SEVILLE — The ad-tech world has got pretty good at finding the right audiences and executing the right media buys at the right time.

But what’s left on the table? Mobile, measurement and that little matter of creativity, says one exec working at the numbers end of an ad data company.

“There’s a surge in people moving on to mobile devices. From a measurement perspective, we’re still paying catch-up,” Xaxis EMEA analytics VP Paul Martin says in this video interview with Beet.TV.

“Twenty years ago, there was one radio and one TV in the household. (With) a couple of panels, you could get all the insight you wanted. Now there’s so many devices. There’s still more work to be done.”

Xaxis, the data-driven ad targeting division of WPP’s GroupM, just replaced Nicolas Bidon with Harry Harcus as UK MD, and debuted a programmatic platform for buying native ads together with Plista – something considered a key move for an ad format many have worried is not scaleable

Martin says programmatic – which, if you like, is the science of ad processing – needs to get more creative.

“People feel there’s still a gap in the creative space, trying to join up the creative with the media world, that’s untapped,” he says, adding Xaxis intends “working more closely with the creative guys of the world”.

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis.  Please visit this page for more videos from Seville. 

I-com Global Forum, Seville 2016, presented by XaxisTagged , , , ,