Why programmatic is growing? — Vitaly Pecherskiy // StackAdapt
- Part 1 Why programmatic is growing? — Vitaly Pecherskiy // StackAdapt
- Part 2Contextual targeting’s next level — Vitaly Pecherskiy // StackAdapt
Show Notes
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02:46The evolution of programmatic advertisingProgrammatic advertising has become the standard way of buying and selling media, and is now considered table stakes in the industry. Major trends include contextual advertising, the evolution of connected TV, and in-game, streaming, and audio advertising.
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04:53The shift from traditional to digital advertisingConnected TV advertising grew by 30% during the pandemic while traditional TV contracted by 15%. This reflects the value of digital and programmatic advertising, which offers benefits such as measurability, ease of use, and accurate ad impact across channels.
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06:34Changes in programmatic advertising measurabilityProgrammatic advertising's measurability has changed due to privacy regulations and technology platform shifts. Despite this, various attribution methods still exist, ranging from pixel tracking to more advanced strategies like running incrementality tests.
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07:27How to maximize the results of programmatic advertisingThe success of programmatic advertising depends on understanding your ideal customer profile and the buyer journey. While automated tools exist to understand the audience and optimize media, marketers still need to do the necessary research to drive customers to the desired outcomes.
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09:37Making strategic investments in programmatic advertisingRunning media on a platform can be expensive and time-consuming when pursuing meaningful customer insights. To make media buying more efficient, run experiments through cheaper mediums like email to better understand who they are and what matters to them.
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11:21Creating your own DSP to buy media direct vs using a platform like StackAdaptThe value of building your own DSP is questionable as a third-party tool can be leveraged for that purpose. Instead, its more beneficial to leverage third-party interfaces and use API integrations for better data ingestion and workflow integration.
Quotes
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"When we launched the platform in 2014, many people thought that we were crazy to start building another ad tech platform. That's how crowded the market was." -Vitaly Pecherskiy, COO, StackAdapt
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"The programmatic advertising market has changed and consolidated in so many ways in the past nine years, and it's likely to continue changing rapidly." -Vitaly Pecherskiy, COO, StackAdapt
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"In the first year of the pandemic, connected TV advertising grew by more than 30%. And at the same time, traditional TV contracted by about 15%." -Vitaly Pecherskiy, COO, StackAdapt
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"Sending an email to your customers and having them contribute to your understanding of who they are and what matters to them, all of that will make buying media a lot more efficient." -Vitaly Pecherskiy, COO, StackAdapt
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"Investing in building a DSP is a poor use of resources for a brand because building web interface is expensive and perhaps unnecessary as you can easily leverage that using a third-party." -Vitaly Pecherskiy, COO, StackAdapt
- Part 1 Why programmatic is growing? — Vitaly Pecherskiy // StackAdapt
- Part 2Contextual targeting’s next level — Vitaly Pecherskiy // StackAdapt
Up Next:
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Part 1Why programmatic is growing? — Vitaly Pecherskiy // StackAdapt
Vitaly Pecherskiy, COO at StackAdapt, talks about why digital marketers should adopt programmatic advertising now. In today’s advertising landscape, programmatic advertising is the standard way in which media is bought and sold. However, programmatic technology is unable to automatically solve the problems of customer acquisition and still requires an understanding of your ideal customer profile and the buyer journey to maximize results. Today, Vitaly discusses why programmatic advertising is actually growing.
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Part 2Contextual targeting’s next level — Vitaly Pecherskiy // StackAdapt
Vitaly Pecherskiy, COO at StackAdapt, talks about why digital marketers should adopt programmatic advertising now. While third-party and user-level data have been the go-to for delivering results for marketers, contextual advertising is now emerging as a powerful alternative. By providing precision that is often difficult to achieve through third-party data, contextual advertising offers a valuable way to deliver results. Today, Vitaly discusses contextual targeting's next level.
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