What is the best way to describe the modern relationship between buyer and seller in the B2B world? In recent years, the traditional buyer-seller relationship has evolved to bring out a strategic program partnership. The main objective of this specific partnership, like any other, is that everyone who shares it reaps the benefits. Although the Covid-19 pandemic has brought about many changes, it cannot stifle the rising spirit and the priority of automated media buying. Interestingly to many, the number of companies incorporating program agency expertise has doubled since 2019. A hybrid program-in-housing model has also reportedly fallen from 38 percent in 2019 to just 20 percent in 2020.
Do yourself a favor and check out this article to gain deep insights into how automated partnerships transform the seller-buyer relationship and what leads to automated partnerships. But before that, this article explains why automated partnerships – the relationship between sellers and buyers – are so important.
Read also: How to Choose a DSP Solution for B2B Automated Advertising?
Are seller-buyer partnerships profitable?
The short answer to this question is yes! The unique partnership between buyer and seller aims to achieve a satisfied buyer. When brands have a complete marketing suite, they are more likely to open up endless platforms and solutions for them. To have a better control over the vast resources at your disposal, what you need is a knowledgeable strategic partner. No matter how you slice it, there is no better partner than buyers, but how does this really unfold?
- Media partner offers solutions for multiple screens. Using intentional data signals, brands track their users’ actions, browsing histories, and online interactions. Based on these findings, marketers can design buyer personas and creative messages with the goal of increasing engagement
- Brands save additional costs by only paying for important impressions by reaching only their target audiences. Media partners develop contextual targeting and retargeting techniques to generate quality leads and build brand loyalty
- The right partner contributes to a safe environment for the brand. Putting in place proper fraud detection measures also ensures secure ad placements. In the end, quality should always take precedence over quantity
- The trusted partner provides complete account-level reporting and checks the reliability of supply inventory sources to ensure brand integrity. Transparency in all business processes and marketing campaigns is critical, and it is important to keep in mind that programming is not a dark art.
What drives collaborative program partnerships?
As Martech continues to evolve, particularly within the B2B space, automated ads are sure to take a big chunk of the ad spend pie. Several factors are known to lead to increased levels of collaboration and vertical partnerships between buyers such as advertisers/brands and sellers such as publishers.
At this point in time, the highly competitive market landscape is causing tremendous pressure on marketers. However, the integration of Demand Platform (DSP) and Data Markets (DMP) provides a central hub for brand user data and demographic and contextual data nested across omnichannel networks.
To keep pace with the evolution of buyers and their needs, companies tend to indulge in flexible automated partnerships. The right partner provides businesses with APIs, quality leads based on signals of intent, and integrated marketing campaigns. It is also worth noting that targeted omnichannel marketing campaigns bring much higher ROI than non-integrated strategies.
Furthermore, most marketers require detailed analytics reports, real-time optimization tools, site domain performance reports, buyer reach and frequency reports, account-level reporting, and creative frequency metrics. Not to mention that the vast majority of marketers strive to keep track of every stage of the buyer’s journey. Fortunately, an automated partnership can provide a plethora of useful options that focus on validating value and what that means for a particular brand.
However, a multi-channel DSP partner also offers great value, responsible for managing digital media purchases in a single dashboard, providing cross-channel insights for advertisers, and providing a 360-degree view of target audiences. Transparency lays the foundation for a long-term and profitable partnership, and automated marketing is no exception. An effective partner leverages these three critical pillars to unlock campaign ROI: budget spending, media delivery, and analytical reporting.
Ultimately, trust is a two-way street, and increased programmatic partnerships serve as sobering testimonials. For marketers, this seller-buyer collaboration has the potential to eliminate excessive audience saturation, duplicate targeting efforts, and remove campaign deconstruction. A creative blend of technology stack partners and a data entry and output approach that meets your business needs is the perfect recipe for an effective software ecosystem. Before delving into the bot partnership space, why not check out our bot blog articles to get your feet wet?
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