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 Tod Sacerdoti of BrightRoll moderate as Ben Legg of Adknowledge, Eliza Nevers of AOL Networks, and Lewis Rothkopf of Jumptap discuss the state of mobile and cross-device ad tech:
A few key points from the panel:
- Sacerdoti set the tone early on by referencing his weariness of mobile and cross-device as one of the areas in ad tech “with a lot of noise and high amount of positioning.” This panel would try to “suss that out as much as possible.”
- Legg mentioned that mobile feels like the wild west that display advertising was a few years ago. “There aren’t many hard and fast rules about pricing, quality, identification, etc.”
- In response to Rothkopf’s emphasis on “mobile-first,” Nevers emphasized that it isn’t mobile-first or desktop-first. “It’s cross.” Cross-device problem solving needs to scale up and marketers need to be educated about its potential.
- Rothkopf mentioned that even if first party platforms like Facebook can track experiences across devices, it is important to recognize content and context. “If someone is on a Facebook page whether it’s on mobile or PC,” the mindset differs from when that same user is “doing something entirely different on Expedia.”
Visit us tomorrow for our video on Social Media as a Marketing Channel.