What a year 2017 was for programmatic advertising. Surely, 2018 can only see more transparency and greater creative execution? We went in search of experts. Here’s what a few said…
Sacha Berlik, MD, The Trade Desk:
People don’t distinguish between different channels and devices, so neither should brands. I hope that 2018 will be the year that brands truly wake up to the fact that advertising should be omnichannel to reflect the needs of today’s consumers.
The most effective way to reach a target audience is to tell them a story across multiple channels – for example, serving ads on Spotify during the consumer’s morning commute, engaging them with an in-feed ad on LinkedIn during their lunch break, and again while they are surfing on mobile on their way home.
As the advertising ecosystem becomes increasingly fragmented, brands and agencies are looking for ‘one stop shop’ tech partners with a full stack of omnichannel inventory, rather than having to work with multiple vendors.
Optimising the supply chain
Jim Hawker, owner, Threepipe:
For 2018 we expect to see the proliferation of companies and tech specifically designed at auditing and optimising the supply chain in a continuation of the 2017 trend. This will be fuelled by DSPs wanting to differentiate in a crowded marketplace but we would be surprised if the start-up specialists don’t get there first.
e-Privacy a potential headache?
Data-wise, GDPR will have wide-reaching effects, but it is the ePrivacy regulation currently making its way through European parliament that could really disrupt the programmatic world. If passed in its current form, cookies will become opt-in on a browser level, which spells real trouble for cookie-based solutions & third-party data providers.