What's the buzz around the office this week? Wall Street wants programmatic simplified, the issue with advertisers and scale; and 33Across CEO offers his take on digital advertising during this years election s.1. Wall Street's message to ad tech: Got growth?
Learning from ad tech IPOs a few years ago, investors are now demanding measured growth from companies looking to go public. Missed quarterly expectations from companies such as Criteo have taught investors to be more cautious. Nonetheless, the revenue opportunities for ad tech appear to be plentiful. MediaPost advises that factors including transparency and accountability give investors more confidence as they navigate ad tech’s complex ecosystem.
Scale. What was once a a word for a measurement device and fish is now the driving force of digital advertising. But is this always a good thing? Advertiser’s demand for scale is causing an imbalance within the ad tech industry. Scale has the potential to reduce the value of smaller audience segments, it also fuels the use of bots and traffic traffic drivers. AdExchanger suggests that advertisers measure cross-device and even reduce scale in order to target audiences more effectively.
Borrowing spin tactics from the 1988 race between George Bush and Michael Dukakis, both Hillary Clinton and Donald Trump now have digital media to accelerate their strategies. With the immediate reach candidates now have, their responsibility is even greater. Our CEO Eric Wheeler discusses in MediaPost how digital and social advertising has for ever changed the political advertising process as we know it.