Feedback Loop: DSP Confessions & Programmatic Buying
For this week’s confession, we interviewed a demand-side platform sales person about what this person sees as the hype versus reality of programmatic buying.
Media fragmentation and the explosion of personalized media are cropping up so rapidly that it’s almost impossible for digital marketers to keep up. The rapid rise of Pinterest and Flipboard are just two examples of how quickly the digital landscape can shift.
The Web is no stranger to Internet legends. The same can be said for Web advertising. ComScore exec Kirby Winfield has an interesting list of the most pervasive myths in online advertising, including how it doesn’t need the GRP, the death of ad networks, the year of mobile, and the idea that ad buying is becoming like the stock market. Perhaps Winfield’s most prescient point has to do with whether brand dollars will come online because of ad tech. Not so, he notes.
I really enjoyed this one. Great commentary on the common soundbites I too hear all the time. I’d add just a bit to some of the points. Brand dollars aren’t coming online to the degree we want them to, and its mostly our own lack of creativity. Maybe that’s what Kirby means by “television itself will come online.” The TV medium is a storytelling medium and online to a large degree is not. That’s our fault and its fixable the more social and conversational we can make online campaigns. I also agree with the financial metaphors being a bad analog to programmatic trading. The primary distinction in my mind isn’t the “insider trading principles” but rather that the commodity itself is perishable unlike a stock. It’s more like trading weather futures.
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