CANNES — It’s a given that the massive change in consumer habits and their interaction with new devices is causing great ripples in the ad business too. The byproduct of that change is the widespread creation of new technologies, says Euan Jarvie, Executive Director at Carat Global, in an interview with Beet.TV.
“All of this change is precipitating discussions around the tech platforms, what is good, what is great, is there one solution or multiple solutions, so that is culminating in a massive plethora of new business pitches,” he tells us.
Another key area of change in the media business lies in programmatic buying models. But programmatic often gets attention for the wrong reason — because of cost. “Programmatic is about understanding data and automaton at its highest level. The world is becoming more digitized and there will be a high degree of programmatic, and unless you embrace it you’ll be left behind,” he says. What’s more, the better marketers understand consumers the better they can connect with them to make brands more relevant, and programmatic drives that opportunity.
This video is part of a series produced from the TubeMogul Cannes rooftop event. Please find additional videos from the series here.