Magnetic CEO Corey Ferengul recently sat down with Buzzfeed and Authority Magazine to talk about the shifting landscape of adtech, foreseen changes, and what companies can do to stay up-to-date. So, what does the future hold?
Simplicity: “We have to find ways to make the process easier” says Corey. “I see charts today that lay out all the vendors that an agency must work with on a given campaign and its crazy. There are direct publishers (some direct, some as a PMP via their DSP), an appropriate buying platform (usually multiple), audience providers, other targeting data providers (e.g., context), specialized creative providers, maybe some ad tech provider via an IO, then there are the litany of measurement providers that need to be part of it all (and I’m simplifying). How has it gotten this hard?”
Transparency: With the vast amount of data to make sense of, there is now so much hidden in the details. “How do we make it so all our customers have confidence that they know what they are paying for, who they are paying, and that the results are REAL and not being gamed by someone in the market?”
Evolution of the User Experience: The user experience needs to evolve. Ads on mobile deivces have caused more than enough headaches, with page jumps occuring as the ads load and frustrating lag times that interrupt the user experience.
All Ads in One Platform: Many in the industry are discussing applying a single audience across all media (TV, audio, digital, etc.) and Corey agrees that this may soon become a reality.
What can companies do to stay up-to-date? “We are doing work on ensuring our data science can understand the flow of data that is generated by header bidding, and that we can meet all of the varying privacy efforts. The biggest part of keeping up is being involved. Involved in industry groups, meeting with peers, and talking to others in the industry.”
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Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.