Adelphic’s new GM of the Americas lends her perspective on a range of important issues facing the advertising industry
What attracted you to Adelphic? How did you view the company?
Jackie Berg: I was looking for a start up company with a strong management team and a good tech foundation where I could have an impact. I initially viewed Adelphic as an innovative mobile-first company but it quickly became clear they were well beyond a mobile DSP. They had great talent across the organization and innovative ways of recognizing audiences across channels which empowers advertisers to achieve better performance.
You’ve watched the mobile industry declare “the year of mobile” for more than a decade. Now mobile is omnipresent in consumers’ lives, so why is mobile ad spend so low?
It’s natural for there to be a lag, so it’s not a question of if, but when marketers will do more than just dip their toes in the mobile waters. Agencies and marketers already know that mobile is indispensable for consumers, and the picture is becoming ever-more clear with regard to mobile campaign execution – they’re becoming more educated on mobile buying practices and attribution methodology and audience-centric targeting is more accessible than ever before. And as brands come to understand that a strong mobile strategy is the foundation for a successful cross-channel strategy, they will increase spend on mobile inventory, on their way to executing campaigns across an increasing number of screens. This is a huge opportunity that Adelphic is extremely well positioned to capitalize on.
You’ve worked with the giants who’ve helped shape digital and mobile. How does your time at these companies shape your perception of the mobile industry?
Throughout my career, I’ve seen many companies execute their ad campaigns across multiple screens and channels from siloed departments with a different sales and product team. But I’ve learned that a holistic approach is what will ultimately prevail. The cross-channel delivery that today’s technology enables is more reflective of how audiences interact with their devices and the media they engage with on them.
Is there an issue that you feel industry has yet to address that will impact its ability to grow?
Viewability measurement is in a mature stage in desktop, but it still needs to progress in mobile in order to build confidence for marketers looking to take advantage of all the channel affords. In addition, marketers and agencies need to continue pursuing attribution beyond the old “last click wins” methodology to ensure they are giving credit to all touchpoints in the consumer journey.
Finally, we all need to be concerned about fraud and invalid traffic across all devices and channels, but vigilance, education and increased transparency will all help to keep these issues at bay.
What are brands looking for that the industry hasn’t delivered?
Brands want premium audiences programmatically and wish to reach them with engaging innovative ad formats, targeted data and across channels.
What are publishers looking for the industry has yet to support?
Since programmatic took the industry by storm, data has surpassed most other aspects of ad buying and selling in terms of importance. But with the proliferation of ad blocking, publishers are looking for other industry stakeholders to go back to their roots to develop thoughtful and creative ad design that enables strong brand performance, reduces consumers’ desire to implement ad blocking technologies and ultimately increases the value of publishers’ sites. To this effect, native has been a boon for publishers, but the innovation must continue. Creative execution continues to be a challenge for most.
Publishers are also looking for seamless PMP opportunities that yield increased control and returns worthy of the high-quality inventory up for grabs in this environment. They’re also eager to find header bidding-like solutions for mobile advertising as well as unique ways to monetize their data.
Cross-channel is the next direction for Adelphic. How do you see this strategy impacting marketers’ current marketing mix?
Marketers are recognizing that a cross-channel approach that is too focused on devices ignores the constituent who is actually making the purchase: the consumer. Adelphic is uniquely equipped to engage audiences due to our behavior-centric approach, which takes into account their movements across a growing number of devices.
As marketers understand the role of new and emerging channels, budgets will shift to match consumer behaviors and marketing mixes will be more balanced with relation to true ROI. Marketers of tomorrow will no longer designate specific budgets to channels–instead, they will allocate a single cross-channel budget and look to a technology platform that can automatically allocate the media mix based on delivery and on performance.
What role will data play in the cross channel movement?
Marketers are increasingly bringing their own first-party data to the table and expect partners to be able to ingest and analyze that data along with second and third party data in order to reach consumers in real-time, when and where it counts most.
Platforms like Adelphic, which are designed to process and make decisions based on multiple data sources and formats, and at large scale, are well positioned to deliver and perform on people-centric cross channel campaigns.