In this week’s #TraderTalkTV Crimtan‘s Rob Webster discusses the evolution of the media plan. In a deep dive into how the media plan (or schedule) currently looks, he highlights the over emphasis on the retargeting piece, and how third party buyers can continue to add real value to both agency and its client by delivering a prospecting solution that helps advertisers drive actual new customers down the “purchase funnel” to conversion.
Webster, a veteran of the agency world, ultimately sees retargeting being consolidated by the agency trading desk and retargeting solutions like Criteo/Struq, with much of the prospecting being allocated to specialist third party traders on a managed basis.
Customisation is the buzzword around the RTB eco-system at the minute. Customised bid logic. Customised algos. Off-the-shelf solutions are not enough for the cutting-edge trading companies in the space. A lot of the buy-side solution providers are gravitating in this direction – including Google. In this week’s #TraderTalkTV Jason Bigler, Director, Product Management at Google, whiteboards the concept of “Open Bidder“, how it works, where it sits in the Google infrastructure and who might use the new solution.
With the rise of open platforms a lot of interesting ad tech “app” companies have started to spring up globally. In this week’s #TraderTalkTV we talk talk to one of the rising stars, Skinected. Here co-founder Stefan Kosel explains how non-standard ads are traded via RTB – and how the solution works for publishers and buyers.
Gavin Deadman, Digital Marketing Manager for PKR, discusses how his perspective on ad technology has changed since he made the switch from agency to client-side. He maps out how an internal trading desks operate in the broader remit of business — answering how FBX, Paid Search and DSPs function underneath the CMO, and how the flow of huge amounts of data is managed across the CTO and CMO’s teams to optimise campaigns and mitigate wastage. Deadman wraps-up by breaking down the benefits of bringing digital marketing in-house and how the role of the agency is changing.
This week’s #TraderTalkTV goes into detail on the role being played by the DMP. What is it? Where does it fit into general ad tech mix? We invite Robin Davies, Country Manager UK at Mediaplex to discuss the DMP, and how it will evolve, especially in on-loading offline data into ad targeting.
In this edition of #TraderTalkTV, we invite Gurman Hundal, Media IQ Co-Founder, to discuss one of the company’s typical ad trading strategy, and how a real-time trade is executed by Media IQ’s analytics and trading team. Here, Hundal challenges the idea that an algorithm can deliver performance on its own, and outlines the importance of both tech and the trader in the optimisation process.
This weeks’s TraderTalk TV is essential viewing, especially if you are a progressive marketer. ExchangeWire discussed at length the the Brand Trading Desk model earlier this year. The Brand Trading Desk is now a reality. This model is now being executed by the smart people at MonetSupermarket.com. Here Andy Milhop, Head of Digital at MoneySupermarket.com, gives an insight into how a Brand Trading Desk works, and how it incorporates third party ad technology.
Medyanet is a massive European sales house based in Istanbul with O&O – as well as represented – interests across traditional publishing, TV, radio and digital media (currently representing about 10 billion Turkish impressions per month). In true European sales house fashion, the company has also got a proprietary ad server (Adserver+), which their development team has built in-house over the past three years.
Here Dogus Yildirim, Business Development Manager at DOL gives both an overview of the emerging data-driven space in Turkey and insight into Medyanet’s strategy around programmatic trading.
In our second edition of TraderTalk TV we invite Greg Williams, Co-Founder and VP of Business Operations EMEA & APAC at MediaMath, in to discuss Deal ID. What is it? How does Deal ID affect the buy and sell side? Will it bring more premium spend into the automated channel? Greg Williams gives us a quick overview – with an in-depth episode on the technical aspects of Deal ID to follow.
Switch Concepts is one of the more interesting companies currently operating in the European ad tech space. Switch Concepts, like all the great companies in the space, has very much operated under the radar. It now works with several big UK publishers, and its tech solutions is focused on delivering the best yield for its clients.
Here Switch Concepts discussed its solution, holistic yield management, linking users across multi-devices and concepts around linked data. We will be launching TraderTalk 2.0 in a couple of weeks so look out for the new format. More details to follow.