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Does Transparency Drive Market Activity?

Industry Index engaged in a quantitative and qualitative research study on behalf of Metamarkets. Our aim? Define how openness and transparency bring the greatest possible value and liquidity to the programmatic advertising market.

 
 
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Metamarkets developed an integrated content strategy designed to increase both brand awareness and prospect engagement through thought leadership.

To deliver on this strategy, they asked Industry Index to conduct in-market research to ground the concept of “transparency” in the programatic ecosystem, and define a standard of transparency measurement which brands, agencies, and publishers could all agree upon. 


Research Services

Hypothesis Development
Quantitative & Qualitative Survey Development
Data Collection

Output

Raw Data
Survey Analysis & Interpretation
Design-Ready White Paper

 
 
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Our research work began from a simple hypothesis: Does deeper transparency will help grow the programmatic market? What is required structurally and from a data flow perspective to provide radical transparency?

Based on this framework, we designed conducted a quantitative survey with a subsection of our panel of engaged users, split evenly between senior brand and agency marketers, and publishers. This survey was designed to yield data based on several key questions, including:

• What defines transparency and how does this differ by screen/channel?

• How much would buyers increase budgets if they had access to transparent data?

• What are the key perceived obstacles and corresponding frustrations of switching to transparent suppliers?

 
 
 
 
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171 Senior Industry Professionals 
Participated in Research

54 Publishers, 57 Sr. Brand Marketers,
60 Sr. Agency Marketers

 
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Sample of Respondents also took part in 
Qualitative Interviews for additional
insight

 
 
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Industries Represented

Energy & Utilities

Energy & Utilities

Retail

Retail

Telecom

Telecom

CPG

CPG

Ent. & Media

Ent. & Media

Finance

Finance

QSR

QSR

Auto

Auto

Healthcare

Healthcare

Technology

Technology

Travel & Leisure

Travel & Leisure

Insurance

Insurance

 

 

Key takeaways from our research include:

 

89 percent distrust a significant portion of the data upon which they’re buying and selling media.


75% of market participants say they are concerned about the lack of transparency in programmatic advertising markets


Three quarters say that with new transparency in the market, they would increase their spend in programmatic advertising from at least 11 percent and in some cases by 50 percent or more.

 
 
 

Metamarkets found our research process, yields, and deliverables to be invaluable in going to market. The resulting White Paper, “The Transparency Opportunity,” served as a cornerstone of their marketing efforts throughout 2017.

 

Publishing our research-based study with a trusted partner like Industry Index greatly enhanced its value and made a real impact on our overall content strategy.

Devan Fearman
VP Marketing, MetaMarkets

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Contact a specialist to get started with your own custom research.

Research Specialist