” The factor why advertisers have struggled to determine how to extract worth from these channels, specifically on a procurement basis, is because any model with a network-style structure thats reliant on pre-negotiated rates and operates in an in advance capacity just doesnt have as much impact in these biddable auctions,” Donahue said.
Biddable auctions drive value through since they enable purchasers to forecast worth, which comes from considering digital as more than a performance-driven market with short-term ROI.
” Around 75% of all impressions delivered in the ad market– and maybe half of all money– is delivered through the auction, so theres a requirement to consider the long-term strategic laydown of media,” Norman stated.
However how does that play out in practice?
Dealing with Diageos internal measurement and effectiveness group in 2015, Up & & to the best developed an approach to increase programmatic screen and video spending plans without causing reducing returns due to greater frequency.
Together, the consultancy and brand name teams created saturation curves for the highest-performing partners based upon predetermined conversions or customer habits. This allowed Diageo to increase budget plans on price by partner without exaggerating it on frequency.
Advertising ROI enhanced by 25%, and Diageo saw a 31% and 23% cost saving money on Facebook and programmatic media, respectively.
Often, however, its almost opening a marketers eyes to the worth that biddable media can bring.
To this day, numerous brand name marketers still default to endemic channels– such as print and publications, in-store consumer marketing or radio– and feel no need to integrate SPO and RTB.
” But when they recognize they can in fact produce a ROI of greater than $1 through variable pricing in programmatic,” Donahue said, “its transformative, since they begin to see programmatic as a real-time feedback mechanism instead of simply something for DR.”
Up & & to the Right likewise pitches its services for brand name in-housing, so online marketers can exercise more control without “going completely down the bunny hole,” he stated.
” A lot of the time, its enough just to have transparency with their agency and to understand that all of the line products in the contracts they have with their tech platforms are being complied with,” he stated.
Theres one thing Up & & to the Right will not do; recommend customers to make a relocation thats not backed up by evidence, like diversifying away from or boycotting a specific social network.
” The role of this business is not to offer clients our viewpoints on whether to be engaged with particular platforms,” Norman said. “Our goal is to extract one of the most value out of individual platforms or a mix of platforms. Theres sufficient static out there without us getting included too.”
If a brand name wants to make a move, Up & & to the Right can do the math, he stated.
” We offer suitable counsel,” Norman stated. “A principle is never a principle up until it costs you cash, and we help them understand how much a relocation will cost them.”

Programmatic is a journey– and most advertisers require a copilot.
The guidance they get is often too directly focused on methods, like programmatic advertisement buying and supply-path optimization (SPO), rather than on auction dynamics throughout all biddable media, said Rob Norman, previous chief digital officer at GroupM and a tactical advisor to Up & & to the Right, a recently introduced biddable media consultancy co-founded by agency veterinarians John Donahue and Chris Copeland.
Up & & to the Right, which came out of stealth on Thursday, is the mix of Donahues advisory organization, WLxJS, and Copelands growth and performance company C2Next.
Individually, the business have actually done work for Diageo, Hersheys, Marriott, Coca-Cola and Linksys.
Donahue and Copeland began working together throughout the early days of the pandemic, after having both cut their teeth in executive roles at GroupM. Donahue also hung out as international director of business intelligence analytics at Omnicom Media Group.
The new consultancy has 11 employees and provides guidance and hands-on services across programmatic, search and commerce media and creative.
The objective with Up & & to the Right is to make marketers smarter about their auction-based media, which Donahue defines as anything related to browse, social and programmatic.