Is the Future of Programmatic all About Customisation? – ATS Paris 2013

At our recent ATS event in Paris, we gathered a number of senior European ad tech execs to discuss how customisation will define the programmatic space going forward. Some of the areas covered in the discussion are outlined below.

– Is it better for buyers to use existing ‘off-the shelf’ solutions, or is a more customised approach the inevitable route in terms of differentiation?
– Are buyers/traders better able to customise their offering through the use of technology, or is merely positioning themselves differently from their competitors enough?
– Algorithms may pick the ‘right audience’, but can they deliver the ‘right message’ and strategy?
– Are DMPs (data manage platforms) going to be the real driver for advertisers unlocking the value of their data?

Via ExchangeWire

Copenhagen INK

Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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