In this session...
Digital advertising is growing fast, constantly changing and more fragmented than ever. It often feels impossible for marketers to fully grasp the latest consumer media consumption patterns, as well as the emerging technology that makes campaign execution and delivery possible.
Kicking off the Brand Innovation Track, OpenX co-Founder Jason Fairchild takes the stage to talk about why we’re seeing an asymmetry in spend today, the impact this dynamic is having on marketers and publishers, and the key to restoring balance.
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When navigating this landscape, marketers are increasingly shifting their ad dollars to the platforms that are easiest to use, and have been proven to drive ROI - the walled gardens. In fact, Facebook, and Google command more than 60% of all digital ad dollars today. The problem, however, is that these environments don’t have the reach comparable to the spend they drive, and only command about 30% of consumer attention.
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What You'll Learn from This Session...
- Uncover why there is an imbalance in where advertisers spend the majority of their marketing dollars and where consumers spend the most time
- Gain a deeper understanding into the hurdles that need to be cleared in order to restore balance to the ad ecosystem
- Explore the impact of the dominance of the walled gardens on marketers and publishers
