The advertising these days is fond of talking about the perils of “walled gardens”, the publisher platforms which don’t allow the transport of data beyond their own confines.
But Erica Schmidt is more interested in “open parks”.
In this video interview with Beet.TV, the global CEO of IPG Mediabrand’s unit Cadreon says “identity graph” technology is helping to give ad buyers a sense of a consumer’s holistic identity, displayed across those platforms.
But she also wants open-web publishers to play a stronger part.
For her part, Cadreon is changing its attitude on a core part of ad-tech that emerged over the last few years.
“We just celebrated our 10 year anniversary of Cadreon,” Schmidt says. “We started as a small unit out of San Francisco focusing on one piece of business, and now we’ve grown into a big mature operation with over a thousand employees globally.
One provocative thing that I will say that we’re focusing on is not using the word ‘programmatic’ anymore, because the vernacular has never been quite emblematic or respectful of everything that we can be doing.
“We think that there’s a much bigger future in addressability as well as omnichannel optimization. So, that’s where we’re focusing today.”
This video is from a Beet.TV series “Unlocking People-Based Marketing on the Open Web presented by OpenX.” Please find more videos from the series on this page.
