Home AdExchanger Talks Podcast: Adam Heimlich On The Next Horizon

Podcast: Adam Heimlich On The Next Horizon


Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here.

The world’s largest independent media agency didn’t have a dedicated programmatic capability until 2013. Historically a big TV buyer, Horizon Media decided to build its own “desk” in a way that would distinguish it from holding companies: by focusing on transparent pricing of media and data.

It hired former Publicis digital executive Adam Heimlich as SVP of HX, which now employs about 30.

“We’ll go as deep as the client wants to on how much this costs, how this data company collects this data, how much we’re making and why,” Heimlich says in the latest episode of AdExchanger Talks.

Heimlich provides sharp observations on the smart and wasteful ways to buy media in 2017, ranging over themes that might seem dry coming from a less nimble thinker:  controlled lift tests, the convergence of performance and branding mindsets, the rise of standards and common in-housing errors. (Many of these conversation points draw from his recent column, “How To Avoid Wasting Your Entire Digital Budget,” which makes good supplemental reading for this episode.)

On the theme of programmatic in-housing, he says, “I’ve observed clients try this with search. They’ve had a lot of trouble. Programmatic isn’t incrementally harder than search; it’s exponentially more complicated. Most people that try this aren’t going to succeed.”

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.