“It can be quite expensive and a major overhaul for a marketer to reorganize internal business practices and to make sure there’s high-level education and acceptance of programmatic trading,” he said. But demonstrating quality and ROI will help pave the way for programmatic to earn more of the overall media pie.
The slowdown in programmatic media can be a tough trend for some agencies, which historically make their money on media margins and not by bringing data to the table. Bernard said it’s also hard for agencies to compete for the talent that’s driving programmatic transitions at big brands or tech-first companies.
“It’s a change of activity and for some agencies it can be a tough change,” he said.
He added, however, that the agencies winning new business are often doing so based on improvements in areas like online transparency and contextual targeting.