On May 30th, LiveRamp hosted RampUp 2013. Hundreds of marketers and ad tech leaders came together to discuss the convergence of offline and online data. Throughout June, we are posting videos of RampUp sessions.
Today, watch Saar Gur of Charles River Venture Partners moderate as Tom Bedecarre of AKQA, Kurt Unkel of VivaKi, Adam Lavelle of Core Audience, and Arjun Dev Arora of ReTargeter discuss the roles of agencies and ad tech companies.
A few key points from the panel:
- When asked if there are specific technologies that agencies should own, Lavelle strongly agreed and stressed the importance of agencies having a data-related value proposition, such as “management of data and building intelligence.” A granular and response-oriented agency needs to use data to “build scalable, knowledgeable, repeatable” intelligence around audiences.
- Unkel added that there are also technologies that agencies shouldn’t own. When there are widely essential infrastructure technologies “that have great scale,” drive their own transactions, “we’re going to rely on the best partners” in the space.
- Arora mentioned that the ideal agency/ad tech relationship has a few key requirements. Agencies need to give ad tech companies “absolute, trusted” partnership. In return ad tech companies find success by “helping the agencies look great to their clients” with innovative technologies and solutions. A strong service layer is very important for ad tech companies.
- Responding to Gur on how an ad tech CEO can properly “go to market with an agency,” Bedecarre shared that agencies “love success stories,” and AKQA has an open door for presentations. He also warned that ad tech shouldn’t get so “enamored” with their own technology that they forget how they fit into the whole “360 world of marketing products today.”
Visit Monday for our last session recap on Data Onboarding with LiveRamp’s Dan Scudder.