Digiday+ Member Article

At the Digiday Programmatic Marketing Summit Europe last month in Portugal, we sat down with 52 client-side and agency marketers to understand how important the issues of arbitrage and transparency are for them. Check out our earlier research about the roadblocks companies face when bringing media buying in-house here. Learn more about our upcoming events here.

Quick takeaways:

  • Eighty percent of the marketers in Digiday’s survey said resolving arbitrage issues is important.
  • Lack of trustworthy campaign measurement is the most common hindrance to transparency in media buying.
  • Only 26 percent said they can reliably measure campaign attribution.

Most marketers are addressing arbitrage
Issues surrounding data arbitrage and inventory arbitrage continue to plague the digital media industry. Data leakage gives agencies easy access to publishers’ data that they can then combine with third-party data and resell to advertisers at a premium. One agency executive went so far as to say that data arbitrage can lead to such inflated prices, advertisers should avoid third-party data altogether. Resolving arbitrage issues has come to the forefront of marketers’ agendas. Eighty percent of the marketers surveyed by Digiday said resolving arbitrage issues is an extremely important or very important objective.

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