Challenges and Opportunities

Media and Marketing executives are contending with profound changes in customer attitudes, consumer and business buyer behavior, the speed of technological innovation, massive data/analytics challenges, and extreme media and marketing product/service vendor proliferation and consolidation. Industry analysts predict that by 2023 publishers, marketers and those that enable them will invest $100B+ annually (up from $30B+ today) in Media and Marketing Automation and Operations (MAD Tech = Mar Tech + Ad Tech). Industry analysts and market participants consistently share there may be no faster growing, more dynamic or more complex enterprise-level product-market on the planet. There may be no faster growing, more dynamic nor more labyrinthine set of product-markets than those that make up the new discipline known as Programmatic Resource Planning and Execution (PRPE). Included in PRPE is the migration to automation and results-driven, often audience-based algorithmic approaches known as Programmatic Media and Marketing. Organizations invest in Media and Marketing Automation and Operations (MAD Tech) to produce more revenue, profit and insight while reducing operating costs and headcount. PRPE is the discipline of architecting, managing and optimizing these investments. Programmatic Resource Planning and Execution includes the definition, scheduling, segmentation, valuation, purchase/sale, monetization, delivery, tracking, optimization, and payment/collection of paid, owned and earned media and marketing-related data and campaigns

The Seeds of Programmatic Resource Planning and Execution (PRPE)

Advertising Technology Known as “Ad Tech”, Advertising Technology is the different types of analytics and software-enabled business tools used in digital advertising, including extensive and complex systems used to plan, purchase, deliver, measure, and optimize advertising to individuals, devices, households, and locations.

Marketing Technology Known as “Mar Tech”, Marketing Technology is composed of the tools, products, and platforms used by sales and marketing organizations to orchestrate and deliver commercial messages to target audiences to achieve intended outcomes.

Auction-based Electronic Trading Auction-based Electronic Trading is a dynamic form of media trading where the price of ad inventory for current or future delivery is determined in real time by competing for algorithmically-generated electronic bids. Buyers are able to bid from a floor price with the bid going to the highest bidder. Programmatic media typically uses a second price auction model such that the highest bidder must pay $0.01 CPM more than the second highest bid.

Programmatic Marketing Programmatic Marketing is the orchestration of customer and business partner experiences and managed outcomes employing the automated integration of data, technology, content, paid/owned/earned media, measurement/analytics, and optimization.

Enterprise Resource Planning Known as “ERP”, Enterprise Resource Planning is a system of business process management software that enables an organization or supply/demand chain to use a system of integrated applications, products and platforms to automate many, if not most, repetitive or logic-based functions.

Programmatic Resource Planning Challenges

In effect, both the supply-side and demand-side of the industry are engaged in a very expensive, protracted arms race in which until greater commoditization, innovation and information diffusion, and specific training can take place, each market participant will continue to need the help of external, domain-specific professionals. There are insufficient proven, relevant professionals and teams available to marketers, publishers, agencies and data/technology vendors to meet the end-to-end challenges of evaluating, planning, deploying, and optimizing Programmatic Resource Planning and Execution (“PRPE”) tools. iSOCRATES is the only independent, professional end-to-end technology-enabled services provider devoted to PRPE. iSOCRATES has developed end-to-end process maps and related modules to define and capture the business opportunity offered by this emerging multidisciplinary, multifunctional business category, one that mirrors the challenges and transformational opportunities industry and the industry has experienced in enterprise resources planning (“ERP”) and in electronic trading markets.

Value Creation

Programmatic Resource Planning and Execution creates value by making media- and marketing-related processes that would otherwise have been performed manually or by discrete software more efficient, effective, and makes new insight, products/services, and processes possible. When specified and deployed correctly and supported by the right resources organized optimally, these tools and processes offer clients (media companies, agencies, marketers, and their suppliers) greater efficiency and effectiveness, thus improving the likelihood of achieving their business goals and objectives. The benefits of Programmatic for media and marketing companies and those that serve them include:

  • Achieving Greater Efficiency
    • Better audience targeting, performance attribution and greater value chain transparency leads to less waste and improved ROI for both buyer and seller.
  • Improved User Experience
    • Reaching the right audience with the right messages and experience at the right time and in the best way increases customer satisfaction and reduces customer and audience churn.
  • Better Media Investment Allocation
    • Combining the above best practices with advanced reporting and analytics and integrated optimization generates continuous improvements, campaign comparability, and omnichannel scale and yield opportunities
  • Access to Greater and Better Reach
    • Programmatic ecosystem dramatically improves audience and market ad inventory access for buyers and sellers in each media channel and across channels both on a forward and real-time basis.
  • Increased Media and Marketing Effectiveness
    • Programmatic Resource Planning and Execution delivers improved granularity and speed-to-actionable insight drives enhanced, measureable campaign performance and overall impact.
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