MERCADEO Versión en español

Mike Caprio from Sizmek: Multichannel programmatic exchanges today remain somewhat generic

Manuela Walfenzao| 3 de octubre de 2016

Mike Caprio de Sizmek

Mike Caprio, Head of Programmatic at Sizmek was part of the panel The Rise of the Omnichannel Programmatic Platform, that took place during the Advertisiong Week in New York. Tim Waddell from Adobe served as moderator of the debate that covered the natural evolution of programmatic. “Buying strategies are simply mirroring the new multichannel way audiences consume media” the experts said. The panelists agreed that there are still barriers to be overcome. There still are misconceptions that programmatic is just a way to buy cheap remnant inventory or that it is set-it-and-forget it technology that doesn’t require any human brainpower or resources. Another challenge to face, according to the experts, is that organizations must work across channels, if they don’t do so it will be difficult for them execute strategies for that media. “Multichannel programmatic exchanges today remain somewhat generic, so buyers can’t fully exploit important channel-specific opportunities such as geo-location or native ads on mobile” said Caprio. “Omnichannel buying should allow buyers to better address the full user journey as consumers move from one platform or device to the next.” Key opportunities mentioned by them include better use of data across channels. “Buyers need better ways to use data to its full potential in programmatic, partnering with publishers, understanding which signals are actually relevant to performance, and applying those layers and segments across channels” they concluded.

Diario de Hoy

viernes, 27 de septiembre de 2024

Image

Paula Feged de Festival ElDorado: La creatividad colombiana es un producto de exportación tan fuerte como el café y las flores

Image
LATAM

• Mariana Cavalli de American Express: Buscamos conectar tanto con individuos como con empresas

• Nace GRANDE, una plataforma de formación innovadora para futuros publicitarios en Venezuela

• Rocknrolla.23 retrata el legado de Grupo AG con Andy García como actor principal

• Comenzó la décima edición de SMARTFILMS con más de 1.200 cortometrajes hechos con celulares

Image
MULTICULTURAL

• Equativ expande su división de retail media con la adquisición de Kamino Retail

• IAB Tech Lab presenta PAIR una nueva herramienta para la publicidad digital más segura y privada

• César Sabroso de A+E: Producir Huellas para celebrar 70 años de VW en México es ejemplo de unir esfuerzos con marcas para causar mayor impacto

Image
LATAM
Image
Image
Image
Image
Image
MULTICULTURAL
Image
Image
Logo IAB Tech
Image
PRODU
Resumen de privacidad

Esta web utiliza cookies para que podamos ofrecerte la mejor experiencia de usuario posible. La información de las cookies se almacena en tu navegador y realiza funciones tales como reconocerte cuando vuelves a nuestra web o ayudar a nuestro equipo a comprender qué secciones de la web encuentras más interesantes y útiles.