MediaLink offers an interesting conversation about marketing automation trends between Jay Sears, Senior Vice President Marketplace Development of Rubicon Project, and Matt Spiegel, Senior Vice
President/General Manager Data and Technology Solutions at MediaLink:
SEARS: With regards to advertising automation, what are the three biggest trends you expect to impact companies in
2016?
SPIEGEL:
- Use of audience intelligence for optimization and addressability in linear TV
- Ability to understand consumer behaviors across devices
- Faster
feedback loop of media performance tied to business metrics -- including “offline” metrics
SEARS: With regards to advertising automation, what are the three most overblown
topics that you wish would just go away?
SPIEGEL:
- Importance of open exchanges/marketplaces: This is not where the action really is or will be.
- Mass
media with one-to-one targeting: Scale still requires segmentation, more granular and adaptable segments, but segmentation is still the answer.
- Marketers bringing media buying in-house: 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 “pulling the levers” as the
trade-press suggests.
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