The digital media market once managed by direct insertion orders (IOs) is now a complex and ever-evolving ecosystem driven by programmatic buying. At its core, programmatic buying aims to simplify and streamline the digital media buying process. In practice however, it is not as streamlined and simplistic as we would aspire. Agencies often have to deal with the inefficiency and complexity that still exists within the ever growing complex web of technology, media, data, and supply partners. They are forced to traverse a rocky path as they work towards delivering business outcomes, in an open and transparent manner, for their clients.
In The 4A's latest whitepaper, “The Rocky Path Agencies Are Forced to Traverse," its Media, Tech & Data team provide an agency perspective on supply path optimization, from best practices to key points to consider.