Blog article in response to Digiday article on challenges of programmatic advertising
A study by the New York based Interactive Advertising Bureau (IAB) identified programmatic buying as the dominant trend of last year. The possibilities of the automated real-time trade of advertising were welcomed by many for the speed and innovation they brought to marketing while being mindful of issues like data control and transparency. But in 2016 the emphasis has shifted. This year’s number one key trend is cross-channel-tracking, while programmatic buying for new formats was rated second, with the cross-channel identification of target groups in third.
In our final post on our white paper on ‘The 5 keys to connecting with real people’ we look at the advantages of the Conversant solution and the benefits for clients.
Continuing with our theme on the five keys to connect with real people, this week we’re looking at accuracy, persistence and privacy. These are vital in helping marketers accurately recognise individuals and to continue to reach them with compelling messages over the long term.
In our first post in this series [read here] we noted that to be able to speak to consumers with accurate and compelling messages, marketers need one view of the individual across all the channels and devices they own and engage with.
To be able to speak to consumers with accurate and compelling messages, marketers need one view of them across all the channels and devices they own and engage with. In our white paper this month, we look at the five key issues that marketers need to be aware of to help them to connect with real people.