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New operating model paves the way for programmatic opportunities

November 19, 2019


Transparent Partners

The Ask

A luxury retail conglomerate wanted to leverage addressable channels to connect with current and prospective customers, but had concerns about protecting the equity of a diverse and autonomous portfolio in programmatic. They needed a partner to craft a brand safe model designed to increase confidence and investment in programmatic.

The Approach

  • Conducted an extensive business analysis to identify current strengths and opportunities.
  • Designed a detailed programmatic operating model for the portfolio and its agency partners, including transitioning to a new preferred programmatic buy-side platform.
  • Developed an activation playbook and educational materials to educate the broader organization.

The Outcome

  • Corporate and brand teams have renewed confidence in the viability of programmatic for luxury brands.
  • Brand has actively created private marketplaces to secure more premium inventory to align with new programmatic operating model.
  • Portfolio is projected to increase programmatic media spend by 300%+ for next fiscal.