OPS Europe speaker Adi Orzel talks trends, the force of the network model and effective value chains
Final days to register for OPS Europe, Sept 20, 2011
Question 1: Can you elaborate why the topic of your session is so important as our industry looks forward?
In the past two years a lot of people felt that the ad network model is dying and with it all the companies in that field. Reality shows that these companies evolved to be best adapters to industry needs and challenges, and continue to lead and drive innovation and market activity. Providing an end to end campaign execution to advertisers, and a complete monetization solution for publishers, the new breed of ad networks are a force to be recognized.
Question 2: What trend or trends in display advertising do you see having the biggest impact to the overall marketplace in the future?
On the advertiser side I see RTB, audience buying and mobile as leading trends to impact the market. We will see a greater focus on performance, until the market comes with brand metrics that matter to advertisers and agencies. Advertisers are still trying to figure out how to get stronger impact from their digital campaigns. Another strong trend would be cross platform campaigns, from TV to Video, display, mobile and social. On the Publisher side, supply will continue to grow faster than agency and brand demand, increasing the opportunity in non-guaranteed inventory monetization. Publishers that will integrate efficient indirect channels that deliver yield, control and transparency, will maximize on their monetization efforts.
Question 3: As display advertising becomes more operationally driven, how are you leveraging your operations/technology leaders in your company?
Operational efficiency is a strong part of Matomy’s DNA. Internally, we are building solutions that help our teams to execute faster and better against client’s needs, ultimately enabling them to focus on advertisers' ROI and publishers' yield. The more operational work we can take off their shoulders through technology, the better results we see. For our publishers and advertisers we are focusing technology to create solutions that integrate more capabilities across the value chain, and deliver end to end solutions from one central point.
To see Adi and other relevant business leaders in the industry discuss these issues further register for OPS Europe, Sept 20 in Cologne, today!