Real time marketing world data 2016 by RoddSL

February 2016

EMARKETER ROUNDUP: REAL-TIME MARKETING IN THE WORLD OF DATA The wealth of data available to digital marketers has enabled them to reach audiences in real time, whether through programmatic buying methods or other forms of real-time marketing. eMarketer has curated this Roundup of articles, insights and trends in the real-time, data-driven marketing landscape to help marketers understand what they can do to deliver personalized, relevant messaging at the right time.

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EMARKETER ROUNDUP: REAL-TIME MARKETING IN THE WORLD OF DATA Overview Marketers have embraced real-time marketing (RTM) to reach a multitude of goals, and their efforts aren’t just limited to social media. Recent research finds that real-time marketers are funneling more money toward such tactics, and they’re reaping the benefits.

worldwide about the extent to which they optimized the customer experience for select goals/tactics, just 17% said they responded in real time to voices of customers Reasons that US Marketers Use Real-Time Marketing Tactics, March 2015 % of respondents Form customer relationships

March 2015 research by Wayin, which looked at 200 US marketers who currently practiced RTM, found that marketers used it for a wide variety of reasons. When asked why they practiced RTM, 56% cited forming customer relationships, and a close 55% did so for event promotion. Adding to existing content, increasing social media engagement and reach, complementing ecommerce strategy and identifying new customers and audience segments were each cited by about half of respondents.

Promote events

55%

Complement existing content

51%

Increase social media engagement and reach

RTM went beyond social though, as 62% cited marketing automation, such as triggered emails in response to consumer actions, as part of their RTM efforts. Personalized content based on interactions and timely content creation, such as blogs, were each used by the majority of respondents as well. Fully 58% of respondents attributed more than 40% of their marketing budgets to RTM, and nearly six in 10 intended to increase spending in the next year. This makes sense when one considers the return on investment (ROI) that respondents had already seen. Fully 36% reported seeing more than half of revenue ROI from RTM, and an additional 43% saw between 26% and 50%.

49%

Complement ecommerce strategy

48%

Identify new customers and audience segments Identify brand advocates and influencers Complement website SEO strategy Increase time spent on site 14%

Social media is an ideal place to interact with consumers in real time, and the study found that responding to timely trends, news and events on social as well as engaging with customers on such platforms were each included in 58% of respondents’ RTM strategies.

56%

47%

40% 39%

33%

Analyze sentiment

Source: Wayin, "Making Real-Time Moments Matter: The 2015 Wayin Real-Time Marketing Report," June 2, 2015 190723

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Tactics that Are Included in Their Real-Time Marketing Strategy According to US Marketers, March 2015 % of respondents Marketing automation such as triggered emails 62% Response to timely trends, news and events on social media 58% Engaging with customers on social media 58% Personalizing digital content based on interactions 57% Creating timely content (e.g., blogs) 54% Location-based deals through emails or apps 37% Source: Wayin, "Making Real-Time Moments Matter: The 2015 Wayin Real-Time Marketing Report," June 2, 2015 190725

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However, other research suggests that marketers as a whole still struggle to leverage RTM. When a December 2014 study by Econsultancy asked client-side marketers

eMarketer Roundup: Real-Time Marketing in the World of Data

Marketers More Optimistic About Data-Driven Revenues Marketers expand focus on customer acquisition, retention Marketers are spending more on—and generating more revenues from—their datadriven marketing efforts, according to a survey conducted in July 2015. The Direct Marketing Association (DMA) found that revenues generated by data-driven marketing grew for 45.7% of US marketers between Q1 and Q2 2015, with 9.0% saying they grew significantly. What’s more, respondents thought data-driven marketing would be even better for revenues in the future. When the DMA asked about expected changes in such revenues between Q2 and Q3, a majority of respondents (54.3%) said their organization’s revenues from data-driven marketing would go up. The share expecting significant increases also rose, to 11.0%.

