20 September 2018
In September 2018, we hosted a State of Ad Tech roundtable in New York City leading up to the annual Advertising Week gathering as part of our RTB House series of events around the globe. Moderated by Anthony Ha, senior editor at TechCrunch, the roundtable brought together marketing leaders from brands such as 33 Across, BeautyBlender, Google and Jumpshot to discuss hot topics and top-of-mind trends, new technology driving the industry forward and challenges that need solving. Other journalists from Adweek, Business Insider, ClickZ and MKTGinsight.com also participated in the open discussion with us.
There was a dynamic discussion about balancing data privacy and personalized advertising and the importance of maintaining free online services while delivering customized offers to consumers. Plus, the importance of designing advertising technology that balances both sides. TechCrunch’s Anthony Ha commented regarding personalized ad delivery: “At the end of the day, it’s important that data driving that targeting is stored in a safe way and not being disseminated to companies or people that are going to use it in a malicious way.”
The group discussed examples of customized offers that delight consumers, like the collaborative filtering in Amazon or Netflix to deliver content promotions. That type of personalization is viewed favorably as a service and an intelligent way of merchandising that helps people make informed decisions based on what they want to purchase or consume the most. It’s what we strive to deliver for customers: personalized ads delivered at the right moment with extremely relevant offers that drive interest, increased engagement and higher conversion rates.
Participants were equally passionate about the importance of AI in transforming advertising to make it more compelling and effective. We discussed some of the brands getting it right like jewelry retailer Alex & Ani, and the benefits of their opt-in marketing model which allows them to collect and analyze omni-channel intelligence across their users’ devices. With this additional knowledge they can provide better customer service both instore and online. That kind of privacy-friendly personalization is a high-value to the consumer and can help to build increased brand advocacy.
During the roundtable, we presented some RTB House innovations powered by our deep learning AI. These new products are intended to improve personalized retargeting. One of them was our new brand safety solution, a multi-layer brand safety firewall powered by natural language processing. This solution prevents ads from running next to inappropriate content or in unsafe environments such as phishing sites or spam sites.
We developed a video to highlight some of the show-stoppers from our State of Ad Tech roundtable below.