Eric Bader of Transparent Media Partners -- The Ad Automation and Programmatic Confidantes

Editoramp8217s Note Be sure to read the first installment of this series Jay39s interview with Jon Mandel of Dogsled EnterprisesYour Name Eric BaderYour Company Transparent Media PartnersYour Title PartnerSEARS What do you read to keep up with politics art and cultureBADER The New York Times The New Yorker Vanity Fair Politico ESPN the MagazineSEARS What do you read to keep up with friendsBADER Text messages a silly amount of emailSEARS What do you read to keep up with the advertising technology industryBADER AdExchanger Wall Street Journal Business Insider AdAgeSEARS Whatamp8217s your favorite commercial of all timeBADER Canamp8217t be just one amp160Dos Equis Most Interesting Man in the World Old Spice The Man Your Man Could Smell Likeamp160and Sony The Super Balls spotSEARS With regards to advertising automation what are the three biggest trends you expect to impact companies in 2016 BADERTransparency of fees methodologies and measurementsOperationalizing marketing automation to realize the performance benefitsIdentifying and implementing unified simplified and compatible platformsSEARS With regards to advertising automation what are the three most overblown topics that you wish would just go away BADERIoT strategyViral strategyMobilefirst strategyDoes anybody know what a strategy actually isSEARS Describe your firm and then tell us the three most common issues you help clients on with respect to advertising automation and programmatic trading BADER Transparent is an objective buyside advisor that helps brand marketers understand the full range of costs regain control of their data and restore their media investments back into working media We help them navigate the vast complicated landscape of marketing technologies to choose compatible technology systems and then implement and operationalize them to increase their marketing performanceThe three most common issues areThe need for brand marketers to control centralize and activate their own dataLack of transparency and efficiency in marketing technologies and operationsVisibility into and understanding of how to select new marketing technology systemsSEARS What are the most common issues you help clients on regarding automationBADERData Separating the signals from the noise understanding costs and taking controlActivation Architecting compatible systems that will impact ad performanceIndependence Freedom from revshare influence arbitrage rebates kickbacks volume bonuses all the things that siphon media dollars away from working mediaSEARS The majority of ad technology companies have struggled relatively small unprofitable or both Of the poor performers what are the commonalities between them that have contributed to this weaknessBADER Misplaying the managed service and selfservice platform opportunities Mixed priorities for selling through agencies and going direct to clients Mobile as an afterthought Low RampampD spendingSEARS A smaller handful of ad technology companies has achieved scale and performed better than the rest What are the commonalities between them that have contributed to this relative strength BADER Relatively transparent operations Clear gotomarket strategies with tech investments to support them Not trashing their margins to grab revenue and market shareSEARS Do we live in a amp8220tale of two citiesamp8221 where Google and Facebook win almost everything advertisers are dictated to and other media companies fight for the scraps BADER Yeah pretty much But publishers and media owners need to take back the share that GOOG and FB canamp8217t serve as well or efficiently and thereamp8217s more of that than may be apparent That said there are still billions moving though the rest of the ecosystem The gameamp8217s not over but hurry upSEARS Please answer the following statements yes or no BADERSEARS If you could go to the airport right now with friends or family and fly anywhere in the world for vacation who would you take and where would you goBADER Meribel France which means skiing the three valleys Meribel Val damp8217Isere and Tignes all at onceSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beBADER Not a specific nonprofit by name but I am totally in support of developing literacy making college accessible and affordable providing valuable job skills and enforcing human rightsSEARS What is your favorite restaurant in the worldBADER The Spotted Pig Bonus The best meal I ever had was in some place in Jerusalem that Iamp8217ll never remember the name ofSEARS Thanks EricEditoramp8217s Note Do know a leading ad automation consultant in the ad automation and programmatic area advising advertisers and media companies that Sears should consider interviewing Tell him hereThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet management or associated bloggersamp160amp160amp160

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Eric Bader of Transparent Media Partners -- The Ad Automation and Programmatic Confidantes

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Jay Sears

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Eric Bader of Transparent Media Partners -- The Ad Automation and Programmatic Confidantes

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