Change in Revenues Generated by Data-Driven Marketing Activity According to US Marketing Professionals, Q2 2015* & Q3 2015** % of respondents Decreased significantly Increased Decreased 1.3% significantly somewhat 9.0% 8.3%

No change 44.7%

Increased somewhat 36.7%

Q2 2015*

Decrease significantly 1.0% Increase Decrease significantly somewhat 11.3% 3.7%

No change 42.0%

Q3 2015**

Note: *vs. Q1 2015; **expected change vs. Q2 2015 Source: Direct Marketing Association (DMA) and Winterberry Group, "Quarterly Business Review Q2 2015: Current Economic Trends in Data-Driven Marketing," Aug 13, 2015 198869

Meanwhile, while significant shares of marketers expect no change in such revenues, the share who are projecting decreases fell from 9.6% in Q2 to 4.7% in Q3. Spending on data-driven marketing is also increasing quarter over quarter—and those increases are becoming more likely, too. While the majority of respondents said there was no change in regards to their organization’s data-driven marketing spending in both periods queried, more than a third (34.6%) said they spent more in Q2 than Q1, while 39.2% expected spend to increase somewhat or significantly in Q3. In terms of data-driven marketing priorities, almost twothirds of US marketing professionals said that expanding focus on customer acquisition, as well as retention, loyalty and CRM were key. Evaluating utilization of marketing technologies and integrating or activating new data sources were also important.

eMarketer Roundup: Real-Time Marketing in the World of Data

Increase somewhat 42.0%

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Change in Data-Driven Marketing Spending According to US Marketing Professionals, Q2 2015* & Q3 2015** % of respondents Decreased significantly 2.1% Increased significantly Decreased 6.9% somewhat 6.9%

Increased somewhat 27.7% No change 56.3%

Q2 2015*

Decreased significantly 2.1% Increased Decreased significantly somewhat 8.8% 6.9%

No change 53.9%

Increased somewhat 30.4%

Q3 2015**

Note: numbers may not add up to 100% due to rounding; *vs. Q1 2015; **expected change vs. Q2 2015 Source: Direct Marketing Association (DMA) and Winterberry Group, "Quarterly Business Review Q2 2015: Current Economic Trends in Data-Driven Marketing," Aug 13, 2015 198868

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DMPs Drive Data-Driven Marketing Success Standardization, better personalization and actionable data sets among leading DMP benefits As marketers drown in the piles of customer data they’ve collected, they’re turning to marketing technology to make sense and act on the information collected. Data management platforms (DMPs) are one option for doing this. Senior marketers polled worldwide in May 2015 Econsultancy in association with Oracle Marketing Cloud reported a wide range of data-related benefits to using DMPs. The majority cited centralized control and standardization of existing first-party data as a major benefit. Just over half said the same about the ability to use existing data for better personalization across several channels. Developing actionable data sets across sources, attribution models for better analysis and better crosschannel marketing effectiveness were also among the leading benefits. Other research points to benefits related to personalization and targeting as a result of data gleaned from DMPs. In June 2015 research by VB Insight, DMPs ranked as the No. 1 customer database for personalization purposes among marketers worldwide. And according to January 2015 research by Forrester Consulting commissioned by Adroit Digital, 57% of US digital marketers and customer insights professionals said their digital marketing teams leveraged technology like a DMP that allowed them to use driven audience targeting online. Of course, there’s no shortage of challenges when it comes to DMPs, and Econsultancy found that these were especially related to poor integration of both technology and data, as well as a lack of human resources. More than eight in 10 senior marketers said legacy technology was a challenge to getting maximum value out of DMPs, and a similar percentage said the same about disparate data sets. Poor skills and talent for management and support of the DMP rounded out the top three. Further responses indicated there were organizational challenges to deal with, such as siloed structures and company culture.

eMarketer Roundup: Real-Time Marketing in the World of Data

Those able to overcome such hurdles and act on insights gleaned from DMPs are seeing results. In April 2015 polling by the Direct Marketing Association and Winterberry Group, 32.5% of US marketing professionals said they depended on DMPs to support data-driven marketing and that they were critical to such initiatives. Extent to Which Select Factors Are Benefits of Using a Data Management Platform (DMP) According to Marketers Worldwide, May 2015 % of respondents Centralized control and standardization of existing first-party data 53%

42% 5%

Using the data we already have for better email, web, social and content personalization 51% 46%

Developing rich and actionable data sets across first-, secondand third-party data sources 46% 43% 11% More effective display advertising (e.g., retargeting, lookalikes) 46% 37% 17% Ability to develop attribution models for inventory and channel sources and understand what is working 44%

50% 6%

Improve cross-channel marketing effectiveness by using insights gained from the DMP 44%

51% 5%

Extracting more value from inventory and learning what is working/not working 40%

44%

Ability to integrate and match digital and offline data sets for more targeted advertising 40%

47%

Providing access to third-party audience data marketplaces otherwise not available to us 32% 45% Major benefit

Minor benefit

16%

13%

23% Not a benefit

Note: n=114 Source: Econsultancy, "The Role of DMPs in the Era of Data-Driven Advertising" in association with Oracle Marketing Cloud, July 16, 2015 193704

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Real-Time Personalization Affects the Bottom Line Lift in conversions leads to more real-time personalization spending Marketers are responding to consumer demand for personalization through real-time efforts. April 2015 polling by Researchscape for Evergage found that 58% of marketers worldwide used real-time personalizationâ&#x20AC;&#x201D;defined as data-driven personalization completed in less than 1 second. Among the 42% not using it, nearly eight in 10 intended to do so within the next year.

