AdExchanger Research Creates New Framework To Help Marketers Determine Right Model For Programmatic Media Management

NEW YORK, Sept. 17, 2014 /PRNewswire/ -- AdExchanger Research, a practice designed to provide thoughtful analysis on the digital media and marketing technology ecosystem, has created a new framework for understanding the current state of client and media agency relationships in the face of the rising programmatic tide and determining the right approach for programmatic media management.

The "6-5-3" framework is detailed in a new report that not only helps explain the current state of agency-client relationships with respect to programmatic media management, but looks at the growing range of models being employed by marketers and provides direction to those struggling to pick the right process for their organization.

The report identifies the following:

• "6" key trends driving marketers to reconsider the role of their agencies when it comes to media management
• "5" key roles needed for effective programmatic media management
• "3" programmatic media management models that marketers are employing

Joanna O'Connell, director of research at AdExchanger Research, revealed the framework today during her presentation at Programmatic I/O, the leading conference in programmatic media, which is being held at the Grand Hyatt New York in New York City.

"We created this "6-5-3" framework to help senior marketing leadership recognize the forces at play in both the industry at large and within their company and determine their own best path forward," said O'Connell.  "While programmatic is becoming the 'new normal' for the largest brands in the world, there is no one-size-fits-all approach to its management.  Marketers need to take an honest look inward to make the best decision possible."

The report offers marketers a self-assessment tool in the form of a quiz to help them personally determine their best approach to programmatic media management – whether it is "Agency-Led," "Agency-Involved" or "In-House."  They are then able to use the results to guide them toward a "best fit" model for their organization.

The report, titled "The "6-5-3" Framework: How to Pick the Right Programmatic Media Management Model," is available for purchase by visiting research.adexchanger.com.  

About AdExchanger Research
AdExchanger Research was formed in 2013 by AdExchanger to provide thoughtful analysis on the digital media and marketing technology ecosystem. As a complement to AdExchanger's editorial and publishing arm, our research practice is intended to provide ongoing guidance, advice, support and interpretation of the dynamic digital landscape. Visit AdExchanger Research at research.adexchanger.com.  

About AdExchanger
Founded in 2008, AdExchanger is an integrated media company – which includes publishing, conferences and research – devoted to the data-driven, digital marketing space. AdExchanger enables the exchange of ideas between all members of the "ecosystem," including agencies, advertisers, publishers, data providers, ad networks, media traders and marketing technology companies. The goal of this exchange is to help improve understanding and efficiency. The publication has 140,000 monthly unique visitors and a daily newsletter with more than 16,000 subscribers. The company also produces the leading conference in programmatic media, PROGRAMMATIC I/O, and Industry Preview, which provides an exclusive look at the year ahead in digital marketing technology. Visit us at www.adexchanger.com and follow us on Twitter at @adexchanger to stay informed on the latest news.

SOURCE AdExchanger Research