Michael Twomey says people-based programmatic an answer to ad fraud
Coles loyalty program FlyBuys has joined with programmatic firm Signal to use its detailed email marketing database across multiple channels allowing it to target people’s actual profiles rather than just the cookies their web behaviours generate.
At the same time, Signal has hired Coles in-house programmatic specialist, Michael Twomey, as managing director of its newly-created, people-based marketing division.
And Twomey has said that moving to people-targeted programmatic would help to address the growing issue of programmatic ad fraud.
Speaking with Mumbrella, Twomey said the shift is an important one for the programmatic industry, from cookies to an approach that understands the individual.
“It’s the next evolution of programmatic, it’s not just about the efficiency of the media buy, but it’s the precision of the media buy – the opportunity to target real people and focus on real people – not cookies, with relevant ads on customer sites across connected digital channels all in real time,” Twomey said.
“Fly Buys is a foundation client of this solution.”
Twomey said that after years of working on email-based direct marketing, he saw a huge opportunity to extend the engagement of consumers with brands and deliver a better ROI.
“My pedigree comes from direct marketing and email marketing and for the last four years have been looking at how we take the art and science of direct marketing and email marketing and extending that into the world of digital media and extending it into the world of the technology of digital media.,” Twomey said.
Signal has been working for the past two years closely with a people-based programmatic approach with Yahoo in Japan, which it says is the most advanced market in the world at this stage.
He said the new model was aimed at taking the “guesswork” out of programmatic and communicating with known audiences.
“It’s making the media spend more efficient and cutting out the waste,” he said.
“What we are offering is the ability focus on the precision of people-based marketing. We see that people-based marketing is expected to double by 2017.”
Twomey also said that by moving to a people-based approach businesses would also be able to address the issue of ad-fraud that continues to plague the programmatic industry.