Having done a number of Road to ATS video segments, panels, and op-eds on the future of the service layer of late, I am reminded of just how complex media buying is at a global scale. There is a common misconception that programmatic has made in-housing easier for brands. Some marketers think the algo can now do all the heavy lifting, making activation an easy process. So, why bother to work with an agency or third party?
In the run up to an upcoming training programme run by The Programmatic Advisory, in conjunction with ExchangeWire, The Programmatic Advisory’s founder and CEO, Wayne Blodwell, highlights the importance of training to keep up to date with the emerging trends in the programmatic ecosystem, so that programmatic becomes more than just alphabet soup. Demand-side platforms, data-management platforms, dynamic creative optimisation, first-party data, second-party data, third-party data, header bidding, first-price auctions, second-price auctions, modified auctions, publisher ad servers, attribution, algorithmic buying, log-level [...]
Will programmatic buying and selling replace the need for sales teams? No, of course it won’t. However, it will require a new set of skills to be honed, writes Paul Gubbins (pictured below), independent ad tech consultant, exclusively for ExchangeWire. Having been involved in helping companies to train and transition their direct sales forces from an IO- to a programmatic-view of the world, I wanted to share some thoughts on what I believe the sales teams of today and [...]
Often, asking who is responsible for programmatic advertising results in a misinterpretation that the ‘who’ has to be a single individual. However, as Kristen Ditsch, senior manager of client success, Choozle, explains, it isn’t as simple as that. Writing exclusively for ExchangeWire, Ditsch outlines the key points to consider when assigning programmatic responsibility. In my three years of helping agencies onboard and bring scale to in-house programmatic media buying, I’ve learned the answer is not so black and white. Determining who is responsible [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: TV ads have diminishing influence in AU; China video ads climb to £966m in 1Q2017; AU small firms lack resources for marketing; Rapport goes up in Malaysia; Grey ‘Hug’ it out in Dubai; Swisse Wellness buys AU creative agency; Kargo gears up in NZ; and GroupM releases Thai digital playbook. TV ads have diminishing influence in AU TV [...]
Customers have developed high expectations for their interactions with a business and are now more loyal to the experience than the brand, making them more powerful than ever. Online search makes it easy to find an alternative product, price, or brand and, as a result, businesses can no longer rely solely on their reputation for customer loyalty. Tom Goodmanson, president and CEO, Calabrio, explains why the quest to achieve the ultimate customer-centric strategy must begin at the C-level, as he charts the [...]
Women in technology; women in STEM fields; women in ad tech; women in advertising – whichever way you cut the numbers, they reflect a set of industries that remain remarkably male-dominated. The needle is moving and there is no shortage of women and men fighting the good fight, not only to encourage more women to enter the field, but to encourage them to take up senior positions. On International Women’s Day 2017, ExchangeWire ask how this is progressing.
The ad tech industry has a lot to answer for. The digital boom forced the focus in advertising to shift to technology rather than the expertise of people. As a result, writes Chris Dobson (pictured below), CEO, The Exchange Lab, many companies have lost sight of the fact that technology is just a facilitator for digital advertising. The fact is that most advertisers don’t care about the ins and outs of the technology, just that it works, is safe, [...]
Over the past few years, we’ve seen programmatic become the fastest growing ad-buying method in the industry. In fact, it’s on course to dominate the space, after IAB UK reported that 60% of digital display ads were traded programmatically in 2015, up from 47% in 2014. All signs seem to be pointing to further growth as we close out and review 2016, writes Dora Michail (pictured below), senior director, programmatic & audience solutions, EMEA, Yahoo. As marketers allocate increasing portions of [...]
The great Victorian engineer designed much of the UK’s underlying connective infrastructure: dockyards, the Great Western Railway, suspension bridges, and innovations like tunnels beneath rivers. It was the GWR, Brunel’s greatest achievement, that connected Plymouth to London by rail. But, writes Paul Wright (pictured below), CEO, iotec, we seem to have forgotten that the track also runs in the other direction. In the modern world of advertising, all roads lead to the capital. Agencies, brands, publishers, and [...]