Partner Perspectives: Havas
What industry trends has Havas seen this year?
The move to further transparency through a closer look at our supply chain. There’s been very little focus on what’s happened within the exchange, SSP side the market. And I think famously, where you have things like the ANA waterfall slide or graph showing that there’s certain amounts of money being taken out of the market, we need to be able to show evidence of what actually is happening with this tech tax.
It’s been far too long since the agencies have leaned in and taken a view of this. So, from us, we decided at the beginning of the year – and the industry as a whole has been primed to do this now – start taking a look really at how many partners are we looking at that we are using within the supply chain? Do we know where the inventory is coming from? What’s the overlap for how much money has actually been taken out of the media dollar through reselling and through exchange buying?
Let’s cut down the number of suppliers we use. We do not need to use forty SSPs in order to execute a buy. We don’t need to waste a lot of money. So we wanted to be able to bring transparency, financial and inventory transparency, to our clients, as well as reducing the number of people that we work with, so that we can focus much closer on some of the other solutions that would bring.
How does PG impact Havas?
Advertising clients want to know what they’re buying. So okay, so it sat a little bit uncomfortably, the fact that we may deliver, it may cost a certain price, and actually we’re not even guaranteeing it will appear on certain publisher sites. So I think the ability to have both guarantees of a direct buy, but with the additional benefits of overlaying data, has been important.
And, you know, the increasing use of first party data, model data, as we look at user IDs, in order to target audiences, it becomes a much more powerful solution than it had previously. I mean from a publisher standpoint as well, it allows them to forecast their own revenues more accurately. Publishers welcome better, and so, therefore, they’re prepared to put it higher up in terms of priority for delivery.
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Tags: Automation, Buyers, Partner Perspectives, Partnership, PG, programmatic, programmatic guaranteed, rubicon project, Sellers, transparency