MERCADEO Versión en español
Sammy Austin of TUI Group: We can see now transparency issues in the programmatic marketing we couldnt identify before
Manuela Walfenzao| 9 de diciembre de 2015
Sammy Austin, directora de Mercadeo de TUI Group
Transparency is one of the biggest issues around Programmatic Marketing. This was one of the conclusions reached at the panel Programmatic punch in London, where the relationship between agencies and advertisers following this marketing trend was addressed. “Nowadays, as an advertiser the difficulty has been in that some of the things that we didnt look at as transparency issues before, you can now” said Sammy Austin, Head of Marketing at TUI Group, as she hosted her panel during the forum. “So potentially at the start there was the perception that agencies were hiding things from us, which is why now advertisers want to know more.” Some agencies are now addressing this challenge. ZenithOptimedia has recently begun to roll out training events for those in procurement roles to help its clients understand the technology. “Its not a channel, its actually a way of buying the media, so what they need to be confident with is the terminology” said James Hudson, Head of Digital at ZenithOptimedia. “Thats part of the transparency thing, explaining clients how programmatic works and getting them talking to each other as well.” Part of the transparency debate focused on the advertisers calling for more flexibility to choose their own technology partners at the moment of programmatic buying in media. “One of the perceptions of an advertiser is that an agency will use their preferred technology partners to run programmatic campaigns and not necessarily that benefit the advertiser but more the agency” Austin explained.
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