A conference in San Francisco sponsored by LiveRamp on digital marketing focused a lot on the display advertising ecosystem. Since this was held at the Computer History Museum it was appropriate to see a lot of panels staffed with the CEO's and senior executives of technology and data firms.
Here are the top 10 things I took away.
- The industry is not as advanced or as rock solid as the sales rhetoric suggests. Expectations (and investment) suggest that several of the challenges will be addressed.
- The worlds of "brand advertising" and "direct response" are merging as longer term goals align with short term tactics.
- Buying audiences (and creating them) has replaced buying sites where audiences may congregate.
- Programmatic and RTB (real time bidding) is moving up the inventory ladder from secondary, remnant levels to premium as publishers get comfortable and see appropriate CPMs. The display media buying process is filled with inefficiencies and the technology platforms are eying that world.
- Leveraging cross-channel data in real time is not yet a reality, but a lot of attention is being spent their in order to improve the consumer experience. This puts the 'omni-channel data warehouse in cold storage' because it doesn't fit the consumer model of respond now, not next week.
- Attribution is 'directionally correct at an aggregated level' - and this from a guy who should know: the VP, Display at Google. There is no certainty in any of this data – at best we can improve our confidence and that sounds like a service offering from the marketing service providers.
- Marketing would pay for a single anonymous identifier that deals with device, browser, OS, carrier, DSP/SSP, email and offline. Device ID and IP remain suspect, but they're the best we have at the moment.
- "Intent signals" the art of separating out what's actually important from a business point of view. The context of location (mobile) is interesting as services with 700 million devices come on stream.
- The money (VC and and advisers) sees opportunities and carnage on the horizon. Platform proliferation and channel fragmentation is creating unsustainable market for this MANY companies.
- The idea of a 'media plan for one' that is then rolled up into a buy was repeated a couple of times; SVP at dunnhumby made the best case for this.