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Aquiles La Grave

Member since May 2017Contact Aquiles

Product Leader at Brandzooka

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  • Programmatic Is Failing Forward by Ari Rosenberg (Publishing Insider on 05/10/2017)

    With all respect to Ari, he’s wrong, but not just wrong he is dead wrong. The simple fact is that the battle for or against Programmatic has been fought and Programmatic won, handily. Here’s why - you can come up with all sorts of reasons and trends why Programmatic will fail, but the reality is that communication always flows and scales through the channels of least resistance. That is precisely what Programmatic was designed to do, and why programmatic will not only persist but thrive as analog channels plug in and go Programmatic over the next 36 months. If this want’s the case people would still buying newspapers and Ari would still be buying print ads for his customers. The trends he points to are real enough, but he presumes that they are either not fixable or that there does not exist the will fix them across the spectrum. Here again he is wrong, brands are demanding better performance, brand safety, transparency. As in they are less and less willing to buy trash. While audiences are demanding better publisher experiences, meaning they are less and less willing to interact on pages that have more ads than content. This means that agencies and publishers will have to adjust from a Quantitative media buying model to increasingly a Qualitative one. Don’t believe me? I just sat across the table from a Fortune 50 client who couldn’t stop smiling at the metrics we delivered vs. their agency even though the CPM was 750% higher. Then again maybe I’m wrong and will be reading the the next Op-Ed on the print version of Media Post.

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