GroupM digital boss: ‘Publishers grading their own report cards will always do well’
Miskelly: clients are confused about the different data sets.
John Miskelly chief digital officer for Australia’s largest media buying group, GroupM, has warned clients are confused about the lack of consistent measurement in the programmatic and digital space.
Speaking, this week, at the Programmatic Summit in Sydney, Miskelly took aim at the inconsistencies of digital measurement, noting that he was particularly concerned with a lack of agreed third party verification for publisher data.
“What I get worried about is the inconsistencies of measurement across all these things,” said Miskelly. “I’m concerned in the area of the big players being the referees.”
Seriously amateur hour the last 3 years in Australian media agencies. Where are the true leaders?
“Agencies aren’t necessarily the ones running away with the money here”. That is one of the most ridiculous lines I’ve ever heard. The margins that were once made by ad networks have been sucked up in the main and more by media agencies. If only clients would ask their agencies to be transparent on how they’re making their margin beyond hours. From the simplistic (and very high) mark up on the rates passed through to clients to the supposed adding of value through data, agencies are milking this for all it’s worth. Did anyone mention kickbacks to agencies or bonuses paid to agency staff within programmatic / trading desk teams? It’s no wonder that this is the only area of agencies being staffed up to the max whilst the reality is that most of them aren’t working with data that resembles anything meaningful that drives actual results. It is in the agencies interests to maintain this smokescreen of confusion so as to appear that they’re the ones making sense of it all – at a hefty price of course.
A good question to ask your agency is on remarketing / targeting tactics and cost. This is where DMP’s can help…. but essentially when a company tracks the “premium” users on the homepages of Yahoo, News, etc. as asked for by their client…. they can retarget them on other sites with much lower rates but still ask client a higher rate for engaging with the “premium” homepage audiences as if they were still on Yahoo and the likes. Not very ethical or transparent if you asked me.
why dont group m comes up with an analytics platform to solve this issue and shove it down the throats of publishers and make it compulsory to implement it on all of their pages? it works for plista brilliantly