s daily life and in BtoB. This trend responds to the needs of choice and simplification. It allows to industrialize processes and operate on a large scale “.
Platformization: what are the challenges?
Today the AdTech market is ultra fragmented, with the presence of a multiplicity of solutions available on all the levers of digital marketing, intended for the various players in the supply chain (advertisers, traders, agencies / publishers) for monetization, advertising distribution, insights, security or brand measurement. These platforms are used in a complementary way both for programmatic advertising and in retail media, which are also managed in a multi-solution context (full funell self-service solutions).
The pursuit of productivity
This growth is mainly due to a constant search for efficiency and return on investment. Thanks to the time and productivity savings offered by the automation of activities, players have the opportunity to focus on strategic areas but also to gain autonomy in campaign management despite the lack of skills.
Alban BESNIER, Deputy Director – Orixa Media: “The development of a platform makes it possible to offer accessibility to campaigns and reduce barriers to entry (eg knowledge). This allows the automated processing of redundant activities to focus on what creates value, compensate for lack of resource maturity on certain topics, or reduce the impact of hypergrowth. “
Organization and data management for better decision making
The centralization and consolidation of data within the platforms has a strong impact on the effectiveness of the actions and activations carried out. The various data management platforms (DMP, CDP, CRM, etc.) are now indispensable for structuring but also for the control of data and KPIs. They store and open access to data, deliver and organize large-scale density of key information for campaign management and decision making (media planning, reporting, analytics).
Control and transparency
The platforms also contribute to cleaning up the market by providing greater control and transparency on the processes and on the participants in the supply chain, in a highly regulated sector (RPGD, CNIL, CCPA).
Jonathan HAGEGE, Commercial Director – Mediasmart: “While previously the purchase / sale of advertising space took place at the counter and generated a certain opacity, the platforming, inherent to programmatic, responds to a need for control and transparency of costs and decisions made regarding campaigns. . This generates greater confidence in the market ”.
This is even more true and necessary in the context of retail media : “The retail sector is severely lacking in transparency. There are technical bonds between distributors, and important information is rarely disclosed unless monetized. Having a platform that offers a transparency agreement (ex: Criteo) on the impact of campaigns (KPI, impressions, ROI, impact on sales, global vision on activations, duplication of performance measures) is a competitive advantage that allows you to manage the your investments better. ” Sandra BARRIER, E-Category Manager – Bel Group
Competitive advantages to survive
As with any business sector, the growth of AdTech and MarTech relies on their ability to solve a problem efficiently while allowing the user to provide as little effort as possible. It is under this main condition (far from being the only one, however) that the company will be able to keep them on its platform.
Quality and usability
“The adoption of a platform largely depends on its usability. This includes various practical criteria such as the intuitiveness of the interface and the efficiency of the platform, but also other factors. It must be able to manage and collect data in compliance with the legislation on the protection of personal data, but also to add value to its market in order to stand out and be among the top for traders “. Guillaume BALLIN, Southern Europe Trading Director – Captify
Ease of use, intuitiveness, speed of execution, customization… There is no shortage of synonyms for quality for users. However, these must be combined to provide the best possible experience. Furthermore, the offer of transversal functionalities (e.g. alerts, aggregates, data transformation) and the responsiveness of the support team are all elements that make the difference for users and promote business growth.
Interoperability, crucial in an ecosystem of interconnections
The transmission of information flows from one platform to another (SSP, DSP, DMP, CDP, ad-exchanges) requires obvious interconnections. Better still, interoperability represents a guarantee of success for the implementation of a technology in a complex and technical ecosystem such as that of online advertising, regardless of the type of solutions: open source / SaaS solutions made available on the market (eg Google , Amazon or pre-offer on header bidding), self or managed-service solutions, etc.
Adaptability, scalability or scalability: how to ensure its growth potential
Furthermore, the ability of a platform to adapt to customer environments (sites, interfaces) and problems is important.
“The success of the retail media platform serves in part to ensure that it can take into account the codes of its environment: to enable distribution advertising that never interferes with a sale, doesn’t harm the shopping experience, provides precise targeting capabilities, and gives brands decision-making autonomy. ” Elise OPHELE, Sales Manager – Criteo
Also, to grow, companies need to be sure they consider implementing their platforms in markets other than the local market in advance. These must be evolving and scalable to be maintained and remain sustainable in a context of strong growth (acquisition of new markets, ramp-ups, etc.).
Alexandre RIFFLARD, Editor Sales Director – Management:“Our platform was created in France, initially for the French market, and when we decided to turn to other markets and when we won our first customers abroad, we did not change absolutely anything on the platform, Manadge was already available ( only) in English. “
Obstacles to anticipate
Resource management and ecosystem transformations
The development of a platform generates high costs, thus involving significant resources, both financial and human, which will be mainly focused more on product development (developers, engineers) than on sales and marketing teams.
It should also be noted that the platforms being subject to respective updates and road maps, there is a great interdependence of interconnected technologies. It is therefore essential to be able to react promptly to face the changes in the market that represent a significant risk (obsolescence, illegality).
The importance of time-to-market
In such a changing environment, monitoring is essential to keep up with innovations or changes and to conduct broad discussions on the best time-to-market.
David LORGIS, Associate Director – Amnet : “In a changing ecosystem like ours, subject to various and continuous transformations (new regulations, controls, end of third-party cookies, etc.), time-to-market is essential. In addition to the financial and human resources needed to develop the product, a platform to be used must be launched at the right time ”.
File compiled by Stéphanie Silo
This topic was discussed on April 22, 2022 during the Topic of the Month webinar during the Ratecard Days webinar.
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