A few months ago I read that meaningful relationship in online advertising matter much more than ever before due to the programmatic shift.<\/p>\n\n\n\n
To be honest, it sounded like a very general sentence that can be used and reused in various business articles. Sure, networking matters. But why more than before? Well, that has a lot to do with the automation of advertising.<\/p>\n\n\n\n
A few days later I spoke to a guy from one of the larger agencies. He buys inventory from one of our premium publishers. At Yieldbird, we were supporting this publisher with all of their programmatic activities: yield management, consultancy, troubleshooting, etc. <\/p>\n\n\n\n
And our collaboration was still in its early days. So I made a call and met with this agency guy to review some active deals.<\/p>\n\n\n\n
As it turns out, some of the deals were not working. At all. They got some traffic earlier on but had since been dead for weeks. Only a few (10%) were working well. So we started talking and I then realized why relationships in digital advertising matter now so much more than ever before.<\/p>\n\n\n\n
The reason is simple: if someone isn\u2019t getting the results they want, there is always another premium publisher out there. Helping an agency buyer deliver a campaign is just expected. Some problems with AppNexus \/ DBM connection? Problems with the deal configuration? Under-delivery? <\/p>\n\n\n\n
For advertisers, it\u2019s not a problem – there is always another PMP or open market they can use. And they can (and will) expect that they perform better because of the lack of technical issues.<\/p>\n\n\n\n
If a DSP guy doesn\u2019t know an SSP guy and a campaign under delivers, the DSP guy will simply switch inventory and forget his old PMP. To prevent it, relationships are required. Only when such a relationship is already established will one of the guys contact the other and work on fixing the problem.<\/p>\n\n\n\n
In old fashion sales, things were looking slightly different because of commitment. Buyers were buying an agreed number of impressions per an agreed price, creating a commitment. If something was not working, both sides worked together to fix it.<\/p>\n\n\n\n
And it was much harder for buyers to find alternative solutions.<\/p>\n\n\n\n
So yes. If you are a publisher and do something more than the open market, relationships matter much more than ever before. If a buyer gets to know a seller, they can just call, email, or skype each other to solve problems. It\u2019s simply easier and cheaper than finding another solution.\u00a0<\/p>\n\n\n\n
At the end of the day, it all comes down to money.<\/p>\n","protected":false},"excerpt":{"rendered":"
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