LONDON — The rise of advanced data-driven and otherwise “programmatic” online advertising sales processes is challenging traditional ad networks to step up and defend their place in the future, a Beet.TV panel of industry execs agrees.
“For the development of video as a legitimate channel, they were a necessity,” Videology’s global TV strategy head Rhys McLachlan says.
“They still have a valid role to play, but that role has to have a value-add now. The aggregation of content and URLs to be a pure vehicle to drive advertising impressions is not sufficient.”
Nicolas Bidon, UK MD of GroupM’s Xaxis data unit, says networks need to accentuate strengths with either inventory or data: “Just doing aggregation is not enough. They need to add value. If you can have one of these two at scale … people like us on the buy side are potentially interested in working with you.”
And sports video firm Perform Group’s UK sales MD Jamie Wilson agrees: “Working with a dozen ad networks is not efficient – it won’t happen in future. They have a future. The good ones that will see the test of time are the ones that have the best data and the best publishers.”