3 Takeaways From The Digiday Media Buying Summit
Decide attended the Digiday Media Buying Summit in Palm Springs gathering for a three-day conference. Leaders in Adtech shared growing trends in the industry and how brands can find the best ways to get optimal performance from their media buying spend. High-profile agencies and brands alike gathered to discuss key topics impacting the marketplace. Here are 3 big takeaways we came home thinking about:
Transparency
AI algorithms in the media-buying space are ubiquitous and sometimes difficult for clients to differentiate. Transparency on the function and operation of these algorithms can present an opportunity for platforms to offer a window into what is traditionally a “black box.” This transparency not only helps increase understanding of — and comfort levels around — the algorithm, but can also set a platform apart from competitors. Offering transparency can help build the client’s insight into the unique advantages of an algorithm and ultimately build a trust that’s best for all parties.
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Holistic Media Buying
Of course, measuring advertising performance was a major topic of discussion at the summit. Direct tracking and conversion metrics on a given campaign continue to be an emphasis in the industry, and an area in which Decide excels. But it’s certainly not the only way advertisers may measure the value of what they spend in media buying dollars. Search performance is a valuable secondary metric that can also be attributed to platform spend. If the direct stats aren’t great, but search performance spikes, that bump can still be partially attributed to users seeing ads via the first platform. Oftentimes, people will come back to a product which has spiked their curiosity via the easiest route they know: using a search engine. Similar discussions were held at the Digiday Publishers summit in Miami. At that event, there was buzz of publishers slowly shifting away from social-forward strategy, and betting big on search as a source for driving traffic and barometric forecasting.?
Anticipating Rough Terrain?
As the industry — like so many others —?braces for and navigates recession, one thing is clear: flash and buzz words don’t cut it. The results have to be there. The technology must keep up with the evolving demands of measured media. Real-time data and automatic decisions are the only path forward. Any company that is prepared for these challenges will come out of this recession as a leader in the industry.
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