A View on Programmatic: 2018 US Series Kickoff

Blog | 16 Apr, 2018

This past week, Jellyfish and Google hosted the fourth A View on Programmatic summit at Google’s Chelsea Market office in New York City. Although the event series kicked off last year, this was the first time attending for the contributors to this blog.

By Kiley Mellor, Meryll Newman, & Alex Kukich

It would have been easy to walk into the day-long summit thinking we knew exactly what to expect given that our team works very closely with many of the 100 clients, prospects, and partners who attended. Easy...but wrong. Through seven sessions led by thought-leaders from across the industry, A View on Programmatic delivered a hefty number of insights and a healthy dose of fresh perspective.

Here are our personal highlights:

Kiley Mellor, Senior DoubleClick Account Manager

 

I loved the in-house vs. agency comparison led by Joust’s Chris Kane. It was refreshing to hear a completely objective perspective on such an evergreen topic. Jellyfish is unique in that we’re an agency with a separate tech solutions group, which means we’re equally supportive of in-house and full-service business models. Even so, I sometimes catch myself needing to take a step back to assess how advertisers who size up both options see things. 

I thought the bull vs. bear analogy that Chris used to represent agency vs. in-house strategies, respectively, was extremely relevant for all players in the business. There’s no “right” choice across the board; it depends on your business objectives, what resources are available to your organization, and what types of risk you’re willing to accept.

Bottom line: It’s imperative to know what your options are when thinking about your digital media strategy. I think transparency and knowledge are key to selecting the right partners to assist with your buying.

Meryll Newman, Business Development Manager

 

What struck me the most about the summit was that the content was not only super informative, but it was also delivered in a way that was easily digestible. Everyone in the room, regardless of their programmatic background, could walk away feeling educated and inspired. A View on Programmatic opened my eyes to how much I assume my prospective clients know about how to measure the success of their digital campaigns, as well as the power DoubleClick offers.

The in-house vs. agency session sparked a lot of good conversations with my prospective clients. Chris touched on a lot of the challenges and thought processes that are happening with internal stakeholders at virtually every organization with an advertising budget. I also think it was a very timely presentation given that the in-house vs. agency debate is such a hot topic in our industry right now.

Quite a few of my prospective clients are heavy TV advertisers. Those attendees found Aden Zaman from Samba TV’s session particularly exciting. The integrations and functionalities presented provided some good ideas around how to overlap existing display efforts with TV.

Alex Kukich, Senior Director, Jellyfish Dynamix

 

As the head of our Dynamix sales team, I found Dan Taylor’s attribution talk extremely relevant. His background of starting out in a sales role and then moving into product was especially interesting.

The session hammered home a simple but essential principle that can be easy to lose sight of: in order for a product to be great, it must fill specific needs, drive meaningful adoption, and ultimately support your bottom line. In order for this to happen, the different channels and functions across an organization must operate cohesively. Breaking down silos is key to unleashing the value of the technology you've invested in. Teams who broadly share insights work together to improve each touchpoint on the customer journey, and in turn deliver more relevant, engaging experiences.

Dan also highlighted a common—and potentially catastrophic—misconception in our industry, which is the idea that buying powerful tech automatically leads to success. Sign a contract, pull a few levers in platform, and boom, the returns pour in. Wrong. Investing in your tech is only half the battle. Like anything else, successful adoption requires thoughtful rollout.

Data and attribution are powerful tools that can help advertisers create meaningful connections with their audiences, but only if leveraged properly and with the right tools. It’s imperative that marketers master the tech they adopt today in order to understand how it will evolve tomorrow.

Here is a complete list of the sessions at A View on Programmatic:

  • The Single View: What is That?

Dan Taylor, Managing Director, Global Display, Google

  • Does Data Lead You? Do You Lead Data?

John Black, Head of Digital Partnerships, Oracle

  • Identifying Challenges: Before applying Machine Learning to a Solution

Neil Hoyne, Head of Customer Analytics, Google

James Parker, Global Head of Data and Planning, Jellyfish

  • A Publisher’s View on Programmatic

Brandy Wellman, Senior Account Executive, Pandora

Tori Zoellner, Programmatic Sales Executive, Pandora

  • A Case Study: Exploring Dynamic Creative and Sequential Messaging

Mario Schiappacasse, Head of Display, Jellyfish

  • The Impact TV Data has on Programmatic & Cross-Platform Measurement

Aden Zaman, SVP of Strategy and Business Development, Samba TV

  • In-House: What's the Trade-off for Marketers?

Chris Kane, Founder, Jounce

Presentations can be found here

Interested in attending our next summit? We’ll be holding a number of events across the US this year. Keep your eyes peeled for announcements in the near future.

 

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