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.
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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.
Kicking off the People-Based Marketing Track, OpenX Chief Product Officer Todd Parsons takes the stage to talk about why we’re seeing this asymmetry in spend today, the impact this dynamic is having on marketers and publishers, and the key to restoring balance to the digital ad ecosystem -- people-based marketing on the open web.
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What You'll Learn from This Session...
- The current state of digital advertising is unsustainable, learn where money is going and why
- There is an imbalance between the amount of money spent in walled gardens compared to reach they have and it's hurting marketers in the long run
- People-based marketing is the key to restoring balance to the digital advertising ecosystem
