Putting the right ads in front of the right people at the right time – and in premium positions – is what engage:BDR sets out to do. Engage:BDR says its first-impression DSP offers above-the-fold impression placements on comScore Top 1000 sites through a self-serve RTB platform at competitive CPM rates that, according to CEO Ted Dhanik, no other SSP can provide.
Lee said her agency takes advantage of engage:BDR’s managed services to cut down on waste and make sure impressions are being served to the right people. “I’m impressed with how specific and granular you can go with the technology now. We set the parameters we want, and then it’s all about real-time bidding.”
One place Lee doesn’t spend much time is Facebook.
“A lot of our partners have relationships with Facebook, but we haven’t done a ton with Facebook Exchange or in the News Feed,” she said. “The whole point of Facebook is organic marketing and businesses controlling their own presences. When you outsource that to an agency, it takes the personalization out of it.”
Dhanik agreed, contending that media buyers have been dazzled by Facebook buzz for far too long and that they are missing the opportunity to advertise far more effectively with premium positions at top sites. “Media buyers don’t see that there is a lot of click fraud on Facebook.”
What’s next? “Everything will shift to programmatic,” Dhanik said. “It’s just a matter of publisher adoption and moving some of the money out of Facebook.”
Lee agreed but was careful to note that a human touch to watch and optimize campaigns and to make sure advertisers get the click-throughs they want will always be welcome.
“You’ll still want a human overseeing it,” she said.
Lee added she is looking forward to more in-depth rich media executions, more video ads on mobile, more retargeting of search keywords, more rich media, more cross-device marketing and targeting at even more granular levels. “The whole programmatic concept is just so interesting to us,” she said. “Our target audiences keep getting easier and easier to reach.”
Correction: In earlier version, Lee was quoted as saying the half of its media spend goes through programmatic channels. Davis Elen has since said that is not the case.