Why Advertisers Should Work With an Agency Trading Desk
Many advertisers chose to manage programmatic buying in-house, but outsourcing to an agency trading desk can be a better option for small and midsized advertisers. Here are five reasons why:
1. Skill is important when it comes to programmatic media buying. Agency trading desks (ATDs) are specialists because programmatic media buying is their primary focus. They're constantly running campaigns for multiple clients and handling a consistent influx of media spend. Furthermore, they focus on serving similar clients, enabling them to become experts at campaign management for a specific industry (e.g., pharmaceutical, automotive). The ATD's insight into the success and failure of other industry players ensures that their clients keep up with the competition and learn collectively from others’ mistakes.
2. ATDs can expertly run campaigns across multiple platforms (demand-side platforms and other related technologies) at scale. Successfully managing a large number of campaigns across platforms isn't a piece of cake. In addition to a main demand-side platform (DSP), the ATD may have several specialists DSPs that serve as niche retargeting platforms by excelling at techniques like CRM or trigger email. The ATD will also have a couple audience data management platforms in their stack. It will use an ad server for the purpose of serving complex creatives, working with rich media and HTML5 creatives, and even for executing custom ad formats. An ad server can also be used to collect attribution-based data for reporting purposes. The ATD will need to bring performance data together on a reporting or performance aggregation platform. Operating multiple types of technologies in tandem requires knowledge about how to connect these ad technologies effectively for different types of clients.
3. ATDs benefit from the ownership and use of historical bidding data. (This is, of course, assuming that the ATD uses a DSP that allows it to collect bidding data.) When running repeat campaigns for the same customers, ATDs can use historical data to improve performance. This becomes really handy if an ATD is working with a customer who has campaigns that are conversion focused.