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Tom DenfordDec 14, 20232 min read

Programmatic Control: Addressing Information Asymmetry

Brands Deserve Better Media

A weekly column from @tomjdenford



Advertisers must be responsible and "lean in" to be more active stewards of their media investments.



Do you have your copy of the ANA’s Programmatic Media Supply Chain Study? It was released last week and, as expected, it is full of valuable insight and action items for advertisers.


Our team has read all 125 pages and, as I shared last week, two headlines rise to the top:


1 - There is $22 BILLION in efficiency gains available to advertisers

2 - The challenge for advertisers now is not what to do (the report will no doubt serve as an industry playbook for programmatic). The challenge is knowing where to start. 


Where do we lean in first?

While the answer varies from advertiser to advertiser (remember, there’s no one-size-fits-all solution), there is one topic that is applicable to all sizes of advertiser, be they small, medium or large-scale spenders, and that is addressing information asymmetry. 


As part of their research, the ANA asked advertisers, "How comfortable are you with the level of transparency you are getting with your programmatic media investments?" and the results are concerning. 


More than half of advertisers (54%) expressed neutrality or discomfort regarding the transparency levels.


There is an imbalance in the nature and quality of information possessed by different parties in a transaction. Sadly, the advertiser stands alone when buy / sell lines are drawn. They are at the top of the tree, paying the sizable expenses of advertising. Only they see advertising as an expense (or hopefully an investment in growth). For everyone else in the supply chain, that money is nothing but income. 


Advertisers must be responsible and "lean in" to be more active stewards of their media investments.


Taking Control

To address this challenge, collaboration is key. Working with a third party to comprehensively assess current programmatic operations across both the advertiser and the agency becomes imperative.


ID Comms, a leading player in this space, provides a unique approach to programmatic excellence evaluation through our  Digital Control™ program, focusing on three key pillars:

1 - Transparency - Assessing advertisers’ insight into programmatic transaction costs, core platform access, data visibility, and media placements.


2 - Quality - Evaluation accountability levels, ensuring media is focused on high-quality, measurable, fraud free placements, at competitive price points, with an efficient and sustainable supply chain.


3 - Optimization - Examining deployment of global best practices that help improve campaign effectiveness and drive competitive advantage such as algorithmic, campaign dimension and MFA optimization.


Through this evaluation, advertisers gain a clear understanding of their current state, enabling them to identify impactful actions. These actions are then ranked by implementation complexity, forming a systematic roadmap for execution. 


Brands deserve better from programmatic. With the right support, advertisers can take control of their programmatic investments, resulting in increased knowledge, savings, efficiency, transparency, and sustainability.


When brands get the media they deserve they flourish. 


When brands grow, we all win!




This post was featured in ID Comms’ weekly column, Brands Deserve Better Media. Each week, CEO Tom Denford shares insights on media and advertising and inspires us to work together to build a better future for the industry.

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