Articles by Jeremy All articles by Jeremy
- Mastering Ad Tech: A Note to Agencies in
Real-Time Daily on
05/03/2013
In my opinion, the advertising industry can be filled with a lot of talk and little action. Although we've accepted that digital is a game-changer - nodding our heads in agreement over current issues and necessary solutions, as well as the big ideas we'd like to see realized in the next decade - our actions (and blatant inaction) are speaking so much louder than our words. We've long been able to ignore under-adoption of ad tech, writing off "explosive growth" and "disruptive change" as little more than tweetable headlines, but the old way of doing things just isn't cutting it anymore. It works, but is both slow and costly, with manual data transfer between Excel, PowerPoint and email eating up to 70% of a single campaign's time and resources. With only 30% left over for analysis and optimization, it's clear we've let experience-based decision making consume its data-driven counterpart.
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