Innovation in advertising takes many forms. As technologists in Mobile Advertising, we spend a lot of time thinking about the creative palette itself–how the properties of the palette can enhance consumer experiences. As more content consumption moves to smaller devices, having the ability to transform those small screen experiences into larger, more immersive ones will be critical to the future of advertising.
As the advertising industry has become focused on pouring resources into buying, targeting, and measuring ads, the customer experience has taken a beating. According to Chris Keune, VP of Data Innovation at Kargo, shifting the focus back to the consumer starts with changing the way advertisers speak to each other.
Kargo's publisher network is a way for advertisers to reach a sizable mobile audience that demonstrates its interests with its content choices, and enhancing its quality controls could help it attract advertisers that are looking for a strong alternative to Google and Facebook while wanting to reap the benefits of programmatic buying.
Google announced last month that it would switch to a first-price auction in Google Ad Manager by the end of 2019. The move brings Google into parity with most demand-side platforms (DSPs) and creates a unified auction from all demand sources, thereby changing the dynamics of the second-price auction universe that it created.