The media buying industry is constantly evolving, and staying on top of the latest trends and strategies is crucial for success. That's why events like the Digiday Media Buying Summit are so valuable. Industry experts and thought leaders come together to share insights, discuss challenges, and explore new opportunities.
The recent Digiday Media Buying Summit in New Orleans was no exception. Over the course of several days, attendees had the chance to hear from a variety of speakers, participate in workshops and panel discussions, and network with peers from across the industry.
One of the key themes that emerged from the summit was the ongoing challenge of data privacy and how it's impacting media buying. As more and more consumers become aware of the data being collected about them and the ways it's being used, there's a growing push for greater transparency and control. This has led to increased regulation, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States.
Media buyers are having to adapt to these changes by being more transparent with consumers about how their data is being used, and by ensuring that they're only collecting and using data that's truly necessary. They're also exploring alternative ways to target audiences, such as contextual advertising, which targets ads based on the content of the page rather than the user's data.
Another topic that received a lot of attention at the summit was the continued growth of programmatic advertising. Programmatic has become an increasingly popular way to buy and sell advertising, as it allows for greater targeting and efficiency. However, there are still challenges to be addressed, such as ad fraud and brand safety.
To combat these issues, media buyers are investing in more sophisticated fraud detection tools and partnering with trusted publishers to ensure that their ads are appearing in safe and reputable environments. They're also exploring new approaches to programmatic, such as bringing programmatic in-house, which can give them greater control over their campaigns and data.
In addition to these challenges, the summit also highlighted some of the exciting opportunities that are emerging in media buying. One such opportunity is the growing importance of connected TV (CTV). As more consumers shift away from traditional TV and towards streaming services, CTV has become an increasingly important channel for advertisers.
Media buyers are exploring ways to take advantage of this trend, such as by using data to target specific households or by partnering with streaming services to create unique ad experiences.
Advertisers are being faced with new, ever-changing obstacles due to fluctuating budgets, varying company and industry objectives and unpredictable customer behavior. This creates tension between brand marketers and the platforms from which ads are purchased.
This puts additional pressure on agencies and third party tools like MarinOne to bridge the gap and represent both parties well–ensuring marketers get the best possible return on their advertising investment, while the ad platforms' requirements are met to ensure their audiences are protected. Speak with one our expert consultants to learn how you can increase ad efficiency while remaining compliant.
We were glad to be apart of this years' Digiday Media Buying event in New Orleans, alongside our partner LinkedIn, to bring you, our clients and partners, the most up to date information possible. Continue to watch our blog for more insights that were gathered throughout this 3 day event over the coming weeks.