What does IPG’s mobile and technology agency want from the future of digital advertising? A focus on experience over statistics.

That’s what Travis Johnson, Ansible‘s global president, is hoping to find when he visits DMEXCO, the big advertising technology conference in Germany, next month.

I hope that we move away from pure statistics and numbers and tools and technologies, and we talk more about the human experience and user experience.

“Technology for technologies’ sake doesn’t actually achieve everything,” he tells Beet.TV in this video interview. “It’s not just about what an ad server says, it’s about how people are engaging with advertising … how they’re feeling better about brands.

“I’d like to see DMEXCO move from pure numbers in an ad server, the capabilities of a DSP, how many bids it can look at on a per-second basis… all of these mathematical equations … to how people are engaging with advertising.”

Ansible was formed in 2007, acquired the UK’s Mubaloo early this year and just rolled out in India. It is the division that makes mobile experiences for IPG brands.

But Johnson says his firm operates an “open-architecture” approach to development, not just confining brands to use the tools operated by their agency alone.

Johnson stresses the need to focus on outcomes. “Something like virtual reality … may get you a quick PR headline, but what’s it actually achieving? Is it making the consumer happy, is it getting you the right numbers for the client?”

This video is part of “The Road to DMEXCO ’16,” a lead-up series with key influencers on the topics and trends to be addressed at DMEXCO.  This series is presented by YuMe.  Please visit this page for additional segments.