Procurement & negotiation practices in ADA – analytics data advertising (Axiata Digital Bangladesh)

Abstract

In this internship report I have analyzed different approaches being used in ADA for procurement & negotiation. In the first chapter I have written about my internship organization, responsibilities & outcome from this internship. This will give a broad idea about my day-to-day activities at work, my contribution to the organization, outcomes of this internship & how this learning is helping me in my professional life. In the second chapter I have introduced my organization, it’s operational wings & services, responsibilities of different teams and how we propose solution to our clients. I have written in detail about my department’s responsibilities and team structure. During Covid-19 our team is working from home & tried to give an idea how we manage our daily work using the power of internet. As I am working in the advertising & communication industry for last 6 years and seen agencies to evolve thus started chapter three with a background. Later, highlighted on the digital marketing industry in Bangladesh & their services. Also, done an industry analysis using Porter’s Five Forces to evaluate ADA’s standing in terms of opportunity & challenges. In the fourth chapter I have written in detail about various digital media procurement & negotiation practices that we use in ADA. Starting from receiving a client brief, how we propose the solution using digital media, use of different analytical tools for better decision making, various supporting tools for automation have been discussed. In digital media we mostly rely on automation as a result procurement & negotiation is bit different in this industry. I have also discussed how real time bidding works, fixed buy works and buyers’ involvement to reduce the cost. Lastly after analyzing the practices being used in ADA, I have a few findings & recommendations. One of the major findings was dependability on advertising platforms. These platforms hold much control that client’s solution mostly depends on platforms offerings. Anytime a platform may change their policies which affect our business & client’s expectation. Due to technical dependability, we sometimes face glitches which also impact media outcome. A solution of this could be exploring new horizon of advertising platforms and entry of new player in the play of Google & Facebook Advertising.