Privacy & Cookies Home Issues News Blog Events Training Agency Relations Knowledge About Contact Log in / Register BLOG Home » Blog Problematic Programmatic… 15 December 2014 Top take-outs from Econsultancy's Get With the Programmatic Conference 10 TAKE-OUTS FROM ECONSULTANCY’S ‘GET WITH THE PROGRAMMATIC’ CONFERENCE By David Ellison, ISBA's Marketing Services Manager The publicity for Econsultancy’s ‘Get With The Programmatic’ Conference stipulated ‘Why brands need to understand the new advertising landscape’. Quite right! Media agencies have been investing in programmatic technology and talent for some time now and advertisers need to do the same. Obviously, in order to do so they need to understand what it’s all about. The agenda was jam-packed with industry heavy-weights, including our very own Bob Wootton, Argos’ Ed Lovelock, Mondelez’s Derek Luddem and TUI’s Christian Armond to name just a few. Programmatic advertising is on every marketer’s mind at the moment and the idea of not knowing enough about it can be very daunting. Thankfully, with the vast array of ad tech conferences such as this one, we can shed some light on the issues and challenges it brings. Christian Armond praised ISBA for the three Programmatic events we organised this year. More to come next year – representing solely advertisers of course. Here are my 10 take-outs from the conference, in case you missed it. 1. It was stated that if you feel that you are paying too much on technology tax (tools for ad viewability, content verification, fraud etc.) you need to invest time getting closer to your data. 2. Optimising is happening in silos within channels. You can't take your Facebook audience and combine it with data from Search. There needs to be collaboration in establishing a unified data layer. 3. An Agency Trading Desk representative confirmed that he has five people educating agencies and clients about Programmatic. Very laudable but shouldn’t advertisers be teaching themselves, just to maintain independence and objectivity? 4. Philips’ Sital Banerjee highlighted a dis-connect. No media agency will admit that they are doing anything wrong, but a number of advertisers have declared, via recent surveys, that they are unhappy with their agencies. 5. What model will advertisers go for in the future? Possibly the hybrid model favoured by Kimberly Clark, who set up a Trading Desk 3 years ago, combining in-house control of data with a separate demand-side platform and a media agency. 6. Nice quote from Philips’ Sital Banerjee: ‘The Digital revolution is over, and is being replaced by Digital evolution.’ 7. TUI’s Christian Armond complained about ‘excessive intermediation’ and ‘disinformation’ within the Programmatic ecosystem. He certainly isn’t alone with these views. 8. Is Xaxis the only Agency Trading Desk that has its own tech stack? There appears to be some confusion on this point. Answers on a postcard please. 9. Is Programmatic really un-auditable? That is the perceived wisdom, as each impression is different. Is this an area that the Big 4 consultants can enter? Independent financial advisors might be required in this space, as long as they are paid by the client only. Or perhaps we need a fee based approach based on business performance. 10. Argos’ Ed Lovelock revealed that their digital transformation strategy resulted in an honest appraisal of their situation in 2012, with internal teams being de-siloed and their CRM data being used beyond email for the first time. List All Leave a Comment Please login to add comments. Load more ISBA on Twitter Follow us today! © ISBA 2014. All rights reserved. Privacy & Cookies Designed by Digital White Menu Home Issues News Blog Events Training Agency Relations Knowledge About Activities Sign up Book events Contact Follow us Twitter LinkedIn Any questions? Email us answers@isba.org.uk or call the ISBA team 02072919020