At the OMMA Ad Nets event, moderator Jason Lehmbeck, chief executive officer of DataPop, wondered about the ad exchanges -- specifically their automative way of doing things.
Can robots manage
brands?
Melissa Goodis, Associate Media Director, CP+B, says "robots don't do strategy."
David D'Alleva, media director for SapientNitro, added "You need the human lens." For
instance, he says new data can shed a new light on things. So, he says, questions arise: "Do we have to retrench our strategy."
Still, on the other side of things, Dave Marsey, senior vp of
media for Digitas, says ad exchanges are needed: "Technology and automation can help. You need to have a understanding. But we are being squeezed by clients with strong procurement groups."
Eran Goren, president of enCircle Media, says, "The biggest challenge is educating our clients. We have a spend a lot of time going through data."
D'Alleva says clients are actually getting
more savvy - so much so they are hiring lot of experience digital people. All that means a shift for agencies, ad exchanges, and ad networks. "Clients are hiring a lot of people. You have to have more
strategy."