Programmatic I/O Highlights Buyer Pain Points, Nucleus Platform Solves For Them
Last week’s Programmatic I/O in New York packed quite the punch. Industry leaders and insiders convened over three days to exchange what they’re seeing in the programmatic space — what’s working, what’s not and, most importantly, where programmatic is headed. Here’s my take.
The Biggest Trends People Talked About
AdExchanger announced that this was the largest programmatic conference they have held to date in terms of participating companies and overall attendance. Industry professionals from the buy-side, sell-side, data and technology agree that the shift to programmatic transactions continues to grow, but there are still significant challenges around the effective use of data, measurement and attribution, brand safety and fraud. Publishers will continue to work closely with the ad tech platform companies to develop solutions for these challenges.
My Predictions For Where Things Are Headed
The proliferation of private marketplace (PMP) deals will continue in 2018 and beyond, but advertisers are demanding bigger, more effective and higher quality options. Advertisers are becoming more sophisticated in looking for unique data activation opportunities, transparency and higher-quality inventory. The industry will continue to make progress toward better cross-device targeting, measurement and attribution.
What Makes Nucleus’ Programmatic Offering So Valuable
One of the biggest challenges for PMP advertisers is the ability to target specific audiences with high-quality inventory at scale. Nucleus reaches 158MM unique monthly users and exclusively runs on our own vetted, premium publishers. Our model leverages proprietary first-party data from all of our publishers to ensure that every impression is served to an actual person, eliminating fraudulent activity and guaranteeing a brand-safe environment for our advertisers.
To find about more about Nucleus and our unique and massive programmatic offering, drop me a line or give me a call. I’d love to talk through how Nucleus can help your next programmatic campaign be a success.
Director, Programmatic Sales