Paul Dalton of DigitasLBi on Advertising Automation and Programmatic

Pictured left to right Jay Sears Art Muldoon CEO and Cofounder Accordant Media Oleg Korenfeld Executive Vice President Ad Tech and Platforms Mediavest Spark Hossein Houssaini Global Head of Programmatic Solutions Havas Media Group Mac Delaney Head of Programmatic Merkle and Paul Dalton Click on the links above to read Jay39s interviews with other members of this groupJAY SEARS What do you read to keep up with politics art and culturePAUL DALTON Twitter morning wind up and nightly wind down the BBC Fast Company Wired Coolhunting Hypebeast The Economist and TechCrunchSEARS What do you read to keep up with friendsDALTON Facebook and Twitter LinkedIn increasinglySEARS What do you read to keep up with the advertising technology industryDALTON AdExchanger ExchangeWire The Drum Product Hunt Campaign TechCrunch and Digiday I also follow a long list of VCs thought leaders and ad tech enthusiasts on TwitterSEARS Whatamp8217s your favorite commercial of all timeDALTON Blackcurrant TangoSEARS With regards to advertising automation what are the three biggest trends you expect to impact companies in 2016 and 2017DALTONExperimentation with machine learningBrandspecific media trading technologiesIncreased experimentation with dynamic creativeSEARS With regards to advertising automation what are the three most overblown topics that you wish would just go awayDALTONCustom segments Itamp8217s all about the individualMinimum viewability standardsBrand vs DR Itamp8217s not a warSEARS Describe your company or division and then tell us the three most common issues with which you help clients with respect to advertising automation and programmatic tradingDALTON DigitasLBi is a modern datainspired agency We are the only agency designed to offer clients who seek to transform their marketing to a complete stack of services from integrated communications to commerce to CRM and innovation services across the world all driven by our data about what really counts for your businessOur global workforce of 6000 includes industryleading creatives in each region working with data scientists technology experts and media specialists to demonstrate what can be achieved when hard data meets imaginationThe three most common issues areThe gap in client understandingImplementation challenges due to complexities of integrating new technologiesLinking exposure through to highstake business goals such as sales in both physical and digital channelsSEARS Tell us about your company or divisionDALTONSEARS 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 weaknessDALTONLack of USP in a crowded marketInventory challengesPoor client serviceNo selfserve platformSEARS 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 strengthDALTONStrong USP doing at least one vital thing better than anyone elseClearly articulated vision and growth planFlexibility in deal structures not onesizefitsallInvestment in RampampD continual development of new products and servicesSEARS 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 scrapsDALTON No Google and Facebook are powerhouses that clearly lead the marketplace in many critical areas of need But there are areas that they do not And there are marketing needs that others are better equipped to serviceSEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agencyDALTON The richness of dataled intelligence that can be garnered from programmatic platforms is still largely undervalued and underutilized It can be used to make previously hidden signals of human behavior both visible and actionable which in the hands of a great strategist or plan is goldSEARS Transparency on media costs on data on inventory continues to be a lightning rod issue Should transparency be a negotiated benefit for the advertiser client yes or noDALTON No Without full transparency an agency canamp8217t expect to earn longterm client trustSEARS Please answer the following statements yes or noDALTONSEARS If you owned a yacht what would you name it DALTON Mr SmallSEARS A young family member has come to you seeking career advice They must choose one of the following careers ad agency executive ad tech executive company marketing executive or ice cream shop owner on the French Riviera Which career path do you recommend and why DALTON Ad tech executive Technology and its application across every aspect of our lives will be transformativeSEARS What is your favorite restaurant in the world DALTON Waffle HouseSEARS Thanks PaulThe 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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Paul Dalton of DigitasLBi on Advertising Automation and Programmatic

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Paul Dalton of DigitasLBi on Advertising Automation and Programmatic

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