Expedia is reluctant to invest further in programmatic due to the current inefficiencies in the marketplace, and the relatively small cut publishers get from inventory traded programmatically.
Expedia’s director of brand marketing, Vic Walia, explained that the brand’s current marketing split sits at around 80% TV versus 20% digital, and of that digital spend 20% is currently traded programmatically.
Walia says that he wants to shift his digital spend to be almost 100% programmatic and grow his digital spend by more than double. However, he’s not, because the cost-structure within programmatic that sees the ticket clipped at every turn, doesn’t make his spend effective.
“The industry has shared data about how much money goes to the publisher, and I’ve done the exact same analysis internally with our campaigns over the past 18 months, and I’ve come up with the same number.
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