AUCKLAND, Today: US tech company Quantcast, which in 2016 established a presence in New Zealand, is taking a seasonal look into the future of adtech on the side of the world.
The author is the company’s NZ sales director, Kiwi digital veteran Brendan Muller, who is unusually well qualified on the subject. Read on …
It’s no secret that in comparison to our overseas counterparts, Kiwi marketers operate in a smaller industry with smaller teams and have fewer hurdles to get decisions through. Because of this, I think 2020 will be our most courageous year yet for digital experimentation.
As other markets get stuck in red tape, New Zealanders will take more calculated risks such as leveraging new and improved programmatic trading tools, accessing superior data and cleaning up their consumer data policy.
The quest to seize new opportunities to drive marketing efficiencies and greater returns will turn up a notch.
What will this look like? We’re going to see serious disruption to the traditional programmatic trading desks model.
New and evolving demand side platforms (DSPs) will reduce the need for manual optimisation and provide better time-saving tools that leverage break-through machine learning-based targeting.
Not only will these self-serve platforms be easier to use, but they will free up people’s time to manage more campaigns simultaneously and dedicate more time to developing creative solutions for clients.
Therefore programmatic roles within agencies will evolve from campaign managers to performance analysts and programmatic strategists.
“Agency programmatic roles will evolve from campaign managers to performance analysts & programmatic strategists.”
Campaign planning will be seamlessly integrated into the tools and will leverage insights from clients’ first party data sets.
Campaign outcomes will be simpler to validate against goals. Bold marketing experimentation will see a slice of the marketing budgets carved off for ongoing tests which will drive exponential business outcomes.
Vendors will be questioned about validating performance by marking their own homework – thus independent verification companies such as Integral Ad Science, Moat and others will continue to cement their positions in the mix.
Privacy tools will continue to change the industry landscape for the better.
Third-party data vendors will find they have limited access to quality data sets due to tightening egislation such as the privacy act in New Zealand which was recently updated in October,
GDPR (in Europe) and CCPA in California.
Because of this, we’ll see more demand forfirst-party data adtech vendors as they will be able to model client data against larger, cleaner and more rapidly refreshed data sets. In addition, the adoption rate of consent management platforms (consumer consent opt-in tools) will climb exponentially as website owners look to protect themselves legally. Consumers will increasingly manage their own data privacy.
Businesses will realise the competitive advantage of the provision of transparent data policy.
I’m fiercely optimistic about the stream of game-changing adtech tools that will hit New Zealand in 2020. What excites me most is how these tools can provide improved advertising transparency and most importantly, help our Kiwi businesses to grow.
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