MediaLink offers an interesting conversation about marketing automation trends between Jay Sears, Senior Vice President Marketplace Development of Rubicon Project, and Matt Spiegel, Senior Vice President/General Manager Data and Technology Solutions at MediaLink:
SEARS: With regards to advertising automation, what are the three biggest trends you expect to impact companies in 2016?
Use of audience intelligence for optimization and addressability in linear TV
Ability to understand consumer behaviors across devices
Faster feedback loop of media performance tied to business metrics — including “offline” metrics
SEARS: With regards to advertising automation, what are the three most overblown topics that you wish would just go away?
Importance of open exchanges/marketplaces: This is not where the action really is or will be.
Mass media with one-to-one targeting: Scale still requires segmentation, more granular and adaptable segments, but segmentation is still the answer.
Marketers bringing media buying in-house: The vast majority of the time, clients are and should be taking a bigger role in their media strategy and planning processes, but rarely is that actually about “pulling the levers” as the trade-press suggests.