Leading Benefits Observed from Using Real-Time* Personalization According to Marketers Worldwide, April 2015 % of respondents Increase visitor engagement 73% Improve customer experience 54% Increase conversion rates (to lead or transaction) 53% Increase lead generation/customer acquisition 45%

Types of Personalized Web Messages/Content Used by Marketers Worldwide, April 2015 % of respondents Pop-ups (messages of varying sizes that appear anywhere on the page) 53%

Increase ecommerce revenues 34% Increase customer lifetime value/loyalty 28% Improve brand perception 26%

Inline content (text or images inserted dynamically within the page content) 53%

Increase value of other marketing programs (e.g., email, AdWords, content marketing) 23%

Information bars (messages across top or bottom of page) 43%

Reduce churn/increase retention 22%

Callouts (short explanatory messages that call attention to specific items on the page) 41%

Makes me look good 12%

Inline edits (text or images that change or replace existing page content) 27% Survey questions (interactive polls/surveys selectively added/inserted to page content) 22% Other 6%

None of the above 2% Note: n=92; among those who use real-time personalization; for their company; *data-driven personalization completed in less than 1 second Source: Evergage, "Trends & Priorities in Real-Time Personalization" conducted by Researchscape, June 17, 2015 191995

None of the above 5% Note: n=88; among those who use real-time personalization, which is defined as data-driven personalization completed in less than 1 second Source: Evergage, "Trends & Priorities in Real-Time Personalization" conducted by Researchscape, June 17, 2015 191997

Other 1%

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Websites were the main channel for real-time personalization, cited by 44% of users. In comparison, just 17% used mobile websites, 13% web apps and 9% mobile apps. In a March 2015 Wayin study, 57% of US marketers included personalizing digital content based on interactions in their real-time marketing. Evergage took a look at what content

eMarketer Roundup: Real-Time Marketing in the World of Data

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marketers personalized and found that pop-ups and inline content were the most-used types of web messages and content used for real-time personalization. Information bars on the top or bottom of a page as well as callouts pointing to various page content were each cited by more than four in 10, while inline edits and survey questions were used by around a quarter each. How do they figure out which messages to serve to which consumers? Marketers were most likely to segment visitors and users for real-time personalization purposes based on the types of content they viewed (48%), location (45%), time on site (36%) and navigation behavior (35%). Around

one-third segmented based on device, demographic data or buyer persona. However, December 2014 research by Econsultancy suggests the large majority struggle with proper data collection from websites, with just 18% of client-side marketers worldwide saying their ability to collect data about individual website visitors was strong.

Improvement/Lift in Conversions from Real-Time* Personalization Efforts According to Marketers Worldwide, April 2015 % of respondents Negative (<0%) 3% None (0%) 11% 1%-10% 37%

Those struggling may want to get their act together. Evergage found that real-time personalization had big payoffs across the board, and the biggest involved customers. Nearly three-quarters cited increased visitor engagement as a main benefit from real-time personalization, and 54% also said it improved the customer experience. On the dollar side, users reported increased conversion rates, lead generation and ecommerce revenues. Positive real-time marketing return on investment is boosting spending, and Evergage respondents using realtime personalization had indeed seen good results. Fully 37% saw a 1% to 10% improvement in conversions due to such efforts, and 39% had seen a lift between 11% and 30%. It makes sense, then, that nearly 50% of respondents intended to increase their personalization budget this year.

