Programmatic is now the default mode of selling and buying ad impressions online.
According to eMarketer, global digital ad expenditure is anticipated to rise from an expected $571.2 billion this year to more than $785 billion by 2025. ( add a link)
There are a ton of programmatic advertising firms to select from in the market, which can make identifying the right partner more/very challenging. Most clients would like to believe that the majority of services are provided exactly as promised. However, this isn’t always the best way to evaluate a potential partner.
Programmatic advertising is heavily dependent on alliances and outside services (third-party solutions). Vertical integration of the programmatic advertising chain is not possible, given each participant in the ad tech ecosystem has dozens or even hundreds of partnerships.
All of our businesses rely heavily on third parties, thus, it is crucial to thoroughly investigate each one.
Given Programmatic advertising value chain is significantly based on ‘sequential liability’, meaning, if the organization above you in the flow of advertising dollars doesn’t get paid, you don’t get paid.
Most of the time, this has not been a problem. But given the current economic climate, it becomes a much bigger concern. We at Mediwrkz advise our client partners to to look for th the following factors should be taken into account while evaluating any proposed partnership: