Andrew Polsky Adsmovil
Direct advertising brands are currently switching from mobile to programmatic, said Andrew Polsky, CRO of Adsmovil. “Brands want to reach more people in an escalated manner, but through a cost-efficient process, so instead of being direct, they’re going programmatic, which is much more affordable, much more targeted, but has its own challenges in terms of guaranteed agreements and preferential treatment. We are working to solve the escalation problems.” Polsky said they are working on label certification as a way to combat fraud. “It’s important for ad networks to be able to guarantee a brand safe environment, so we are offering our advertising partners these tools. Brands that ask for them include some Fortune 100 companies like Proctor & Gamble, with which we work closely. We want to make sure our advertisers are in an environment that keeps their brands safe.” The company is currently developing a privacy policy that will allow it to guarantee transparency towards its clients. “To get a legal permit to show our advertisers or people who want to work with us, and to be able to work with companies and big agency groups, we must first have that privacy policy. In order to achieve larger partnerships, we must first have that.” What’s important is learning more about the multicultural industry, said the executive with regard to taking part in such events as the annual Culture Marketing Council (CMC) Conference being held in Los Angeles. “It gives us the chance to get to know brands, to learn what is new, how we can help with their goals and strategies, and to educate marketers who might not be doing Hispanic marketing, just general marketing.”
