Marketing hacks beware – the days of dodgy programmatic are almost done
For years, agencies have been dining out on the fact that programmatic platforms are complicated systems that only well trained engineers can master. Those days are numbered, warns Viztrade’s Simon Larcey.
Seismic change is set to tear its way through the digital advertising industry, and nowhere is this more evident than the programmatic space. In the wake of scandals like Cambridge Analytica, the general public has been left with a bad taste in its mouth and the bullseye is focused squarely on performance media and underlying issues of data collection, targeting and digital privacy.
Of course, for canny programmatic marketers, this changing landscape represents an opportunity to win the trust of consumers by acting with transparency and by developing smarter techniques which only target receptive individuals in appropriate contexts.
Make no mistake, digital advertisers, publishers and agencies are set to face massive regulatory headwinds regarding third party data, opt in versus opt out data collection and digital transparency. Ultimately, however, these headwinds should advance the quality of digital marketing and improve the advertising experience for consumers, which will benefit the industry in the long run.
I’m not sure how you “could use the data we aggregate to properly understand the mindsets of individual consumers and deliver them the right ads, in the right place, at the right time” under GDPR regulations unless you’re saying that users will expressly consent to that?