Right from the start of 2014, there is a never ending debate around RTB & Programmatic ruling the digital charts, and in all probability the advertising baton would be passed on from the conventional Ad Networks to Ad Exchanges & DSPs. A lot of analysts are calling it a victory for the advertiser who (till recently) was shooting in the dark & a large portion of his dollars were going into the black hole.
No doubt, even the research figures are also skewed in the same direction, according to e-marketer latest report, by the end of 2017, RTB & Programmatic would jointly become $7-8 Billion market which would be 30% of the overall display market in the US. This is a clear sign that conventional networks have their task cut out.
The very idea of being in control of what you buy & the transparency of what you pay for is a great motivation factor for any advertiser to pump in more marketing dollars. Till recently, the client had no visibility of where their precious dollars are being spent. All they were getting was bland click thru reports at the end of the month which was far away from the actual business transaction. The ad networks were not even remotely connected to the brand’s business objective.
Agency trading desks have already started to add fuel to this fire by either partnering with the leading exchanges & DSPs or creating their own private RTB-cum-Programmatic marketplace to consolidate the digital buy for all their clients. According to a report by Adage, almost 15% of the brands are already working directly with leading DSPs & another 45% in the process of building their direct relationship with a DSP partner in the near future.
Media buyers are suddenly sitting in the driver’s seat where tools available to them are becoming increasingly sophisticated that covers deep analysis around user behavioral, demographic & psycho-graphic data. The DMPs have added more arsenal to the DSP’s bucket by providing them multi-layered audience data points. The planner who was once busy crunching tons of excel data for his client is now having a last laugh. He can virtually run all his brand campaigns sitting inside his cubicle over a cup of hot Starbucks latte. This can also cut down huge resource costs for the media companies as single person would be able to manage entire digital account from his system.
But like they say, nothing comes for free, somebody has to pay the price for this, and it looks like that for now conventional ad networks will be in the line of fire from all corners due to lack of transparency in their DNA.
Technology, as we know, has changed its complexion drastically in the last decade. So much so that, the very fundamentals of our collective evolution seems to be dependent on it. Over the years, technology has redefined the way our civilisation behave with its infinite possibilities. Sarcastically speaking, we no longer live on the planet earth, we live in the cloud. A cloud which is constantly moving & has made our existence ever so fluidic that nothing comes to us as a surprise.
The cloud is everywhere, from the time you wake up in your bed, on your way to office, in your workplace, at your favourite hangout, everything seems to be drawing its energy from within this cloud.
Managing operations of an international digital media company taught me about the power of cloud in more ways than one. By virtue of being omnipresent, cloud has made human communication and collaboration happen like it was never done before. Its possibilities have opened up my imagination to challenge the status quo every day.
Thanks to the cloud, today I am am able to change multi geography, inter and intra team processes for saving and squeezing out that last ounce of time from my team’s daily work stream.
Like it or not, work automation in the cloud is need of the hour for all the businesses which are operating in digital landscape. What Industrial revolution did in the 20th century, is what cloud doing now, i.e. redefining the way we manage large volume of our resources, both tangible and intangible.
Cloud applications are a blessing for any modern day digital manager, for its vastness that allows them to push the envelope everytime for their organisation and clients.