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.
Watch Christian Oestlien of Google moderate a panel on programmatic buying with Tim Cadogan of OpenX, Jeff Green of The Trade Desk, George John of RocketFuel, and Joe Zawadzki of MediaMath:
A few key points from the panel:
- A hot topic for all panelists was the human element of programmatic buying. Jeff Green said that the role of the human is to “get through the noise to find the signal.” Transparency into the “black box,” as Green called it, is critical. Keeping marketers informed so they can have control over ad spend, metrics, and outcomes is necessary for the success of programmatic buying.
- “Always be testing,” said George John. Given the ease of testing in the digital world, the panelists encouraged marketers to define desired outcomes, allocate spend to run a test, and see how the test results measured up against the desired outcomes. Creating “comfort in the buyers,” said John, is key as more and more dollars pour into programmatic.
- Tim Cadogan stressed that media buyers must “know what you’re buying.” Inventory quality and brand safety are the two biggest issues with programmatic. Media buyers need to be aware and actively monitor their own publisher networks, and marketers must be vigilant in defining whitelists, blacklists, and filters to protect their brand.
- Zawadzki talked about how programmatic buying is bridging the gap between direct marketers and brand marketers. While the split may be artificial to begin with, the panel discussed how advertisers are beginning to shift and think beyond the click to specific goals that can be measured both offline and online.
Check back tomorrow for a video and recap on Attribution Online & Offline.