July 17, 2019
Leadership Roundtable for Ad Industry Insights into the Next Wave of Programmatic.
New York - July 17, 2019— Media.Net, a contextual advertising company emerging as a leader in programmatic, held a leadership breakfast at the Nomad Hotel on July 17, 2019.
Major players from the adtech industry, including Magna Global, Goodway Group, Amino Pay, and WhiteOps, gathered to discuss how transparency and fraud prevention measures can restore trust.
The leadership panel included Jean Fitzpatrick, VP of Marketplace Innovation at MAGNA Global, Doug Lauretano SVP & GM at Media.net, Will Lutrell, CEO & Founder of Amino Payments, Amanda Martin, VP of Enterprise Partnerships at Goodway Group, and Michael Tiffany, CEO & Founder of WhiteOps. The discussion was moderated by Shoshana Wodinsky from Adweek.
One of the morning's biggest takeaways was the unanimous agreement of the rise of contextual in a privacy-focused future. All agreed in its expected reemergence, and even suggested that 2020 will be "the year of contextual". Contextual targeting allows for precision targeting advertising in a cookieless or "cookie independent" environment, allowing flexibility in revenue tactics for publishers and advertisers.
The panel's other discussions ranged from the intricacies of the adtech ecosystem to debating why the industry puts so much focus on "doom and gloom" type forecasts.
But as Doug Lauretano of Media.net stated, "Technologists are always trying to fix things". With this panel of technologists, the majority of the discussion was centered on finding real solutions to some of the industry's greatest challenges.
The consensus was that "adtech is an ecosystem that needs all its players to be abiding by the same rules in order for it to be truly effective and harmonious."However, when it comes to new initiatives and standards brought by the IAB and others, slow adoption is often caused by a fear of financial repercussions.
This, the group argued, is why even the definition of transparency varies widely by those that are trumpeting it. "Any definition of transparency that does not include financial disclosure will inevitably allow bad actors to exploit loopholes and workarounds," said Will Luttrell, CEO & Founder of Amino Payments.
Panelists agreed that financial transparency should be the industry standard. Luckily, events like these, bring everyone in the industry closer together which makes open lines of communication more possible now than ever. As for addressing the looming industry fear of being 'cut out' by some of these impending standards, "no one who adds real value should worry".
Overall, transparency will come from more open communication. This is where the flexible suite of ad targeting solutions Media.net offers, along with partners like Amino Payments and WhiteOps, can play a pivotal role in the ecosystem. And with more education around the workings of new adtech, future initiatives can be strategically adopted by agencies and partners with confidence that it will perform as it was promised.