Home Marketer's Note The Cure For Digital Marketing Chaos: Good Information

The Cure For Digital Marketing Chaos: Good Information


laurakouletMarketer’s Note” is a regular column informing marketers about the rapidly evolving, digital marketing technology ecosystem.

This week it is written by Laura Koulet, Analyst, AdExchanger Research.

Being a product manager taught me that building good product is complicated; one reason is that you have to evaluate not only where the industry is today, but where it will be, and then set the vision for tomorrow.

This is a special challenge in the programmatic space, where the lines between channels and technologies are increasingly blurred, and the breakneck speed of innovation can be dizzying. Companies that were once SSPs now have DSPs; DMPs now have full creative management suites; DSPs are DMPs. The list goes on.

So imagine my delight, as a recent hire of DataXu, to walk into one of AdExchanger’s events to discover a wealth of information on this very topic. This was the pot of information gold at the end of a long and winding rainbow that has disoriented many a marketer seeking answers to seemingly direct questions: What do I need? Why do I need it? When? And in what format and scale?

I couldn’t help but think: How cool is it to be an industry analyst in this space, and to have a well-lit, 10,000-foot view into this new and vibrant ecosystem?

Fast-forward to Tuesday, when I formally joined AdExchanger Research. I am thrilled to be part of this team – not only to serve my own curiosity and observe innovation by companies both known and unknown, but more importantly, to become a resource for the community of marketers, agencies and technology vendors that need to understand this sector.

To take a macro view of how I see the digital marketing space today is to say that I strongly believe that we, as an industry, power the free Internet. Programmatic advertising is the economic heartbeat of scale that gives us all access to such diverse content anytime we want it, on any device, anywhere in the world, without having to manage a multitude of paid subscriptions.

Our ecosystem is exciting because of the incredible real-time technology and the myriad of both scrappy and established players that are attempting to hang their hat in the space. But clean and simple it is not.

So without further commentary, this is why I joined AdExchanger Research: to support our nascent industry with the best information possible. I hope to sift through the noise and confusion to provide some insights that are truly actionable. Everyone plays a critical role in pushing our ecosystem forward, and I look forward to contributing as much as I can to the industry’s collective knowledge to do just that.

You will hear from me on a variety of topics, but two areas of particular interest are the convergence of video and TV, and privacy, a decidedly less sexy but nonetheless critically important topic for marketers to understand.


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Please feel free to send me a note at [email protected] or introduce yourself when you see me out and about!

Follow Laura Koulet (@LauraKoulet) and AdExchanger Research (@AdExchangerRsch) on Twitter. 

Must Read

Comic: An ID Bridge Too Far?

Programmatic Companies Wrestle With ID Bridging And What Counts As Fraud

In January, the Chrome browser removed third-party cookies for 1% of users, to facilitate testing of the Privacy Sandbox –  and a new controversy was born.

It’s Open Season On SaaS As Brands Confront Their Own Subscription Fatigue

For CFOs and CEOs, we’ve entered a kind of open hunting season on martech SaaS.

Brian Lesser Is The New Global CEO Of GroupM

If you were wondering whether Brian Lesser was planning to take some time off after handing the CEO reins of InfoSum to Lauren Wetzel last week – here’s your answer.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: S.P. O'Middleman's

TripleLift CEO Dave Clark Abruptly Exits After Setting The SSP On A New Trajectory

Dave Clark, who’s led TripleLift for the past two years, is stepping down, effective immediately, and is being replaced by a coterie of TripleLifters.

shopping cart

Moloco Invests In Its Competitor Topsort As The Retail Media Stakes Go Up

Topsort can lean into Moloco’s algorithmic personalization, while Moloco benefits from Topsort’s footprint with local retailers in the US and in Latin America.

CDP BlueConic Acquires First-Party Data Collection Startup Jebbit

On Wednesday, customer data platform BlueConic bought Jebbit, which creates quizzes, surveys and other interactive online plugs for collecting data from customers.