Q&A: Automation & Efficiency in Programmatic Advertising with ADvendio’s Stefan Ropte

The programmatic advertising ecosystem is experiencing the kind of challenges associated with any other maturing technology or market. Increased privacy standards due to GDPR, CCPA, combined with changes in third-party cookie tracking policies have all raised new questions over programmatic advertising. These kinds of challenges appear as technology develops and grows into its own world, some aspects of new technology seem justified and effective in early development and market growth but over the long-term cause negative effects to some market participants and the market then evolves to correct this.

While privacy and regulation are issues that will continue to affect programmatic advertisers in 2020, alternatives will be found and the market will mature. A much more troublesome issue that we are seeing the market is that brands and advertisers are uncertain about the effectiveness of programmatic media buying. There is a growing feeling in the market that programmatic advertising promises to save publishers and advertisers hours across their programmatic processes, but without the right knowledge and support systems to avoid unnecessary complications and reduce repetitive manual efforts, programmatic advertising can verge on being more of a burden than a blessing.

Stefan Ropte, Product Managing Director with ADvendio, has almost 20 years of experience of working in IT and project management. With his key focus for ADvendio being product development, Stefan has always kept a keen eye on innovation, taking a future-focused view on new technological advancements applicable to the realm of media advertising. We spoke with Stefan to discuss his thoughts on the challenges associated with programmatic advertising and his views on how publishers and advertisers can overcome these challenges in order to drive efficiency.

Can you give us a brief description of programmatic advertising for those who may be unfamiliar?

What challenges are publishers and advertisers currently facing in setting up programmatic advertising channels?

Data management

The pressure to optimize revenue across multiple exchanges

Unified Reporting

What is currently limiting the effectiveness of programmatic advertising?

Of course, I have already mentioned that having processes spread across multiple systems rather than keeping all in one is a big factor for effectiveness, if all advertising processes could be managed within one system this would further increase efficiency across the board.

How do you expect this to change in the future?

What tips would you offer publishers, advertisers, and agencies who are trying to improve the efficiency of their programmatic activities?

Sourcing Experienced Staff

Breaking down organizational silos

Identifying ready-made solutions

Leveraging automation

What benefits can campaign management automation provide to publishers, advertisers and agencies?

This data-driven approach will also allow for a greater understanding of your target audience, their purchasing habits, price points, and interests. All of this information can be then leveraged to optimize future campaigns.

As campaign management becomes more automated, it is then highly scalable. Removing the need to invest heavily in hiring large volumes of staff. With just a small number of skilled staff, you can effectively manage all needs, by leveraging smart automaton. With extra time saved on repetitive processes less experienced campaign managers are afforded more time to upskill, to ensure the prolonged sustainability of teams.

How do you see widespread automation affecting the advertising industry?

The verdict

For advertisers and publishers to make the most of their programmatic activities, effectively bridging the knowledge gap and ensuring correct systems and processes are in place make up the priority factors to consider and address. Automation should play a large part in ensuring the effectiveness of your programmatic processes. Without streamlining the data-intensive activities involved in best-practice approaches, you may get bogged down in the sea of data that needs to be managed.

Programmatic advertising should be seen as a complement to traditional linear activities, combining these activities with complementary processes and systems will save huge amounts of manual effort. This ensures that analyzing and optimizing advertising inventory transactions becomes your area of focus rather than manual entry and handling of data.

Originally published at www.advendio.com on March 23, 2020

Publisher’s all-in-one business software solution for efficient ad sales management built on Salesforce with customers in 25+ countries. http://advendio.com/