Presentation by: Gil Snir, CCO, Bench

3. Should Brands Take Programmatic In-house?
Methods, Management and Mayhem

4. We are living in the age of
rapid iterations

5. Marketing is experiencing an innovation renaissance
• Programmatic, despite it’s many criticisms is still the biggest
innovation in media buying.
• Bench launched in 2012 when the term programmatic was just
beginning
• Since then the industry has grown by over 1100%

6. An interesting phenomenon is taking place

7. Are more brands moving in house?
• Headlines suggest leading advertisers are starting to take
programmatic in house
• These moves ranging from internal data science teams through to
signed contracts with new adtech vendors

8. Numberofemployeesoperatingprogrammatic
Number of directly owned contracts across tech, data and inventory
100% In-house

9. Numberofemployeesoperatingprogrammatic
Number of directly owned contracts across tech, data and inventory
A
B
C
Head Hunters
Contract Crusaders
All-miners

10. The 7 Deadly Sins of In-House
Programmatic – Part II

11. DSPs are desperate to differentiate

12. DSPs are desperate to differentiate
• Brands have to be smarter than ever in deciphering true value from
buzzword and narrative
• Forrester DSP Wave report states that difference is “subtle”
• Key to successful programmatic trading is to not rely on one DSP but
instead create a format for testing them by
• Engaging them in low risk pilots
• Placing them on the same scale
• Focusing on two key metrics: Goal Achievement and Extraction

14. All execution, no strategy

15. DSPs severely lack when it comes to offering strategic guidance
• DSP technology was built by developers, to help digital
marketers provide services to agencies to in turn connect ads to
consumers
• Journey is too long and disconnected
• Resulting in programmatic traders holding the keys to the
marketing kingdom
• Marketers need to get more involved by overlaying the logiv of
the purchase funnel on their programmatic activity

16. Awareness
Engagement
Leads
Direct
Response
Acquisition
Engaged Visitors
Leads
Quotes/Enquiries
Completed Views
Sales

17. Managed service or managed sales?

18. Managed Service offerings often lack the information transfer that
brands require.
Advertisers need to validate an internal or managed service offering by
ensuring they have three roles identified:
• Strategist - Strategy, KPI Management, Reports, Trend analysis, monitoring
channel selection, audience ideation
• Optimiser – Channel/platform optimization, budget allocation, bid
management,
• Tech Specialist – Source integration, audience mapping, tag management,
attribution modeling

19. Brand
Strategist OptimiserTechie
Head Of Marketing / Digital
Executive Team

20. Recruitment pool is dry and water isn’t
cheap

21. The programmatic talent pool is very dry due to the rapid growth of the
industry
• Leads to candidates being oversold as more experienced than they
are
• Key is to refer to the roles required in order of priority (see previous
slide
• Evaluate candidates by creating role-specific TESTS

22. Beware of the digital duopoly

23. The internet is building walls. The best walls.

24. The advertising duopoly of Google and Facebook is creating a
dangerous environment of walled gardens – non sharing of audience
information.
• Both sides are working to lock advertisers into their platform
• Facebook approach is by not sharing audience data
• Google approach is to make advertisers reliant on their tech stack
(analytics, ad serving etc.)
• Key is to objectively evaluate the performance of you media and hold
both giants and other providers accountable to YOUR metrics.

25. Owning your data is not the first step

26. The rise of DMP’s has sparked a constant rhetoric around “Owning your
data”
• Created an oversupply of data warehousing and undersupply of data
activation
• First step is not to warehouse data but actively segment and test
those segments
• This requires advertisers to take a varied approach to audience
activation by creating audience strategies
• Combinations of behavioural data segments overlaid but other
information (demographics, location, interest-based etc.)

27. Media Owners Suffering Premature
Evaluation

28. Marketing community and AdTech journalist praise New contracts over
actual performance metrics
• Headlines are about new tech contracts signed instead of successes.
• Marketers have a huge influence on the bottom line for companies
• We should start praising outcomes rather than Contract Crusaders

29. We’re having the wrong conversations

30. Transparency is on everyone’s agenda at the moment
• Transparency of costs IS important
• Transparency of value IS MORE important
• Google and Facebook are not transparent – however they provide
significant value so their channels are justifiable
• Ensure your provider is transparently justifying value and not simply
operating a pipe of arbitrage.

31. STOMP

32. STOMP is an easy mnemonic for how to evaluate ALL vendors
• Strategy
• Technology
• Operations
• Media
• Price / Value

34. Thank You – We look forward to
hearing from you!
1300 049 498
info@benchplatform.com
www.benchplatform.com