Ay­man Hay­dar

MMP’s asks if 2019 could fi­nally be the year pro­gram­matic and as­so­ci­ated tech­nolo­gies fi­nally come into their own

Campaign Middle East - - NEWS -

With the rise of dig­i­tal pres­ence in busi­nesses, we are prone to see­ing strate­gies sculp­tured around two fac­tors: con­trol and trans­parency. These two fac­tors ig­nite the need to dig deeper into the world of adtech and martech. Tech­nol­ogy has rev­o­lu­tionised how busi­nesses op­er­ate and hunger for un­der­stand­ing how tech works is ris­ing. 2018 was a year of big changes in me­dia, ad­ver­tis­ing and tech­nol­ogy, where we have seen merg­ers, ac­qui­si­tions and con­tro­ver­sies. To sum­marise 2018:

Trans­parency was en­forced, with ads.txt be­com­ing the cat­a­lyst for any spend de­ci­sion.

1.

Data pro­tec­tion laws af­fected strate­gies and busi­ness, with GDPR be­com­ing the head­lines of the arena.

Video ex­pen­di­ture has ex­po­nen­tially grown, with bud­gets be­ing re­moved from walled gar­dens (Google, Face­book and Ama­zon).

Cre­ativ­ity and pro­gram­matic are get­ting along per­fectly well.

The IAB GCC was fi­nally formed af­ter long years of hard work.

3. 4. 5.

I don’t like to al­ways com­pare the MENA re­gion with other mar­kets; each op­er­ates dif­fer­ently and has dif­fer­ent ap­proaches to the in­dus­try. But one thing is for sure: all mar­kets op­er­ate sim­i­larly in adopt­ing the lat­est trends and met­rics that we

PMPs have proved to be the only re­li­able mode of buy­ing to en­sure brand safety, trans­parency and ac­cu­rate mea­sure­ment.

2. 3. 4. 5. Putting au­di­ence data into use –

Au­di­ence tar­get­ing was be­ing spo­ken about but few com­pa­nies were build­ing their au­di­ences. It is time to put this into real use and show its ef­fi­ciency. Few buy­ers pay for the data used when most should make it a must. Au­di­ence data has proven to en­hance per­for­mance and in­crease the value of each dol­lar spent.

With mea­sure­ment tools and met­rics be­ing a con­di­tion for cam­paigns to run, pub­lish­ers can­not but fol­low the guide­lines that will mark them ready and safe to host brands’ con­tent and ad­ver­tise­ments. Those tools will an­a­lyse their source of traf­fic, ad place­ments, viewa­bil­ity, in­valid traf­fic, etc. 2019 will be the year pub­lish­ers will have more un­der­stand­ing about how the ecosys­tem works and its ad­van­tages.

The MENA re­gion will at­tract more tal­ent to put the puz­zle together, as we are low on dig­i­tal ex­per­tise.

Pub­lish­ers un­der the spot­light – Tal­ent – More in-depth education –

We will go be­yond the 101 cour­ses into the more com­plex meth­ods of how the dig­i­tal trans­ac­tion cy­cle should be. Knowl­edge of how this ecosys­tem works be­yond just buy­ing and sell­ing will show the real power and po­ten­tial of ad tech. The dig­i­tal mar­ket can­not sus­tain it­self with­out up­lift­ing its knowl­edge. In this in­dus­try the devil is in the de­tails as it keeps evolv­ing on a daily ba­sis. The IAB GCC and sim­i­lar projects will be great at tak­ing this fur­ther. Why don’t we em­brace and just push this evo­lu­tion, as at the end of the day we all want to achieve our goals. In the ad­ver­tis­ing world, ad tech will save you money (through trans­parency and mea­sure­ment) and make you money (through per­for­mance, ef­fi­ciency and data). Ay­man Hay­dar is CEO of MMP World­wide

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