A guide for marketers
The
allure of ad technology is simply the promise that, at long last, we
can present the right online ad, with the right message, to the right
person. For the right price.
Big Data lets us identify
audiences more accurately, calculate their value, and send them
customized messages instantly. This is a boon to marketers and
publishers.
But it has also become something of a headache.
The
crowded field of players is frustrating to navigate. And because
marketers are now under pressure to reorient their strategy toward
targeted, data-driven customers, they have to actually understand all of
the new ad technologies out there.
“No one can afford not to know
the technology, because it’s technology and analytics together that
will determine if the process is working,” says Ed Montes, CEO of
Digilant, a marketing technology company.
Many
of the ad technology companies are training media buyers to use to use
their management platform and then analyze and bid on their own.
“Teaching people to fish is better for the ecosystem than selling fish,” says Brian O’Kelley, CEO of
AppNexus, a large ad exchange.
An
understanding of technology is also essential for publishers who want
to be paid what they are worth. Only by understanding the technology can
a publisher give marketers valuable specifics such as when and where an
ad was posted, and the demographics and geographical distribution of
the people who viewed it.
“The thing I hear from a lot of people
is that the situation would be a lot better if the system were a lot
simpler—more transparent about who does what, who gets paid what for
what, and who contributes what looks like success,” says Tom Hespos,
founder of
Underscore Marketing, which develops, manages, and measures media programs for health and wellness brands.
Ultimately,
marketers and publishers want to maximize ROI on advertising. And now
they have tools of which previous generations of ad men and women could
only dream.
But the trick is to understand how the ad technology
industry can translate the digital breadcrumbs left by consumers into
real-world results.
Navigating Planet Ad Tech is a new
report that breaks down and demystifies the players in the ad technology
sector, clearly communicating their value propositions, business
models, and histories to help marketers ask the right questions.
http://www.technologyreview.com/view/519991/navigating-planet-ad-tech/