When we launched Labmatik, we took a pragmatic and honest view of programmatic and simply called it what it is: a new way to get an old job done.
If programmatic methods do in fact get the job done in a better way, then marketers should invest in it and work to maximize its potential. Conversely, if programmatic does not provide new value nor deliver on its promise, then advertisers might not beat their hurdle rate on this investment.
What does better look like?
If “better” means faster, cheaper, more transparent, better audience insights, and getting clean data to truly measure ad efficiency and effectiveness, then coming to the conclusion that programmatic has reached such an advanced outcome would be a stretch for most marketers. After all, with arbitrage, mark-ups, rebates, kickbacks, fraud, viewability and so many other challenges, any marketer should surely be cautious.
Hypothesize with proof. It’s what we do.
But what if marketers could learn how to control and run programmatic like all the middlemen who have been doing it for them, but put their own brand interests first?
If so, how could we build a consulting business to get them there? Could we build more than just a consulting business? What tools and frameworks would be needed to accelerate programmatic knowledge and operational capacity?
Knowledge is everything
Back and then still today, large swaths of the programmatic ecosystem can be described as too much knowing and not enough real knowledge. The reason why is because those who have this privileged data-driven knowledge have little or no incentive to share it.
With such an opaque ecosystem and so much money flowing the wrong way, we saw an opportunity to fill the gap. Our success would depend upon re-building effective processes that transfer control to advertisers, raise their data-driven sophistication and enable exciting advertising opportunities using programmatic as toolset.
Programmatic Resource Planning
That’s our story. We started with a good hypothesis, a ready market and a great unmet need. And as we grew from one client to the next, we carved out a highly effective consulting practice called Programmatic Resource Planning (PRP).
With a growing roster of highly select team members, Labmatik and PRP is growing across verticals including CPG, Travel, Banking and eCommerce and has proven out across geos with clients in the US, China and Europe.