Programmatic partnership models

The marketing professionals’ guidebook to building strong business relationships between advertisers, agencies, and ad tech partners.

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Building effective marketing is a collaborative effort between an advertiser, an agency, and an ad tech partner, working together towards a common goal. It requires creativity, expertise, measured risk-taking and trust.

To cultivate a strong business relationship with your programmatic partners that encompasses these traits and enables joint success, it is important to have a partnership engagement model in place.

This whitepaper is designed to enable joint success by walking marketers through four possible models of programmatic partnership:

  1. Own and Control Model
  2. Outcomes/Performance Model
  3. Platform or Self-Serve Model
  4. Shared Risk Model

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