Omnicom agencies – both its media traders and its creative firms – use Annalect when they need data-driven expertise for their clients’ campaigns.
As such, Annalect has a wealth of data scientists and technologists, 250 relationships with third-party data sources and a host of technologies including the Neustar-Aggregate Knowledge DMP. Annalect also houses the trading desk Accuen as well as search and social agency Resolution Media.
But the data world is transforming, and Annalect – in order to transform with it – is in the midst of integrating its disparate tools so it can adapt to changing client needs at scale.
“We’re going more toward a platform solution,” said Annalect’s new CTO, Charles Butler, who started in late September.
Butler knows something about navigating ad stacks. He previously served as VP of technology operations at AOL Platforms and has a specific vision for Annalect’s technologies: “We’ll cut out lots of unnecessary point tools and simplify around our combination of limited commercial tools and proprietary solutions.”
Streamlining will drive Annalect’s ability to adapt to client needs at “mammoth scale." It's a necessary adjustment so it can harness rich new data sources from clients.
"The opportunities are huge … [because of] all the data that can be in play. The CRM data is the golden nugget right now," Butler explained. “When you look at the available sets of data that can come from the client, as well as what’s available in the third-party marketplace, creating an infrastructure … and a repeatable practice that’s understandable and efficient for the client is a big deal.”
He spoke with AdExchanger.