We are lucky to be working in the digital industry as it provides the most targetable and measurable medium yet in terms of marketing.
With the ability to combine first and third party data, bring offline data into play and combine it with granular behavioural and audience data (such as pages visited, searches made, content viewed, and time spent on certain activities), very specific audience segments can be defined, built and reached.
If you want to build an audience of wealthy families who live in Scotland, are interested in curling and are currently reading regularly reviews on executive cars, as well as looking for quotes on car insurance for example, these people can be identified and targeted accordingly.
As we begin 2013, we have already seen activity that points towards a shakeout in the advertising technology industry.
In the space of one week, we saw MediaMath buy Akamai’s Advertising Decision Solutions unit, AppNexus secure $75m funding, part of which will be used for acquisitions, and ad exchange business adBrite shut down its operations.
And we are likely to see greater industry consolidation as we continue through the year. So what's important when it comes to technologies in today's ad tech environment?
Any time I mention the word ‘programmatic’ in a meeting or on a call, people immediately assume that we’re talking about RTB, and the focus of the discussion will centre around remnant inventory.
For some reason, ‘programmatic’ has become shorthand for ‘RTB’. But this is definitely not the case, as ‘programmatic’ should be, and is in fact, equally as applicable to the premium tier as it is to low-value inventory.