Home Agencies How MediaCom Does Data

How MediaCom Does Data

SHARE:

vik-mediacomAs a WPP Group agency, MediaCom works closely with the holding company’s Xaxis trading desk to execute data-driven media strategies. In such relationships between agencies and trading desks, it can be hard for a client to know where the desk stops and the operating agency begins. That creates a tricky problem, since first party data is sensitive and the more “hands” on that data, the higher the perceived risk.

In a recent talk with AdExchanger, MediaCom Managing Partner Vik Kathuria acknowledged the sensitivity and said his agency deals with it by making sure client teams drive programmatic media strategy.

“You’re going to need intensive data insights,” he said. “That’s something you have to be very clear, that in no way, shape, or form are you willing to cede control of.”

Kathuria describes Xaxis as a crucial partner on execution. “We use Xaxis extensively across multiple clients and we’ve seen stellar results.”

He said the close working relationship with Xaxis, as a partner agency under GroupM, makes the trading desk more accountable to MediaCom than a vendor partner might be. “If for whatever reason a campaign does not perform as well as it should, it’s easy enough for us to look them straight in the eye and say, ‘Hey, you were the hook. You have to make this work.'”

He adds: “They’re going to see you every day, as opposed to a third party or whoever. It’s so important to have folks who are experts and can help guide you.”

Job Loss From Programmatic Media

Another oft-voiced concern within media agencies is that the automation of digital media buying will eventually lead to reductions in headcount. Kathuria makes a forceful case that this will not happen.

“I’ve got people all the time who go, ‘Vik. Oh, my God, programmatic buying. They’ll take our jobs! We’ll lose jobs!’ No. Programmatic buying, is not, I repeat, is not about efficiency. It’s about efficacy,” he says.

Rather than automating roles, MediaCom’s leadership believes audience buying is about giving media buying teams the tools and time to do strategic thinking and focus on client relationships.

Guaranteed Programmatic

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

The latter half of 2012 brought an increase in rallying cries for guaranteed or “premium” programmatic. While the term’s definition is still elusive, MediaCom says it’s already a reality in its relationships with big media partners.

Kathuria puts it this way: “We [at GroupM] happen to be the biggest media buyer in the world.With that buying power comes the ability to work very closely with our premium partners.At NBC, for example, we have deals in place for access to premium inventory via our audience buying platform. We have to have the ability to access in real time clear inventory.”

Must Read

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.

Seedtag Acquires Beachfront For Deeper Roots In TV And Streaming

Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.