Operative’s Monday Mashup 8/22/11
Operative’s Monday Mashup
August 22, 2011
A compilation of interesting news, articles and stories from the prior week…
ClickZ: Digital Requires Remodeling of the Relic Agency Model
One thing “big agencies” could do is look at the model of partnering versus offshoring the more tactical tasks associated with digital campaign execution. This would enable them to focus on higher value activities such as content and creative development – something that advertisers are eager for, and something agencies need in order to evolve and differentiate in the digital media space. We mentioned this in last week’s Mashup when we commented on WPP’s outsourcing of finance jobs to India.
Digiday: Lotame to Close its Ad Network
Lotame has realized that monetization of data isn’t as valuable as helping media companies unlock the power of that data. Not surprising as some of the best technologies in the marketplace started from companies that had a media network, and a technology to support it. Think DoubleClick’s media network, and then DFP was born. Lotame is in a hot space, and going from making money in media, to making money by selling technology to enable media companies, will not only differentiate them but show that their true interest lies in helping the industry innovate.
Digiday: Is Ad Tech Ripe for a ShakeOut?
Ad Tech is ripe for a ShakeOut- everyone in the business knows that. As this article points out, in order to remain in the game and not be eaten alive, you need to show value. You need to have real customers doing interesting and different things that will help their business evolve and grow. The biggest challenge our industry is facing today is the amount of fragmentation that the ad tech “alphabet soup” has created for media companies. Media companies, ad tech’s customers, run around in a “cloud of confusion” trying to discern what solution(s) are best for them and how to bring it all together. With so many fragmented systems and processes, how can media companies evolve, innovate and grow? Ad tech is supposed to help make media company’s lives easier, enable them to scale quicker and innovate for leadership and growth. If ad tech truly wanted to help media companies, they would throw them a life line out of the alphabet soup and help them bring it all together. They would help them reduce spend on transaction costs so that they can focus on bringing new and interesting products to market. If ad tech can do this – the media industry will grow and those that help will grow. The companies that do this will have created true value for their customers and hence true value for investors and partners.
Wired: Nielsen’s New Post-PC Analytics Track TV Streaming, App Habits
As TV streaming becomes more and more popular not just on the internet but on mobile devices as well, it is encouraging to see a company such as Nielsen putting in the effort to analyze streaming data across all sorts of platforms, from smartphones to tablets.
CNNMoney.com: Data is making the business case for Twitter
Though this might not be such a shock for those in the know, Twitter is actually proving to be a very enviable way of tracking real-time trends, both for consumers as well as the companies that they are buying from.
AdMonsters: US Publisher Forum, San Diego – See what the sponsors are looking forward to!
We are looking forward to hearing one of our first Operative.One users, Meghan Smith of AMI, talk about how she is using the platform in Ad Ops to improve yield.
