Prior to partnering with DQ&A, marketing technologists Sub2 had outsourced programmatic display and video media buying to third-party digital traders. With programmatic in-housing, control of transparency, data, technology, media, talent and operations were ceded to those external organisations. They sought to gain contractual ownership of the ad technology platforms and associated consented data.
To address the challenge, Sub2 selected Google Marketing Platform’s Campaign Manager and Display & Video 360 as a consolidated solution for planning, buying and measurement. Programmatic experts were then hired in order to complete this in-housing project. This enabled a technical and commercial environment where the supply chain itself could be optimised, by industry leading talent who could efficiently deliver optimal buying strategies.
Working with DQ&A
As a Google Certified Sales Partner, DQ&A provided access to the Platform, expert onboarding guidance and ongoing technical support. This consultative service was then extended, drawing upon deep industry insight to assist in defining new role requirements and attending interviews to assess candidate suitability. DQ&A then provided advanced training on the Google Marketing Platform to the successful hires.
The benefits of in-housing have been evident through both Sub2’s streamlined processes and client performance. Internal metrics show that Campaigns go live 40% quicker and, with DQ&A’s help, issues are resolved within a couple of hours, rather than a couple of days. Cost per impression rates have also dropped by 50% as a result of all the efficiency gains. Meanwhile, the sophistication of campaign management has developed with double the amount of strategies running.
- Ciara Lillis, Data & Media Director, Sub2 Technologies
“Working with DQ&A has helped Sub2 Technologies to achieve our goal of bringing programmatic buying operations in house. DQ&A supported us with all aspects of the process, including recruitment and training. With DQ&A's support, we hit all the objectives that we set ourselves for bringing programmatic in-house.”