State of The Industry Presented By Grapeshot, Digiday Programmatic Summit, May 24th, 2016

SMART

STATE OF THE INDUSTRY REPORT

FRENEMIES: MEDIA AGENCIES & TRADING DESKS

AMBIVALENCE

THE BREAK-UP

SEVERING TIES

57.6%

33.3% 9.1%

Why did the relationship end?100%

80%90%

60%70%

40%50%

20%30%

10%0%

Lack of transparency

Cost was too high

Lack of brand safety

FRIENDS WITHBENEFITS

KEEPING ROMANCE ALIVE

38.9%

27.8%

15.6% 17.8%

Which of the following is the most important need for most of your clients?

50%

40%

30%

20%

10%

0%

Brand safety/content

protectionViewability analytics

Fraud analytics

Other

TRANSPARENCY BREEDS TRUST

29%ATD Accused of Arbitrage

34%ATD Resold Inventory

62%Frequently Occurs

RESILIENCE

STAYING POWER

35%Spend 80%+

of budget programmatically

32%Buyers with Low or No

Programmatic Skill

This is up

11% YoY

FIDELITY

THE GLUE THAT BINDS

23%Conduct

81-100% of spend through

ATD

BALANCE

EQUAL PARTNERS

26

58

3450

Buying team

Optimization Setting targeting parameters

Trading team

Trading team

Buying team

100

8090

6070

4050

2030

100

When a trading desk is involved, are the following decisions more often made by the agency buying team or the trading team

UPPER HAND

WHO HOLDS THE POWER?

32.1%

42.9%

13.1%4.8%

7.1%

Do you agree or disagree with the following statement: I have a strong voice in the strategic buying decisions (and the targeting tools used to achieve them)?

50%

40%

30%

20%

10%

0%

Agree strongly

Agree

Disagree

Disagree strongly

I don’t play a role in strategic buying decisions

or targeting

HAPPILY EVERAFTER

State of The Industry Presented By Grapeshot, Digiday Programmatic Summit, May 24th, 2016

Marketing

Transcript of State of The Industry Presented By Grapeshot, Digiday Programmatic Summit, May 24th, 2016