A recurring theme during New York’s Advertising Week last month was real-time, data-driven media buying, made possible through emerging technologies such as ad exchanges and demand-side platforms (DSPs.)
During a keynote speech delivered to an audience of online marketing professionals at the IAB Mixx event, Google executives said real-time transactions on its DoubleClick Exchange more than tripled in the past year, and predicted that at least 50 percent of all targeted online display advertising will be bought through real-time platforms by 2015.
However while these technologies afford advertisers greater targeting and media efficiencies, executives from companies selling data to inform such ad buys suggest agencies must invest more heavily in staff dedicated to the practice to help drive it forward.
During advertising week’s “Data Congress” event, numerous panelists and speakers from online ad data firms suggested a lack of agency understanding and resources could be hampering the growth of the practice. “Hire more math majors,” said Mark Zagorski, chief revenue officer for data provider Exelate, when asked how agencies can prepare for the shift towards data-driven media buying. “Agencies need to understand the science behind it, not just the art,” he said.
Continues at: Agencies Tool Up for Data-Driven Media Buying | ClickZ.
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