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MediaTrends

What You Need to Know Today to Take Your Marketing Into the Future

February 12, 2018 — by Amarita Bansal0

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This article originally appeared in Advertising Week 360 for AdWeek LATAM. 

Be sure to check out Erich Wasserman, Co-Founder & Head of Strategic Business Development at MediaMath, who will be speaking at #AWLATAM on Tuesday, 13 February in Mexico City. 

Programmatic has come a long way since its beginnings in 2007. Now that we’re more than 10 years in, data-driven marketing is transforming the way advertisers sell and buy media today. From what used to be considered ‘remnant’ inventory, programmatic now activates predictive audiences to power one-to-one conversations and closes the loop between measurement and optimization through powerful machine learning algorithms, in real-time. But despite our advancements in technology, our media ecosystem is still fragmented. Whether it’s a lack of integration across systems or services organized into siloes, we’re left with a patchwork of data and channels that are, collectively, a mess, 10 years later. In fact, 57 percent of marketers are stuck inside this patchwork and admit their marketing infrastructure is siloed by channel, not well-integrated or lacking entirely.

But here’s the good news…we can clean it up!

The size of the LATAM programmatic market is growing progressively – LATAM alone will have 68 percent smartphone penetration by 2020, second only to APAC. As the market grows, how will the level of technological sophistication impact the industry in years to come?

Now more than ever, brands want and need greater control of their media supply. More consumers are blocking ads than ever; 3 in 10 consumers will block ads in 2018. Ads have often been placed next to offensive media, showing up on content that doesn’t align with the brand’s core values. In a vast and convoluted media ecosystem, marketers have struggled to have full transparency from both partners and agencies–and, subsequently, to deliver a better brand experience.

How do we solve for this? It starts with measuring marketing goals the right way. Ten years ago we would define customers with simple proxy metrics, like clicks. But this doesn’t get you to your true business outcome and can spur issues like fraud because…bots can click! If it’s a marketer’s goal to get more clicks, it often leads to cheaper clicks. And if there’s a need for more volume of cheap clicks, it’s more likely ads will be placed next to offensive media and essentially undermine brands. So while you’re pushing down quality to be able to afford reach, what you’re really getting is fraudulent clicks from a bunch of bots. Transformation is a process but if marketers have the capabilities to access the very best media placements at scale, they’ll be able to optimize spend and move away from clicks to an ROI metric that proves actual value for the business.

In addition, marketers need to understand that the average consumer is on four or more devices on any given day. An omnichannel demand-side platform integrated with a demand-side platform with an identity management layer underneath is the most effective way to create customer-centric marketing across every channel. Adopting technology that will consolidate all media marketing onto a single platform and, as a result, give consumers a more consistent, personalized message from their favorite brands across their desktop, mobile or iPad while will drive better consumer experiences and better marketer outcomes.

Looking into the future, artificial intelligence (AI) will be one of the next major technological advances that will impact the consumer experience. With AI, companies can learn from their interactions with customers and use that data to supply consumers with even more relevant advertising. And, unstructured data like mood and weather can be used to add more variables to the bidding process. In addition, AI-driven ad creatives will be the next-generation version of dynamic creative optimization to deliver things like interactive ad units. Using AI to further optimize digital ad spending is the next step marketers are taking to make ads less intrusive and more customer-centric as we head into the next 10 years of programmatic.

Eventually, anything that’s addressable will be touched or influenced through programmatic technologies. We’re at a point where we can optimize across display, mobile, social, and, in 10 years’ time or less, drones, wearables, VR, AR and IoT will be added to the mix. But before that happens, we need the right goals, technology and data to get us there.

The future is indeed, now.

Trends

Monthly Roundup: Top 5 Most Popular Blog Posts for January

February 6, 2018 — by Amarita Bansal0

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Happy New Year from Team Content at MediaMath!

Check out our most popular blogs for January 2018 below:

Trends

Talent 2018: 5 Recruiting and Hiring Predictions for the Coming Year

January 18, 2018 — by Amarita Bansal0

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This article originally appears on Recruiter.com.

Our very own Jenna Griffith, Chief Operating Officer, shared with Recruiter.com what she thought the biggest trend in hiring in 2018 will be:

“In 2018, we’ll see the trend of boomerang employees even more than we already do. Here at MediaMath, we encourage people who leave the company to share what they’ve learned here and the skills they’ve developed with the wider industry. Many people who leave remain champions of MediaMath, and they often return in their new roles at their new jobs to conduct business with us. Increasingly, we are seeing former MediaMath employees come back to us as boomerang employees. This is exciting to us, as these people are already very knowledgeable about our culture and have the added benefit of injecting new, up-to-date insights from their time outside the company into MediaMath’s operations. Within MediaMath, we are actively working to foster and increase the number of boomerang hires through alumni events and outreach efforts.”

To read the full article, click here.

IntelligencePeopleTrends

MathCapital: A Venture Capital Fund to Support the Next Wave of Marketing Innovation

January 8, 2018 — by Eric Franchi0

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The year 2018 finds us at the beginning of the next wave of innovation in digital. Billions of connected devices, the emergence of identity-based targeting and measurement, new consumer interfaces such as AR, VR and voice and all forms of Artificial Intelligence will make digital marketing more effective and digital media more engaging than ever.

