MIAMI — That Lumascape is a pretty mess. In other words, customers like the new super-powers bestowed on them by ad-tech – but they are confused by a procession of vendors that all claim to do the same thing.
That’s why Dan Bruinsma is looking forward to the kind of consolidation heralded by the latest big ad-tech M&A deal.
Adobe is set to buy video ad platform TubeMogul in a deal valuing the latter at $540m, plugging it in to its burgeoning suite of marketing tools.
And Bruinsma, chief investment officer of GroupeConnect, the Publicis unit dedicated to the agency’s Bank Of America account, thinks that’s a good thing.
“It’s encouraging,” he tells Beet.TV in this video interview. “The ad-tech space is pretty complicated, there’s a lot of players. It’s very difficult to find differentiation and to be able to understand what’s working and what’s not in a partnership.
“It’s a great opportunity for us specifically as we work on Bank Of America. (It) also aligns with partners we’re already working with – That particular alignment is great for us because TubeMogul is one of the DSP patterns that we work with and Adobe is a DMP partner that Bank is building right now.”
Ad-tech M&A advisor Terence Kawaja reckons “winter is coming” for an ad-tech vendor cluster that had previously enjoyed high volumes of investment but which on which Wall Street is becoming bearish.
“We have to have solutions that are more nimble and don’t create six-month ramp-up periods just getting used to working with a partner,” GroupeConnect’s Bruinsma adds. “That’s what I’m hoping comes out of that consolidation of DSPs and DMPs.”
This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.