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 Phillip Stegner of J.P. Morgan moderate as Andy Atherton of AppNexus, Cyrus Beagley of Time Inc., Rajeev Goel of PubMatic, and David Payne of Gannet discuss how to better monetize publisher data and ad inventory.
A few key points from the panel:
- In response to Stegner’s question about what publishers are looking for, Goel shared that many publishers seek a “unification” of sales channels and consumption channels. They want to combine what they are selling on a direct basis along with what they sell on a programmatic basis.
- Atherton expressed his excitement about programmatic direct sales, where the transaction process “hasn’t changed in fifteen years.” Solving the “direct sales operational efficiency” problem will be a great opportunity.
- Beagley shared Atherton’s excitement and agreed that there is already a big opportunity in the area.”We’re starting to get requests now” because execution in direct sales is full of pipeline inefficiency. “Clients recognize that, agencies recognize that, and publishers recognize that.”
- Towards the end, Payne reminded the panel that his concern in watching where the money is going is that it’s “dumbing down the creative aspect.” Perhaps we are rushing in one direction while missing the opportunity to “change the ad experience.”
Visit again tomorrow for our video discussing 1st Party Data.