In the fast-paced realm of digital advertising, embracing change and innovation is imperative for sustained growth and success. At the recent MAD//Fest festival, two key insights captured the attention of Media and Advertising professionals: the evolving landscape of programmatic advertising and the resurgence of contextual targeting. This article delves into the intriguing perspectives presented at the event and their transformative impact on the advertising and media industry.
Rethinking Programmatic Advertising
Initially designed to tackle challenges of scale and efficiency across the open internet, programmatic advertising has been a game-changer for the industry. However, Lisa Kalyuzhny, PubMatic’s RVP, Advertiser Solutions, EMEA, argues that the industry has been constrained by an overly simplistic, one-size-fits-all approach. To unlock its full potential, a re-evaluation of the supply chain and a shift in focus from traditionally segmented business models – (e.g. DSPs, DMPs) – to capabilities is necessary.
This shift can consist of moving away from the once homogenous role of walled gardens and regimented specific services of DSPs, SSPs etc… and using a more holistic view of what tech can offer us (e.g., audience targeting and matching may now be better applied on the Sell-Side than the conventional Demand-Side). This more flexible approach allows programmatic to accommodate a broader array of use cases, opening up new opportunities for differentiation, value creation, and alignment with the needs of publishers and advertisers, fostering a more sustainable ecosystem.
Contextual Advertising Returns with Real-World Success
Amidst the technological advancements and data-driven targeting, contextual advertising lost its prominence in the digital landscape. However, Paul Wright, Head of Uber Advertising UK&I, highlighted the significance of context and attention as key metrics for advertisers, especially in light of growing privacy concerns. Contextual advertising, which effectively targets ads without invading users’ privacy, provides brands with the means to understand consumers’ context and deliver relevant, engaging ads. The cookieless nature of this kind of solution futureproofs it against many other programmatic targeting options that will be severely hampered by the eventual arrival of Cookie Death.
Together with Paul, Ismael Sadiq (Digital Strategy Lead at the7stars) presented Uber’s successful contextual advertising work in our campaign for Ed Sheeran’s new album, “Subtract.” This case study exemplified the effectiveness of contextual targeting and its positive impact on brand-consumer interactions.
Impact on Advertising and Media
The evolution of programmatic advertising and the resurgence of contextual targeting are reshaping the advertising and media industry in multiple ways. Advertisers and marketers now have the freedom to explore a wider range of use cases directed by tech solutions to specific advertiser problems rather than an outdated understanding of the supply chain, allowing them to align advertising efforts with specific business objectives. Adopting a more flexible approach to programmatic technology empowers advertisers to create personalized, memorable experiences for their audiences. Simultaneously, the revival of contextual advertising ensures that ads are relevant, engaging, and respectful of users’ privacy, ultimately leading to improved brand-consumer interactions and a more positive user experience.
MAD//Fest underscores the perpetual transformation of the advertising and media landscape. Embracing customization and context in programmatic advertising enables brands to connect with their audiences more effectively and ethically. Real-world success stories, such as Uber’s campaign, demonstrate the power of contextual targeting in a soon-to-be cookieless world, culminating in resonant and impactful ad experiences. Embrace the opportunities presented by these new perspectives in programmatic advertising and contextual targeting to create meaningful and impactful ad experiences that deeply resonate with your audience.
