How would you best describe the modern-day buyer-seller relationship within the B2B world? In recent years, the traditional buyer-seller relationship has evolved to bring out a strategic programmatic partnership. The main objective behind this specific partnership, like any other, is that everyone involved reap the benefits. Although the Covid-19 pandemic has resulted in many changes, it can’t smother the rising spirit and priority of programmatic media buying. Interestingly to many, the number of businesses integrating programmatic agency expertise has doubled since 2019. It was also reported that a hybrid model of in-housing programmatic fell from 38 percent in 2019 to a mere 20 percent in 2020.
Do yourself a favor and peruse this article to gain deep insights into how programmatic partnerships are transforming the buyer-seller relationship and what leads to the rise of programmatic partnerships. But prior to that, this article explains why programmatic partnerships – the relationship between sellers and buyers – is so important.
Are Buyer-Seller Partnerships Profitable?
The short answer to this question is, yes! The unique buyer-seller partnership aims to achieve a satisfied buyer. When brands have an entire marketing stack, innumerable platforms and solutions are likely to open in front of them. To get a better grip on the vast resources at your disposal, what’s needed is a strategic and knowledgeable partner. No matter how you slice it, there’s no better partner than buyers, but how does this really unfold?
- A media partner delivers solutions for multiple screens. With intent data signals, brands track their users’ actions, browsing histories, and online interactions. Based on those findings, marketers can design buyer personas and creative messaging with the intention to drive engagement
- Brands save additional costs by paying only for the impressions that matter by reaching only the targeted audience segments. Media partners develop contextual targeting and retargeting methods to generate quality leads and build brand loyalty
- The right partner contributes to a brand-safe environment. Also, putting appropriate fraud detection measures in place ensures safe ad placements. Ultimately, quality should always take precedence over quantity
- A trusted partner provides full account-level reporting and verifies the credibility of display inventory sources for brand safety. Transparency across all business processes and marketing campaigns is crucial, and it’s important to keep in mind that programming isn’t a dark art.
What Drives Collaborative Programmatic Partnerships?
As Martech continues to evolve, especially within the B2B space, programmatic is sure to receive a large cut of the ad spending pie. Several factors are known to drive intensified levels of collaboration and vertical partnerships between buyers such as advertisers/brands and sellers like publishers.
At this point in time, the highly competitive market landscape is causing immense pressure on marketers. However, Demand Side Platform (DSP) and Data Marketplaces (DMP) integration provide a centralized hub for a brand’s user data, demographic, and contextual data intertwined across omnichannel networks.
To keep up with the pace of evolving buyers and their needs, businesses are inclined to indulge in agile programmatic partnerships. The right partner provides businesses with application programming interfaces, quality lead generation based on intent signals, and integrated marketing campaigns. What’s also worth noting is that targeted multichannel marketing campaigns drive much higher ROI than non-integrated strategies.
Furthermore, most marketers require detailed analytics reports, real-time optimization tools, site domain performance reports, buyer reach and frequency reports, account-level reporting, and creative frequency metrics. Not to mention, a large majority of marketers strive to track every stage of their buyer’s journey. Fortunately, a programmatic partnership can provide a plethora of beneficial options that focus on value validation and what that means for a specific brand.
However, a multichannel DSP partner delivers significant value as well, and is responsible for managing digital media buys in a single dashboard, delivering cross-channel insights to advertisers, and providing a 360-degree view of targeted audience segments. Transparency lays the foundation for a long-term and profitable partnership, and programmatic marketing is no exception. An efficient partner strengthens these three decisive pillars to trigger campaign ROI: budget spending, media deliveries, and analytical reporting.
At the end of the day, trust is a two-way street, and rising programmatic partnerships serve as real-life testimonies. For marketers, this buyer-seller collaboration has the potential to eliminate audience over-saturation, duplicate targeting efforts, and remove campaign cannibalization. A creative cocktail of tech stack partners and a data-in and data-out approach that caters to your business needs is the perfect recipe for an efficient programmatic ecosystem. Before diving deep into the programmatic partnership space, why not check out our programmatic blog articles to get your feet wet?