11%-20% 18% 21%-30% 21% 31%-50% 4% 51%-75% 3% 76%-100% 3% Note: n=71; among those who use real-time personalization; read as 37% of respondents saw a 1%-10% improvement/lift from their real-time personalization efforts; *data-driven personalization completed in less than 1 second Source: Evergage, "Trends & Priorities in Real-Time Personalization" conducted by Researchscape, June 17, 2015 192001

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Mobile Programmatic Display Ad Spend to Eclipse Desktop as Automation Grows Moving past the experimental stage Programmatic advertising, the use of technology to automate the buying, selling or fulfillment of ads, is becoming the standard for marketers looking to simplify the media buying process. The new eMarketer report, “Mobile Programmatic Advertising: Grabbing the Vast Majority of US Display Ad Dollars by 2017,” explores that while programmatic was originally used to effectively buy desktop banners, the process has naturally expanded to mobile. Moreover, eMarketer forecasts US mobile programmatic ad spending will reach $9.33 billion this year and account for 60.5% of total US programmatic display ad spending.

eMarketer Roundup: Real-Time Marketing in the World of Data

Mobile might be newer to the programmatic game, but marketers have high expectations for it. A February 2015 survey conducted by RBC Capital Markets and Advertising Age found that the biggest portion of US marketers cited mobile as the channel or format expected to have the most opportunity for programmatic buying. And with many of the other cited areas—such as social, video and native— increasingly intertwined with mobile, such an opportunity is only growing. “A year ago, clients were only doing science experiments in mobile programmatic,” said Craig Palli, chief strategy officer at mobile marketing firm Fiksu. “They were checking ‘test mobile’ off of their to-do list. This year, we’re seeing the

larger brands come in with millions of dollars, because they now realize that if they’re not reaching their consumers on mobile, they’re ripe for disruption for competitors.” Facebook is playing a substantial role in mobile’s programmatic growth. With Facebook considered a largely programmatic platform and its US mobile revenues expected to total $5.89 billion this year and reach $10.32 billion by 2017, its direct contribution to total US mobile programmatic digital display ad spending will be significant. However, eMarketer also anticipates that Facebook will play a secondary role in fueling the growth of mobile programmatic ad spending as both mobile web and app publishers increasingly look to redesign their sites in the style of Facebook’s popular in-feed units. Another key aspect to mobile programmatic’s advancement is video, which will exhibit swift growth over the next 24 months, albeit starting from a small base of just $1.14 billion, or 12.2% of total US mobile programmatic display ad spending. By 2017, that number will reach $3.79 billion, but its share will still remain small, at 18.5%. Though these numbers may seem extremely conservative to the many who are bullish on mobile video growth, it’s important to note that eMarketer’s definition of digital video only includes in-stream video ads (pre-, mid- or post-roll) and does not include many of the fast-growing a types often lumped into the digital video ad category, such as native video or in-feed video.

US Programmatic Digital Display Ad Spending, by Device, 2014-2017 billions, % change and % of total programmatic digital display ad spending 2014

2015

2016

2017

$4.44

$9.33

$14.89

$20.45

234.3%

110.2%

59.6%

37.3%

43.0%

60.5%

69.1%

76.3%

Desktop/laptop

$5.89

$6.10

$6.66

$6.34

—% change

73.3%

3.7%

9.2%

-4.9%

—% of total programmatic digital display ad spending

57.0%

39.5%

30.9%

23.7%

Mobile* —% change —% of total programmatic digital display ad spending

Note: digital display ads transacted via an API, including everything from publisher-erected APIs to more standardized RTB technology; includes native ads and ads on social networks like Facebook and Twitter; *ad spending on tablets is included Source: eMarketer, Oct 2015 197076

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US Mobile Programmatic Digital Display Ad Spending, by Format, 2014-2017 billions, % change and % of total mobile programmatic digital display ad spending 2014 Video* —% change —% of total mobile programmatic digital display ad spending Other** —% change —% of total mobile programmatic digital display ad spending

2015

2016

2017

$0.19

$1.14

$2.42

$3.79

914.0%

501.6%

112.9%

56.8%

4.3%

12.2%

16.2%

18.5%

$4.25

$8.19

$12.47

$16.66

224.6%

92.9%

52.2%

33.5%

95.7%

87.8%

83.8%

81.5%

Note: digital display ads transacted via an API, including everything from publisher-erected APIs to more standardized RTB technology; ad spending on tablets is included; *includes pre-, mid-, post-roll in a video player environment; **includes banners, rich media, sponsorship and other; includes native ads and ads on social networks like Facebook and Twitter Source: eMarketer, Oct 2015 197096

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In the UK, Real-Time Marketing Moves to Moment Marketing Moment marketing set to become more mainstream in 2016 Real-time marketing has been a particularly hot topic since the famed appearance of “that” Oreo tweet/ad at 2013’s Superbowl. But while marketers in the UK have rushed to emulate such a successful campaign, recent research from Censuswide for “moment marketing” company TVTY showed how so-called real-time marketing campaigns are very often not particularly real time at all.

