Related Posts
Happy pride month! 🏳️🌈
Enthusiast
And never forget it.
“i just fell asleep in the elevator”
Additional Posts in Digital Media Buying
New to Fishbowl?
Download the Fishbowl app to
unlock all discussions on Fishbowl.
unlock all discussions on Fishbowl.
My honest guess? Inertia. If that's how it was accounted for previously, maybe that's how a particular client was used to seeing it.
That being said, I definitely agree it should be separated and handled agnostic of display.
I think that depends on the agency you’re at. Some bucket it with search (eg search/social people) but others do bucket with display. Can not believe that it’s still not considered its own thing in 2018
Jesus, by whom?! Should be its own thing obvs! Some of the tactics applied can be similar across channels - e.g. customer match, retargeting, etc., but it's still a separate channel.
Probably partially stems from the agency holding company POV that runs Paid Social programmatically through their trading desk and don’t have actual working knowledge of how the platform works. Luckily that’s dead in the water now so we’ll see those dollars shift soon.
If your agency is bucketing it with display, run away from there as fast as you can
It isn’t.
I've been at multiple holding companies and have never seen that approach where social is run through a trading desk. Who out there do you know of that's done that?
It's not run through a trading desk but still a subset of the display budget on a flow chart or MMM vs a separate entity.
Sorry OP, that was a question for Metric 1
FB used to have inventory available through their exchange, which was accessible via DSPs. They shut down that exchange a long time ago. Twitter pre-roll is now available for purchase via select DSPs Either way, social is a different channel with different consumer consumption habits, but I can see how it ended up getting labeled under the display budgets at some agencies. Certainly not best practice