SAN JUAN, Puerto Rico – Newer technologies often come with a dizzying array of buzzwords, technical jargon and flashy bells and whistles. As advertisers seek help in evaluating martech and adtech platforms, they need to be mindful that the technology delivers on its promises.
“A lot of times when you hire the consulting firms, they talk about technology, and they build you sometimes a data lake, sometimes a platform, but they don’t know how to use it,” Mike Bregman, chief data officer at Havas Media Group, said in this interview with Scott Schiller at the Beet Retreat San Juan. “What excites me about the media agencies is we put it to work. We actually figure out what good looks like.”
With consumers dividing their time among more media channels and viewing devices, advertisers are being challenged to identify the best ways to reach target audiences and engage them. To do that, marketers are often tasked with evaluating a variety of technology vendors.
“There’s confusion about what these systems are. I would also argue that clients are overspending on a lot of these platforms,” Bregman said. “They can make more rational decisions finding simpler tests, simpler solutions.”
‘Partner and Build’ Mentality
Havas’s approach to helping advertisers determine the best ways to adopt newer technologies is to have a more independent view of what works. Those technologies can include identity resolution, advertising attribution and measurement methods to set the value of ad transactions.
“We believe that we should partner with our clients to build technology together,” Bregman said. “It’s a ‘partner and build’ mentality — partnership in terms of bringing different ecosystem vendors to the table….It’s not a one-size-fits-all. It depends on the problems they’re trying to solve.”
Optimizing Campaigns After the Upfronts
Advertisers and media companies have more ways to measure audiences, despite lacking an accredited source of TV ratings during this year’s upfront sales season. Bregman said brands can buy premium advertising inventory at the upfronts, but also have the flexibility to improve the efficacy of their campaigns throughout the year.
“You can actually buy inventory in the upfront; you can optimize later on,” he said. “The technology that exists for a lot of the networks now allows you to optimize within that inventory pool or even across different networks. So, it’s a really rich landscape.”
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