Major Roles Of Media Vendors In Digital Marketing
In the traditional marketing era, marketers relied on media vendors to set up deals, buy media spaces and plan on the media side of the strategy. For example, to get display space on a billboard, marketing teams would work with a media buying agency that gathers all the data and contacts in this industry.
They would discuss planning and pricing with the media company directly, than come back to the marketers with the availability and take a form of commission over the final transaction. Today, with digital media this has changed as media companies are directly accessible and usually gather under one platform without the need for a third party. The relationship with media vendors is more direct, but also more complex, as new stakeholders have risen in the media landscape.
Think of the online media space as a giant industry in a complex network auction room where each company bids for there ad to be shown all at the same time, from a platform gathering thousands of ad space across millions of pages.
Marketers work with big media vendors who in turn work with ad networks and exchange platforms in order to get your content out there. These work on a demand & supply system that gathers multiple websites looking to rent there ad space and multiple brands that have content to put out there, that is the DSP (demand-side platform) and SSP (sell-side platform) division.
When marketers develop there strategy they will share the brief (plans for targeting, positioning and key objectives) with the media vendors, who will then select specific exchange severs and targets. On the marketers’ side, the assets developed and provided are content, audience targeting and budget cap that can be expressed in cost-per-click (CPC) or cost-per-impression (CPM). Then the vendor takes that information to buy the necessary space. This content then gets pushed on publishers’ platforms, social media, and forums.
The complexity of the current model is to understand the media vendors’ role as the exchange platforms are accessible without core media vendor stakeholders. Marketers can go on social media exchange platforms and deal with this directly within the digital marketing team. Software now exists for marketers to manage there own media buying. Working with media vendors is becoming more liberal but also more complex as marketers can break free from media agencies, hence having to find the resources on their side.
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