Transacting advertising through real-time bidding and other automated methods is gaining ground with publishers and advertisers alike, but questions remain about how to leverage the technology as it continues to change.
The Interactive Advertising Bureau (IAB) gathered executives from Google, CatalystDesk at Condé Nast, and Varick Media Management to hash out these issues with moderator Carl Kalapesi, director of industry initiatives at the IAB.
Alanna Gombert, GM of Conde Nast’s CatalystDesk, said a big challenge is simply agreeing on how to describe programmatic technology and services. “There’s a lot of confusion about this space and we still need to find a common lexicon between buyers, sellers, ad tech platforms and data platforms to make a cohesive environment,” she said.
Paul Rostkowski, president of the trading desk Varick Media Management, agreed. “A lot of the technology that’s out there is very similar,” Rostkowski said, “which creates a lot of noise, so we have to be good at helping our clients understand what’s real.”
Bonita Stewart, VP partner of business solutions for the Americas at Google, added that CMOs in particular, need more education on programmatic marketplaces. “The back room is moving into the front room and these conversations are entering the CMO’s world,” Stewart commented. “There has to be an education process with CMOs about things like the differences between a private marketplace versus an open auction. As an industry we have to make sure that we’re driving consistency in the language and not creating more confusion.” (more…)