Audience is King: Targeting the Challenges of 2010

A coup d’état may be underway in the world of digital media as targeting technologies shift their laser focus to aggregating fragmented eyeballs as aggressively as media buyers once coveted content and context. “Audience” may be usurping content as the new king of the next decade. Agencies have gotten into the game of building audiences for their brands. Behavioral tracking, social graphing, and data mining across a range of parameters now let marketers follow their target around the Web, and even offline, regardless of the media around them. Who the user is, who they know, and what they have done seems to be more important now than where they are and whose media they are consuming at any given moment.
 

In this first anniversary edition of OMMA AdNets we follow the marketers as they follow the new digital mantra: It’s all about audience now. How does audience-centric planning change the game for agencies and create new business for them in the world of managing data? How do traditional publishers maintain the value of context and branded environments when new technologies seem literally to steal the audiences these media companies spent decades building? A new generation of demand-side ad networks and optimization tools are shaking up the market this season and may disintermediate supply-side networks. And all of these layers of targeting and optimization technologies has created a tangled network “stack” that begs to be simplified for everyone in the value chain. As we move towards an economic rebound in 2010, the technologies for re-aggregating audiences online have assembled at the starting line. Are they all headed in the right direction?
 

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"The OMMA AdNets conference stimulated engaging discussions on key issues surrounding our ecosystem.  The panels, with a balance of buy-side and sell-side representatives, achieved a high degree of lively discussion and touched on key issues.  I was also very impressed by the open contribution from the agency execs in attendance.  Again, thank you MediaPost and OMMA - a very good conference, and I look forward to future AdNets events!"

Peyman Nilforoush, Co-Founder and CEO, NetShelter Technology Media