Working with a technology partner committed to transparency goes a long way in programmatic.
The need for such a partnership is particularly acute in countries like Japan, where, according to McKinsey, fewer than 1% of Japanese companies with revenue above $1 billion have a CMO, compared with more than 10% of US companies of similar size. How can a Japanese company with global aspirations become truly brand-oriented?
The answer, in part, rests in finding a tech partner who can provide advice and guidance on marketing strategy while organizational change is planned and enacted. In the absence of a CMO, multidisciplinary and cross-functional project teams can increase transparency within the organization, but it’s even more important that all stakeholders have access to highly granular, unbiased, and actionable customer data.
To get a full view of the customer, marketers need to make sure that marketing and advertising initiatives are coordinated in a full-stack strategy. Our partnerships with the likes of SAP, IBM and Marketo connect marketing data allowing marketers to be present at every moment of the customer journey.
Transparency at Every Stage
Beginning with a campaign launch, Turn offers clients control over factors including frequency caps and brand safety measures. Additionally, Turn works with the best partners to measure viewability on every impression served, leading to an unmatched level of fraud detection and prevention.
In the midst of a campaign, clients want to know what’s working, what isn’t and why. For this purpose, Turn offers DataMine, an analytics tool that analyzes viewability at any level of granularity the client desires -- impression data, click data, IP location, SSP information, domain, conversion point and more.
And to measure return on investment, data is collected at every point in the customer journey, and clients can make real-time adjustments and optimizations to their campaigns based on the insights gleaned, since an audit log is directly in the console.
Turn provides not only media information but also digital marketing data thanks to our DMP and analytics capabilities. Admittedly, it can be difficult to grasp the import of all that data, but Turn is at the ready to help -- an especially vital function in the absence of a CMO -- and the ability to access DSP, DMP, and analytics all on a single platform is an enormous boon to marketers.
No Bias but Plenty of Integrity
Adding another layer of guaranteed transparency, Turn would never consider concealing data of any sort from a client because we are an unbiased -- you could even say media-agnostic -- technology company that doesn’t own media or work directly with publishers. We don’t express a view on media, nor do we engage in arbitrage, so our clients can have complete confidence in our impartiality.
The ISBA listed agency trading desks acting as both agent and vendor, incomplete disclosure on the part of media agencies regarding their media management practices, and the issue of undisclosed rebates as areas of grave concern, but those factors do not apply to Turn; media is purchased in real time, only after the platform determines that a digital impression matches an advertiser's exact criteria.
We are fully committed to ensuring that any information in our care is accurate, complete, current, and reliable for its intended use, and our policy is to collect only data that is not personally identifiable information (PII).
We’ve come a long way from the early days of programmatic. And while there is a long way to go, with bad actors still out there, Turn has been proud to have helped usher in a new, more transparent era.
For more on Turn's commitment to transparency, see a post from CEO Bruce Falck.