eMarketer Roundup: Real-Time Marketing in the World of Data

Digital marketers in the UK were asked how soon after offline events they were able to react by launching a digital marketing campaign. Only a quarter of respondents said they were able to respond within 10 minutes, with the majority—over 60%—stating a response time of more than 20 minutes. Running campaigns on the back of offline events in a timely manner needn’t necessarily be an exercise in reacting on-the-fly to such events. Indeed, eMarketer has already begun to move the conversation on from real-

time marketing toward “right-time marketing,” and TVTY’s position in the marketplace occupies this space. It operates under the moniker of moment marketing, but the concept is the same. According to eMarketer, something delivered at the right time doesn’t necessarily have to be created in real time. Even if it was developed days or weeks before, if it is delivered at the optimal moment, it feels real time. Timeframe in Which UK Digital Marketers Are Able to React After Offline Events by Launching Digital Marketing Campaigns, Nov 2015 % of respondents 1%

<1 minute

1-5 minutes

10%

6-10 minutes

15%

11-20 minutes

15%

21-30 minutes

Expected Change in 2016 Moment Marketing* Spending According to UK Digital Marketers % of respondents We will spend less 6%

17%

1-3 hours

9+ hours

This month, Deloitte and Warc published their six marketing predictions for 2016, and moment marketing was second on the list. TVTY’s data would seem to suggest that the UK’s digital marketers are already on the case.

10%

The amount will stay the same 27%

8% 10%

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We will spend significantly more 24%

We will spend a little more 43%

Note: numbers may not add up to 100% due to rounding Source: TVTY, "Moment Marketing Leaders & Laggards" conducted by Censuswide, Dec 10, 2015 202152

We will spend significantly less 1%

16%

31 minutes-1 hour

3-9 hours

Lining up campaigns to run based on various offline triggers is something that’s gaining traction amongUK marketers. Indeed, the Censuswide/TVTY research found that 67% of digital marketers in the UK expected to increase the amount of spend allocated to moment marketing in 2016—only 7% said they’d spend less.

Note: numbers may not add up to 100% due to rounding; *digital marketing that connects to offline events; involves running campaigns at certain times and on certain platforms dependent on offline triggers Source: TVTY, "Moment Marketing Leaders & Laggards" conducted by Censuswide, Dec 10, 2015 202153

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How Is Data Driving Marketing? Marketers are optimistic about data-driven marketing Most US ad and marketing professionals are using data-driven marketing, according to July 2015 research, especially to maintain databases about their customers and targets. In a survey from the Global Alliance of Data-Driven Marketing Associations (GDMA) and Winterberry Group, 92.3% of respondents said they maintain databases to host information on customers or prospects, at least to some extent. More than half of all respondents (53.4%) were sophisticated practitioners and were more advanced in that area.

eMarketer Roundup: Real-Time Marketing in the World of Data

Additionally, 90.7% of US ad and marketing professionals said they segment data to better target and engage addressable customer —or B2B—audiences. Some 50.5% said they were more advanced in that area. Overall, ad and marketing professionals utilized data-driven marketing to some extent. Other areas they used it for was to measure campaign results across individual—and multiple—marketing channels, as well as purchase thirdparty data, including mailing lists and digital behavioral data, to support targeted marketing campaigns.

Marketers are generating more revenues from their datadriven marketing efforts. July 2015 data from the Direct Marketing Association Associations (DMA) and Winterberry Group found that revenues generated by data-driven marketing grew for 45.7% of US marketers between Q1 and Q2 2015, with 9.0% saying they grew significantly. In addition, a majority of respondents said their organization’s revenues from data-driven marketing would go up in the future. Change in Revenues Generated by Data-Driven Marketing Activity According to US Marketing Professionals, Q2 2015* & Q3 2015** % of respondents Decreased somewhat 8.3%

No change 44.7%

Decreased significantly 1.3% Increased significantly 9.0%

Increased somewhat 36.7%

Decrease somewhat 3.7%

No change 42.0%

Q2 2015*

Decrease significantly 1.0% Increase significantly 11.3%

Increase somewhat 42.0%

Extent to Which Their Company Practices Select Areas of Data-Driven Marketing According to US Ad/Marketing Professionals, July 2015 % of respondents Maintain databases to host information on customers or prospects 53.4% 38.9% 7.8% Segment data so as to better target and engage addressable customer (or B2B) audiences 50.5%

