“400+ audience attributes turns ad targeting into a complex Rubik’s Cube-like challenge. If only we could automate…”
- Dan Ackerman, SVP of Programmatic TV at Adap.tv
TV is the next, and final, frontier for programmatic. That was the big takeaway message from an AdMonsters Publisher Forum presentation by Dan Ackerman, Adap.tv SVP of Programmatic TV, punctuated by an analogy of the Rubik’s Cube.
The Rubik’s Cube is a relatively unassuming challenge, for most people. At first glance, it seems like a simple thing to solve its 9×9, six-sided structure. But, one can quickly get lost in the labyrinth of trying to get all of the colored sides to line up correctly.
Advertising across today’s fragmented media environments is similar. Advertisers have many options to target audiences using attributes such as household income, purchase history, and brand affinities. But, the reality is that effective ad campaigns are incredible challenging to pull off. Getting all of the sides to align and expose a brand message to the right person at the right time in the right environment is hard when there are mountains of data to sift through and disjointed systems that don’t talk to one another.
If only there were a way to automate and leverage algorithms to achieve successful targeting for advertisers and brands…
That’s where programmatic advertising comes in.
The shift to automation began with display ad exchanges trying to create value for remnant ad inventory. DSPs/SSPs then began to trade ad inventory programmatically using real-time bidding, maximizing value for advertisers and publishers. The industry then began to start trading premium video programmatically and, most recently, attribution technologies have allowed advertisers to more precisely measure ROI of ad investment.
Television is, naturally, the next media environment to adopt programmatic, and that is why Adap.tv is building the next generation of sales planning technology for TV that leverages big data to help media sellers better understand the value of their ad inventory to increase yield and increase impact for their advertisers.
Missed us at the event, or want to learn more? Contact us!