Presented at Digiday Hot Topic: Media Buying in the Age of Transparency. Presented by Dom Blacklock, Head of Data Driven Strategy, the7Stars

1. The Value of
Transparency
Dom Blacklock, the7stars
22nd November 2018

2. It’s “Dom”
“Dovin”?

5. “I find current trading practices questionable; and
holding companies self-serving. That combination is
behind the breakdown of trust in media agencies”
- Creative agency“The buy drives the plan, that’s the major
concern, and it’s hard to spot.”
- Advertisement consultancy / advisers
“There’s no glory anymore in planning. It
basically gets in the way of ‘business’”
- Advertisement consultancy / advisers
“It feels wrong to make money from deals; it
commoditises media and leads to poor
recommendations”
- Creative agency
“Media agencies these days are far more
interested in incomes than outcomes”
- TV broadcaster
“Many of the new services offered by
agencies are a tactic, productising an
obvious idea (like native, or integration) in
the hunt for margin”
- Advertisement consultancy / advisers

6. Digital transparency you say…?
Agency
Culture
Digital
Trading
Digital
activation
Digital
Planning
Humanism

7. Before Programmatic *shudder*
AdvertiserPublisher
Asset
s or
Ad-
serve
r
Ad-
serve
r
Agenc
y
No control
Non-disclosed fee
Auction manipulation
Management fee
Display
network
Viewability
Brand safety
Fraud

8. Advertiser
Speciali
st
buyers
Publisher Exchang
e
Ad-
serve
r
DSPSSP
Ad-
serve
r
Agenc
y
DMP
Viewability
Yield management
Non-disclosed fee
Auction manipulation
Tech fee
DMP fee
Data / targeting costs
Mark ups
SEPARATE OPCO P&L
INFLATED MEDIA AND
TECH
AGENCY GROUP WIDE TECH AND MEDIA REBATE DEALS
OPERATIONAL TRANSPARENCY ISSUES
UNIVERSAL, BLACK BOX SOLUTIONS
Buying in a complex world
Verification fee
Dynamic creative fee
Mark ups
Specialist fee
Biz tech cost
Management fee
Biz tech cost

9. The value of transparency
Speciali
st
buyers
Publisher Exchang
e
Ad-
serve
r
DSPSSP
Ad-
serve
r
Agenc
y
Advertiser
SEPARATE OPCO P&L
INFLATED MEDIA AND
TECH
AGENCY GROUP WIDE TECH AND MEDIA REBATE DEALS
OPERATIONAL TRANSPARENCY ISSUES
UNIVERSAL, BLACK BOX SOLUTIONS
CLIENT SPECIFIC DEALS
TECH ACCESS / OPTIMISATION LOGS / OPERATIONAL TRANSPARENCY
NO INCENTIVISATION
CUSTOM CLIENT SOLUTIONS
100% BUYING
TRANSPARENCY
DMP
Viewability
Yield management
Non-disclosed fee
Auction manipulation
Tech fee
DMP fee
Data / targeting costs
Mark ups
Verification fee
Dynamic creative fee
Mark ups
Specialist fee
Biz tech cost
Management fee
Biz tech cost

10. • Transparency runs through everything
• Plan the buy. Buy the plan
• The future is programmatic, let’s not screw it up