40.2% 9.4%

Measure campaign results across individual marketing channels (i.e., only in one type of campaign, such as direct mail) 50.5% 39.9% 9.9% Measure campaign results across multiple marketing channels (i.e., supporting media mix allocation and customer segmentation across multiple channels, such as direct mail, email and digital) 39.1% 46.9% 14.3% Purchase third-party data (e.g., mailing lists, digital behavioral data) to support targeted marketing campaigns 32.9% 40.9% 26.0% Sophisticated practitioner

To some extent

Not at all

Note: numbers may not add up to 100% due to rounding Source: Global Alliance of Data-Driven Marketing Associations (GDMA) and Winterberry Group, "The Global Review of Data-Driven Marketing and Advertising 2015: Appendix: Marketplace Snapshots" with the support of MediaMath, Dec 10, 2015 202319

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Q3 2015**

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Digitas LBi: Machine-Based Approach to Audience Buying Imminent in 2016

Carol Chung Senior Vice President and Head of Media Technology Digitas LBi

As the senior vice president of media technology at Digitas LBi, Carol Chung has her fingers on the pulse of what’s needed to drive innovation at her digital advertising agency. Chung spoke with

eMarketer Roundup: Real-Time Marketing in the World of Data

eMarketer’s Lauren Fisher about some of the data-driven trends she expects to see unfold in 2016, including a next-gen approach to audiencebased buying. eMarketer: What display-related trends are you focusing on in 2016? Carol Chung: There will be a continued focus on data. In the past few years, there’s been intense focus on

data collection and organization. And as a result of that, data management platform [DMP] has been a huge buzzword. Everyone is looking into DMPs, deploying and implementing them. So I think in 2016, we’re going to see marketers say, “OK, I’ve got my data in-house and it’s organized. Now what can I do with it?” And so making that decision is going to become a really important piece of the conversation. eMarketer: What kinds of decisions do you see marketers making? Chung: What’s interesting about DMPs today is that the data you collect is organized into segments. So you create these segments and buckets of people. And then you take that and you go and target off of it. So what I think we’re going to see is the realization and the ability to now move away from segment-level targeting toward more machinebased, very personal, individual attribute-type learning.

“It’s fine for [the walled gardens] to keep their data separate. Inventory and data should go together. But how that inventory is bought should be dictated by the client.” Today, marketers want to know what the audience is doing well and then create a big group of thousands of people to push to a programmatic arm or a publisher to go and buy. It’s a very manual and slow way to go about it because you have to run media, pull a report, create the segment and push it back out. But what I think we’ll begin to see is the emerging use of technology to machine-track all 20 or 50 or thousands of variables that they are seeing on every single person. It could be geo, time of day or it could be a certain behavior. It can create a huge pattern recognition and start figuring out what the most important factors are, which will give the marketer a scoring algorithm that tells them how to treat an individual person vs. bucketing them into a larger segment. This type of technology is already available, for example, in the DSPs, so you might wonder why everyone’s not activating it right now. And I think that’s because the landscape has been very competitive, which has bred fragmentation.

Chung: Take a company like AOL or Facebook or Google. Everybody is a media publisher with an ad tech arm where you can only access their inventory through their platform. What that means for an advertiser is they’re faced with four DSPs bidding on their behalf so that you can reach into all the nooks and crannies of the inventory you want. But advertisers don’t want to have four or six platforms that are all operating independently. They want to have one intelligent decision center, one centralized brain that can make a completely holistic, informed decision. That would be ideal.

“Advertisers don’t want to have four or six platforms that are all operating independently. They want to have one intelligent decision center, one centralized brain that can go out there and make a completely holistic, informed decision.” As advertisers continue to take better control of their data and their audiences, it will start to force a more clear separation between inventory and media technology, thereby clearing up some of the gray, blurred lines where a lot of players happen to be the technology partner and the inventory source. eMarketer: Do you think it’s realistic to assume a player like Facebook would decouple the media from the ad tech? One of the things a lot of people seem to be wondering is just how open some of these walled gardens will become in terms of both their data share and their access. Chung: They’re definitely not going to open it up to a media competitors’ technology platform. But I do think we might see a trend for advertisers to either start creating their own custom technology or be more aggressive in some of the upfront negotiations in terms of how they access that inventory. Those walled gardens will definitely be the hardest and biggest hurdles to get over. But at some point, we have to reestablish separation of inventory and ad tech. It’s fine for them to keep their data separate. Inventory and data should go together. But how that inventory is bought should be dictated by the client.

eMarketer: Give me an example.

eMarketer Roundup: Real-Time Marketing in the World of Data

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