Earlier this week I was lucky enough to attend and speak at Digiday’s inaugural European event, the Digital Publisher Forum. The event was a valuable snapshot of the state of the European online ad market in the summer of 2014. Lots of consistent messaging: Native; Programmatic; Mobile; Eroding Publisher Power; ‘Tech Tax’ and other topics that are on everyone’s lips at the moment.
The team was kind enough to prepare a tidy summary of the key themes and takeaways.
I presented on the state and future of Programmatic Trading, with an eye toward risks and opportunities for publishers. One stat I cited was the lack of understanding from CMOs about this type of advertising planning and delivery:
Just 23 percent of CMOs understand programmatic advertising enough to use it in campaigns, according to a Wall Street Journal report. Still, Audra Martin, vp of advertising at the Economist Group, gave a compelling case study. When deployed well, programmatic can allow for premium efficiency at scale.