10 January 2014 in ExchangeWire Tradertalk TV 7 Comments

#TraderTalkTV: Rob Webster Discusses The Evolution Of The Media Plan And How Third Parties Add Value Through Prospecting

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.

12 July 2013 in ExchangeWire Tradertalk TV 0 Comments

#TraderTalkTV: Darren Goldie, Managing Partner at Havas, Explains How The Agency Approaches Attribution

Attribution plays such a crucial part in the media planning process. But with no standard modelling procedure available, agencies often have to build bespoke models for clients. Here we speak to Darren Goldie, Managing Partner at Havas, who discusses the approach taken by his agency, how programmatic fits in the process and the key role that can be played by partner publishers to help clients achieve campaign objectives.

15 March 2013 in ExchangeWire Tradertalk TV 0 Comments

#TraderTalkTV: PKR's Gavin Deadman Explains How Data and Media Buying Can Be Managed In-House

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.

8 March 2013 in ExchangeWire Tradertalk TV 0 Comments

#TraderTalkTV: Robin Davies, Country Manager UK at Mediaplex, Maps Out the Role of DMPs

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.

11 September 2012 in ExchangeWire Tradertalk TV 0 Comments

TraderTalk: Adform Discusses Its Buy-Side Strategy And Why A Customised Solution Is A Requisite For Scaling Across Europe

Adform is a buy-side/advertising ad serving platform headquartered in the Nordics, with a presence in all the major European markets. Martin Stockfleth Larsen, Director of Marketing and New Business, and Gustav Mellentin, Co-Founder, Director sat down with ExchangeWire this week to discuss the company’s buy-side proposition, and how Adform customises its proposition for the European market.

Adform will be appearing on the How are Vendors Harmonising Premium with Programmatic Technology? panel at this year’s sold out ATS London.