5 Questions that will shape MMS Programmatic 2018
We are bringing MMS Programmatic to Auckland on September the 27th and to Sydney on October the 4th.
The summits are designed to change the way you think about modern marketing and programmatic innovations. The events will help you uncover new trends, technologies, and case studies to propel your strategy further.
Our Programmatic Lead for Australia, Heath Irving, has outlined five questions which he believes will shape the conversations at MMS Programmatic 2018.
1 – How do we increase trust in programmatic?
Trust has been a key theme this year and you can’t blame marketers for being wary. All you have to do is look at the trade press and it seems there is a new issue nearly every day. From fake news, to brand safety scares, to misreporting of metrics, and most recently shady auction mechanics. Because of this we need to ask how can we be more transparent so brands feel comfortable in knowing end to end where their money is going? What role do the big tech platforms play in enabling higher levels of transparency? Where do agency groups fall into this debate?
2 – What lies ahead in Australia for mergers and acquisitions?
The abolishment of Australian media regulations which had predated the internet, and as many argued shackled local media companies and inhibited their ability to achieve the scale necessary to compete with foreign tech giants, has led to the sale of legacy print giant Fairfax by broadcaster Channel 9 who will now operate under the Nine banner. This will raise interesting questions at MMS Programmatic Sydney including; what will rival news companies look to do? Will this really mean less share for the big two? Is consolidation really good for the industry?
3 – What is standing in the way for brands to really adopt Connected TV?
Heralded as the catalyst to finally bring real investment over from traditional broadcast into digital, two years in and we are still scratching our heads as to why this hasn’t happened yet. I am interested to hear what the key barriers are for brands. How important is having a universal currency to trade on? Is Nielsen’s new all screen offering really going to be a bulletproof solution? How important is being able to manage frequency across different formats? And finally, in terms of addressability what are the main challenges in our local market?
4 – How are brands faring pulling programmatic in-house?
At MMS Programmatic, I’m interested to hear about the motivations of brands that are planning or have pulled their programmatic trading in-house. I also want to compare the reasoning of those that have decided not to. First of all we need to consider supply chain management, technology and vendor selection. We also need to think about data housing and activating, ad serving, and also the role that consultancies might play in this space.
5 – Blockchain – revolutionise the biddable market or just media hype?
There’s been a lot of discussion recently on auction mechanics and how brands can get more transparency from the tech giants. Would trading through a blockchain enabled platform be a better way forward? How would it look using blockchain to support contracts and the reconciliation process of digital advertising? Are we at a stage where this is could implemented, and if so who are the leaders in this space?
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