Media Trading – Gen X to Gen Y

“No force on earth can stop an idea whose time has come” ― Victor Hugo

Evolution of the media landscape has made the decision-making process for advertiser’s complex and time-consuming. Lack of trusted advice has raised several concerns in the advertiser’s mind around transparency. Many are unsure of whether their advertising dollars are spent on appropriate platforms amongst hundreds claiming to do deliver similar outcomes. Advertisers also need assurance that they are getting the ROI, rates, discounts, quality for their dollars which they deserve.

Gen Y trading aims to bridge this gap of trust and assure advertisers with factual, analytical, transparent trading solutions leading to a more confident media investment decision. Read on to know how Gen Y media trading will play a key role, before that let us understand Gen X trading.

Generation X – An era of Media Trading

Handpicked folks in an agency would negotiate long-term volume partnerships with traditional media publishers across mediums. Such partnerships were/are negotiated on certain parameters like fixed rates, quality of media, make good eligibility, terms of payments, volume bonuses, spot bonuses, FRR for tentpole properties, performance guarantees and more. Over time such partnerships were done with digital publishers too, but the partnership parameters were replicas of the traditional partnerships. This did not stand the test of the evolving complex digital environment.

Gen X traders were/are looked at as an advanced buying and implementation team. They were/are true champions of delivering “price guarantees and cost savings”. Seldom would you witness Gen X missing out on targets, having said that, the Gen X trading model started to lose its sheen when new advertising channels (Search, Social, Ad Networks, Mobile, Data Buying et all) and new measurement metrics (eCPC, CPE, CPI, CPL, eCPA, eCPS, viewability, ad fraud%, scroll% et all) started becoming part of every media plan and attracted larger investments.

This shift of investments to newer platforms demanded a change in media trading practices and advertisers demanded more from their agency on record in this area. Media trading no longer limited itself to deliver price guarantees and discounts. It needed to break the stereotype that it is only a buying and implementation function.

Read more from Hasnain Babrawala on LinkedIn.

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