It’s an exciting time to be a marketer, media creator and consumer. But it’s never been a more exciting time to be a startup focused on addressing the needs of this giant, and growing, market. That’s why we are thrilled to announce the launch of MathCapital, an early-stage venture capital firm focused on the digital transformation of marketing and media. We created MathCapital to help identify and support the startups that will become the next generation of industry leaders.

As long-time entrepreneurs ourselves — Joe Zawadzki is founder and CEO of MediaMath, and founder of [x+1], and I previously co-founded Undertone – our team is often approached for advice and investment by startups. This led to notable personal angel investments in names many are familiar with, such as AppNexus, Moat, Integral Ad Science, BounceX and mParticle.

We’re also excited to have the support of MediaMath. While MathCapital is a separate entity, MediaMath has committed resources via its in-house innovation group that has incubated a number of profitable agencies. This group will serve as an access point to MediaMath’s 4,500+ clients, 350+ partners and 600+ employees, helping to accelerate all facets of our portfolio companies’ businesses out of the gate.

We’re a startup of four partners ourselves, so we can’t wait to roll up our sleeves and get to work. Our first investments will be announced here soon, so watch this space. And if you’re a funder who would like to learn more about working with us, please contact us here.

Trends

2017: Top 10 Blogs of the Year

December 29, 2017 — by Amarita Bansal0

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As the new year approaches, we take a look back at what content performed the best in 2017:

#1 Download the 2017 Forrester Omnichannel Demand-Side Platform Report

#2 Jet.com Talks Programmatic & Working with MediaMath

#3 Client Success Story with Coca-Cola and MediaCom

#4 Download the 2017 Gartner Magic Quadrant for Digital Marketing Hubs

#5 The Future of Data in Programmatic

#6 ’Tis The Season To Kick Off Your Holiday Campaigns

#7 Download the 2017 Forrester Data Management Platform Report

#8 17 Programmatic Trends for 2017

#9 Coca-Cola and MediaCom’s Integrated DSP + DMP Approach

#10 Learn How our Omnichannel Platform Drives Business Results

EducationTrends

Programmatic Training Roadshow in India

December 13, 2017 — by Pranjal Desai0

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Programmatic in India is still at a nascent stage. Though the programmatic penetration in India has reached 38%, it is largely concentrated in very specific pockets and it still has a long way to go in terms of adoption. With regional concerns around the complexities of programmatic technology and the need for upskilling in such areas, MediaMath aims to bridge the knowledge gap and help marketers in the region execute more efficient and successful marketing campaigns by rolling out a series of educational initiatives across the programmatic ecosystem in India.

With the help of MediaMath’s training arm — New Marketing Institute — MediaMath ran an agency roadshow covering all things programmatic. The topics covered included ‘Programmatic 101’, ‘Data Driven Programmatic’, ‘Programmatic for Media Planners’ and ‘Programmatic for leaders’. The training was led by the Head of NMI, APAC Marrah Africa, Pranjal Desai (Country Manager India) and Zirca team (Mediamath’s exclusive partners in India). It was extremely well received and we ended up training 200+ agency folks across India.

The objectives of the trainings were multi-fold, the primary emphasis was to provide required knowledge to help align with the latest digital trends and capabilities to our partners.

Salil Shanker, Business Head, Amnet India said “For DAN, this training helped to get the understanding of programmatic to folks beyond their trading desk. Amnet has always encouraged initiatives around training by conducting various internal workshops. The support from technology partners like MediaMath is refreshing and positive for the thriving Indian programmatic ecosystem. Participants were from multiple DAN digital agencies who learnt a great deal of knowledge on programmatic media. Such training helps the traditional digital buyers in understanding the programmatic space more and there by selling and using it more effectively.

Smita Salgoankar, OMG programmatic, said “Continuous learning is an industry obligation. The pace at which we iterate our platforms should match the pace at which we educate ourselves. MediaMath’s training initiatives are helping our teams not only make sense of their platform, but the course of the industry on the whole.”

Secondly, there is a dire need for gaining clarity around the programmatic jargon. There are plenty of terms, buzzwords and acronyms in this space. We need to ensure that everyone involved is speaking the same terminology, allowing the various teams to plan and coordinate effectively. As Rammohan Pai, Associate Director, OmnicomMediaGroup Programmatic said “The training helped the larger team at OMG understand the scope from a non-jargon and easy to understand view, so that everyone finally comes together to understand what the strengths are and evolves their client side stakeholders.”

Lastly, a huge benefit to programmatic rests on the data layer. Data is generally a complex topic and it can be difficult to understand how to make the data work but the training helps to simplify a convoluted concept. Sagar Pushp, Business Head Cadreon, India said “The training was conducted in a very simple yet elaborate manner, taking the audience right from the basics of programmatic to current and future trends, without making it tedious or boring. We saw a great amount of excitement post this with our media planners and client servicing folks.”

MediaMath will continue to put effort in educating the market and building a transparent and efficient platform to help brands and agencies enjoy the full benefits of the programmatic revolution.

DataTrends

Get Ready for the Future: Marketing 2027

November 22, 2017 — by Amarita Bansal0

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After a successful #10Then10Ahead campaign commemorating 10 years of programmatic innovation, we’ve put together an interactive eBook looking at how the next 10 years of programmatic will change the digital marketing landscape.

What can marketers expect in the next decade? What will be the biggest trends disrupting the industry in the next 10 years? And what measurement strategies will become more important as programmatic evolves?

Download the eBook today and get exclusive insights on:

  • Four visions of where marketing is going
  • Our top predictions for 2027
  • Curated content from our 10-year anniversary campaign