Consolidation is Key – Particularly When it Comes to Data
Mike EvansJanuary 23, 2015
Moving forward into 2015, the key focus in our industry should be on consolidation of data into a centralized location. This is because consolidation allows for all media to be centralized into one location for execution.
Today, many agencies are still working with a large number of vendors (publishers direct, DSPs, Ad Networks, etc.), and it leads to numerous issues mostly around reach and frequency. This causes a large amount of overlap between all buying for a client. Essentially, consolidation enables the advertiser to take full advantage of the technology, which in return results in a more sophisticated level of buying media. This will only lead to greater buying efficiencies for agencies, so it needs to happen.
Once all media buys are consolidated under one roof, the focus can move to how the brands will centralize data. The centralization of data is the most important factor in driving success. With data in one location, it will enable extremely smart segmentation. The way the segmentation is built can vary in many different ways, but at the end of the day, the most important thing is that the data should tell a story. This story will enable precisely targeted and sophisticated media buying across all media channels.
At Xaxis, we have seen this trend emerge among our most cutting-edge clients blazing the trail and consolidating all their media and buys through Xaxis. For one client in particular, we are acting as the client’s DMP and DSP, executing all premium publisher deals, network buys and exchange based media buying across all channels (mobile, video, social and display). Thus far, the results have been phenomenal. A truly holistic view of the campaign provides us the ability to deep dive into the analytics and insights and to be incredibly deliberate with our planning strategy and execution.
Consolidation and centralizing data are trends that will continue to grow within our industry far beyond where we currently stand. Brands and agencies alike will see that the benefits of these strategies will result in the ability to leverage technology to purchase media in the most efficient way.