Takeaways: Programmatic Day
The recent Programmatic Day took place in Milan, where our Chief Strategy Officer, Michele Marzan, and Sales Manager, Giacomo Procida, shared valuable insights on Artificial Intelligence, Big Data and Programmatic Advertising. According to MIP Politecnico di Milano Graduate School of Business, Programmatic advertising spend grew by 35% last year. The surge in use of programmatic tools, to better understand online consumer behaviour throughout their user journey, provides advertisers with relevant data that should be utilised more effectively.
In case you missed it
A vast majority of companies are still incapable of getting the most out of Big Data.
Giacomo stated, “there is definitely a need for a profound technological change on the first place and a strategic change in the later stages.”
“A wise combination of first and third party data can give interesting results, even in predictive optics. But it is obvious that there is a need for greater awareness and preparation on the management of these by specific professionalisms.”
Specialised expertise is crucial, if companies wish to prosper in this area, so they must consider investing in such resources.
Michele spoke on the evolving idea of predictive analytics, which is the practice of extracting information from existing datasets, to determine patterns and predict future outcomes and trends, by harnessing big data using machine learning. More and more advertisers are expressing interest in granular insights about their consumers to foresee their future behaviour, for effective retargeting.
Trend to watch out for
Digital audio is the new mobile? That is certainly the hope of inventory giant, Rubicon Project. Advertising in the form of audio will surge in the coming years, like mobile did, using the data that is accumulated, paired with creativity; for targeted ads.
#programmaticday2017
“An impression without data isn’t an audience”, says Oliver Kanders, Market Building Director at zeotap.
The real value in an impression lies in the underlying information it can provide you about the user’s behaviour, so you can better retarget the individual with customised and relevant ads.
General focus
The topic of transparency is evergreen. Whether it’s inventory, processes or even fees, the market is demanding more transparency from the supply side. Transparency brings better awareness and fairness throughout.
MainAd’s upcoming tech developments
Michele Marzan shared MainAd’s tech acumen over the last 10 years and explained how, “With Predictive Analytics technology developed by MainAd, you can predict the effectiveness of a strategy before it is executed, and realise scalable one-to-one marketing actions, increase efficiency, and optimise average spending”.
So stay tuned for this nearing step of ours!