This is it. This is the next generation of activation. This is the programmatic enablement of the entire ecosystem. This is the point where AI models will stop being subjugated to only one side or the other (buy/sell) and finally allowed to make decisions and optimizations across entire campaigns, all channels, all inventory options, and all aspects of performance. That means quality, performance, and enhanced experiences for everyone. It won't just be about bid optimizations or reach and/or frequency or sell-side inventory packages and private deals. It won't just be about guessing and making numbers align on your measurement report. We’ve finally arrived. Systems will be able to access audience data and marry those insights against premium inventory performance on an ongoing basis. That is massive. Side note: Years ago while completely re-envisioning our ad platforms at Aol/Oath/Verizon I used to talk about (really dream about) building what I called "the 6 field" buy. What I ended up pitching was a world where a buyer could log in and execute an entire omnichannel campaign by entering 6 fields on a form... I.e. "I am working on behalf of [insert brand name here] creating a campaign aimed at [insert campaign goal i.e. driving brand awareness] across [insert demo/geo/etc. targets] running from/to [date ranges] using these types of creatives [video, banners, etc.] and have [$XXX] to spend." That's it. The system does the rest. You get a full omnichannel plan with a few sliders to adjust spend/allocations/yield etc. Make few nudges to get the curves the way you (or the client) like, and that's it. Push the 'buy' button and go get a coffee. Putting publishers squarely in the mix and enabling this level of transparency, connectivity, and intelligence means the tech and PoC's are finally in the places they need to be. We weren’t ready back when, but we are now. This is the future the industry deserves - or at least the first steps. Super exciting - #openweb #transparency #adtech #programmatic #programmaticadvertising #ai #thetradedesk #kokai
SCOOP: The Trade Desk has been letting buyers test SP500+, a new product which lets buyers target accross around 500 top publishers. The idea is to put publishers, and media quality, at the center of the media buying process, when it’s long been mostly focused on audiences & data. The product is currently in beta and there is not yet a timeline for general availability. https://lnkd.in/eXzaS-53
