These platforms bring a lot to the table like global scale and leveraged registered user data, are highly mobile, push tons of video, and span across the spectrum of branding and direct response. At the same time the sheer number of new platforms that are emerging in a non-conformist, autonomous fashion must beg the question of how demand is supposed to respond and create scalable solutions to solve for this new and evolving landscape.
As we saw in the world of standardized and commodity “traditional” digital media, the need for abstractions was instrumental to allow for demand to scale and create efficiencies for buyers. This was largely resolved by creating conformity at the publisher level. By unifying the rules for ad formats, dimensions, and pricing, it created a much simpler way to aggregate supply and enabled higher-level systems like the display exchanges and DSPs that we have today. In a similar fashion, we need systems and an infrastructure that will allow demand to scale across this new world of walled garden, autonomous platforms.
These platforms provide the richest, unique experiences -- but as a result require buyers to approach their supply in a customized, almost individualistic way. This world is largely built around specific APIs that represent the language and behavior of each of the platforms available. Abstractions are possible in this world, but they need to be seen through an entirely different lens.
For marketers, a reality without this kind of abstraction is frightening. The number of point solutions and custom partnerships will skyrocket and require the demand-side and the agency community alike to develop and maintain these one-off integrations and shift the focus from delivering value to advertisers to simply “keeping up.” Demand will require systems and technologies that can abstract this world and provide efficiencies to scale media-buying efforts seamlessly -- not only for the platforms of today, but more importantly for the next big thing.
What is required for this seamless abstraction? We must have the ability to provide access and capabilities from each one of these autonomous platforms quickly and with the agility to develop agnostic solutions to new supply as they become available.
Although this has nothing to do with “social,” in many cases you can argue that social really put forward and made popular this idea of API-based walled-garden supply. This involves a new philosophy that it is not always in the supply-side interest to commoditize inventory -- and this will continue to happen in both social and non-social environments such as mobile messaging and video. Each of these platforms will allow for solving marketing objectives across the board, from performance to brand and mobile to video.
As we see the next generation of autonomous marketing platforms emerge, we must have solutions and technologies to provide simple but effective ways for advertisers to take advantage of them, without missing a beat.