Media transparency is a much-talked about subject in the marketing industry today, anyone who’s read into it will find that there’s plenty of debate around transparency of fees, data and performance.
But how do you know what’s right for your business and what you should have access to?
In our latest guide, Creating Display Transparency: Is Your Provider Being Honest?, we help marketers understand what questions they should be asking their provider, and how it could unlock insights that can feed and optimise other channel strategies.
What does Epiphany’s transparent approach look like?
In order to deliver a transparent approach to our clients, we realised that changes in how Programmatic is supplied and delivered had to be made. We took the time to review all of the options available to us to create an offering that is simple yet powerful for our clients.
We’ve simplified the delivery of programmatic media to make sure as much of our clients’ investment is used to deliver media as possible.
We’ve started working with a new platform for delivering the Programmatic and Paid Social campaigns we do for our clients, which has given us the freedom to provide transparency on the campaigns we run.
For us, it’s clear from the outset. We include agency and tech fees in our contracts. We want to ensure we’re one of the first to actually do it, rather than simply talking about it.
This means we tell our clients exactly what’s being spent where, and what fees are being charged. There are no hidden figures in the way we operate.
We’re firm believers that a true partnership should be built on trust, meaning nothing should be hidden, and data should be both owned and controlled centrally.
At Epiphany, all of our media contracts have fees broken out. We can even account for every penny of fee spent each month if you want us to.
You own your data
We can manage and store your data and audiences in the Data Management Platform (DMP) that’s integrated with our DSP.
As well as this, we can extract all raw user touchpoint data to be used for measurement or analysis, and ingest your first party data (that’s website, CRM and customer data) to not only make activity more efficient and scalable, but we can also use 150 integrated data partners, plus the bidstream data available, to enhance your data sets and pass them back to you.
Only when brands have a solid understanding of how their campaigns are being run, the supply chain, the tech partners involved and exactly where their investment is being used, can they start to understand the value of the whole customer journey.
This means our clients can learn more about their customers and enhance their wider marketing strategies.
We make sure all our Programmatic campaigns are integrated across all the services our clients might be running. This means they should inform SEO, content, PPC and also feed into the creative and on site messaging.
What should you do now?
Take a look at our three-step action plan here for an idea of the questions you should start asking your provider, and take control of your campaigns.