More Companies Take Control of Programmatic Advertising In House

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AdAge is reporting that programmatic advertising is getting another big shake up–and nothing makes that clearer than Hewlett-Packard’s (HP) RFI that states it’s going to take more control of its programmatic buying. AdAge obtained the RFI that opened the window on the internal thinking at HP.

HP hopes to find a “service provider” who can let them oversee the process around the world–HP’s global markets include the U.S., U.K., France, Germany, Japan, China, India and Australia. Among the tasty tidbits of info:

  • “Hewlett Packard intends to take direct contractual control of their technology partnerships,” stated the RFI.
  • “Future plans include scaling our programmatic deployment across a growing number of marketing programs as well as supporting our ecommerce business geographically.”
  • The service provider would manage “the end-to-end process of programmatic campaign management, from strategy, campaign initiation, set-up, buying, to trafficking, tagging and ad serving, and full campaign reporting and analytics,” according to the document.

Other goals include: Total pricing transparency about inventory, data, technology and service costs.  And data privacy. As others are, HP appears to be trying to figure out how to protect its data from other clients that their vendors might be servicing, and “how to ensure ownership of their data once the vendor implements it.”

“How do you maintain data privacy given that you’re providing your technology service across multiple clients?” HP asks in the RFI. The company also asks about recipients’ relationship with Nielsen and its online campaign ratings system.

The company is also asking agencies how they’d detect and prevent fraudulent activity within the inventory they’re purchasing. Stay tuned for more news as this becomes a matter of fact instead of a future plan!

 

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