Last chance to save on Digiday Publishing Summit passes is February 9
This is the capstone to the series the “New Agency Model,” which is sponsored by PulsePoint™, a next-gen ad technology platform that fuses the science of programmatic targeting, distribution and optimization with the art of content marketing. It was written by Scott Portugal, svp of programmatic and strategic alliances at PulsePoint.
As we’ve moved from the age of Mad Men to the age of Math Men, we’ve seen the rise of programmatic marketing – not just real-time bidding. Brands are starting to systematically connect with their audience as efficiently as possible, but still want their media to have meaning — think Apple’s “1984” ad. So for brands in 2014, RTB will increasingly mean “Real-Time Branding.”
Purveyors of advertising as art are quickly adopting trading desks and horizontal marketing platforms to quantify and optimize every part of the user-engagement process. Technology will continue to evolve, and the publishers and agencies that embrace this evolution will thrive in programmatic media.
So if science is replacing art, and science is governed by the laws of the universe, it’s time for us to channel our inner Einstein (instead of our inner Escher) and create the unified theory of media physics. These are the Laws of The Media Universe, and the science of advertising helps explain how this Universe works. So the real question: Is your firm ready for the brave new world, or are you a dying star fading away? Are you ready to embrace the New Laws of the Media Universe?
More from Digiday
Q&A: Nikhil Kolar, vp Microsoft AI scales its ‘click-to-sign’ publisher AI content marketplace
What started with a limited group of publishers and Copilot as the first customer is now evolving into a more scalable model, with Microsoft testing how pricing, access and compensation might work as usage grows.
Financial Times, Twitch and Politico are among the winners of this year’s Digiday Media Awards Europe
The winners of this year’s Digiday Media Awards Europe reflect a shift toward experiences that are participatory, connected and built across ecosystems rather than single channels. Digital campaigns increasingly crossed into the physical world, while data and technology enabled personalization at scale without losing cultural relevance or human tone. Interactivity replaced passive reach as the […]
Mountain Dew, Billups and Sky Sports are some of the winners of this year’s Digiday Marketing and Advertising Awards Europe
The winners of this year’s Digiday Marketing and Advertising Awards Europe demonstrate how data, technology and culture can converge to drive impact. Winning campaigns used real-time signals and advanced analytics to shape messaging and deliver measurable business outcomes, while technology enhanced experiences without replacing human connection. Brands earned relevance by embedding themselves in communities, cultural […]