Matt Spiegel of MediaLink: The Ad Automation and Programmatic Confidantes

JAY SEARS What do you read to keep up with politics art and culture MATT SPIEGEL Wall Street Journal CNN Politico Wired Rolling StoneSEARS What do you read to keep up with friends SPIEGEL Facebook Instagram there is some reading involvedSEARS What do you read to keep up with the advertising technology industry SPIEGEL Wall Street Journal AdAge AdWeek AdExchanger Business Insider Recode BeetTVSEARS Whatamp8217s your favorite commercial of all time SPIEGEL I have to give some love to my home town and go with the Gatorade amp8220Be Like Mikeamp8221 commercial the original of courseSEARS With regards to advertising automation what are the three biggest trends you expect to impact companies in 2016SPIEGELUse of audience intelligence for optimization and addressability in linear TVAbility to understand consumer behaviors across devicesFaster feedback loop of media performance tied to business metrics including amp8220offlineamp8221 metricsSEARS With regards to advertising automation what are the three most overblown topics that you wish would just go away SPIEGELImportance of open exchangesmarketplaces This is not where the action really is or will beMass media with onetoone targeting Scale still requires segmentation more granular and adaptable segments but segmentation is still the answerMarketers bringing media buying inhouse The vast majority of the time clients are and should be taking a bigger role in their media strategy and planning processes but rarely is that actually about amp8220pulling the leversamp8221 as the tradepress suggestsSEARS Please describe your firmSPIEGEL MediaLink is a strategic advisory firm that works at the intersection of media technology entertainment and finance or as we like to say amp8211 we connect Wall Street Madison Avenue Silicon Valley and Hollywood Our clients turn to us because as exoperators ourselves we marry our strategic thinking with operational excellenceamp160SEARS What are the three most common issues you help clients on regarding automation and programmatic tradingSPIEGELA marketeramp8217s need to update their media management model to include greater influence of data and enabling technology the related skills development and process updates across departments and partners and the selection of enterprise technology providersA media companyamp8217s need to move past the word amp8220programmaticamp8221 and towards the need to have a granular understanding of their audience as well as the technical capabilities to monetize their audience across channels and buying processes both manualautomated and guaranteednonguaranteedDigital innovatorsamp8217 adtech datainsights and similar firms need to identify their productmarket fit and truly understand the expectations of marketers and their agenciesSEARS The majority of ad technology companies relatively small unprofitable or both have struggled Of the poor performers what are the commonalities between them that have contributed to this weaknessSPIEGEL A couple of very common issuesTheir company offering is at best a product or even only a feature of a product instead of a standalone solutionThere is little appreciation and understanding for how the media and advertising business actually worksThere is an inflated sense of delivered value relates to the first two points that weakens potential collaboration with clientsSEARS 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 SPIEGEL The opposite of the aboveSEARS 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 SPIEGEL No thatamp8217s a very amp8220digital centricamp8221 view of the world Both Google and Facebook are extremely impressive organizations that are indeed key players in the industry but I think the 70B amp8220TVamp8221 ecosystem has reasons to be counted as more than just amp8220scrapsamp8221SEARS Please answer the following statements yes or noamp160SPIEGELSEARS 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 go SPIEGEL Todayamp8217s answer because there are plenty of options and I might feel differently tomorrow Iamp8217d take the wife and head to Machu PicchuSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beSPIEGEL Having lost my dad to multiple myeloma a handful of years ago Iamp8217d support the Multiple Myeloma Research Foundation which by the way is focused on bigdata meets personalized medicineSEARS What is your favorite restaurant in the world SPIEGEL Thatamp8217s like picking a favorite child you canamp8217t do that On the top of my list Fat Willyamp8217s Rib Shack in Chicago Commanderamp8217s Palace in New Orleans and Nobu anywhereSEARS Thanks MattDo know a leading ad automation consultant in the ad automation and programmatic area advising advertisers and media companies that I should consider interviewing Let me knowThe 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 bloggersamp160amp160amp160amp160amp160amp160

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Matt Spiegel of MediaLink: The Ad Automation and Programmatic Confidantes

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Jay Sears

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Matt Spiegel of MediaLink: The Ad Automation and Programmatic Confidantes

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