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A New Era for Amobee, A New Day for Programmatic

by Amobee Brand, January 12, 2016

It’s early days in programmatic. Anyone who works with me has heard me say this time and again, but why should you believe me?

A few years ago, some of us in advertising and technology saw a future in which the industry appeared to be heading towards embracing automation and omnichannel campaign execution. But back then it was just a dream.

Maybe that didn’t happen as quickly as some predicted, but there’s no denying that today, both are mainstream ideas. Programmatic is established. It’s industrial scale. Media consumption trends, fragmentation and device proliferation are all driving adoption and it’s just getting started.

Looking ahead a few years, the media landscape will become more complex, not less. Advertisers will need an omnichannel solution to reach consumers effectively. The good news is that their messages can be more targeted and thus more effective than ever before.

I joined Amobee last September. My professional journey in digital advertising took off in 2009 when I was working as head of the Google Display Network, where I then ran Invite Media and DBM. From there I went to BrightRoll because I saw that video was the future. I’m extremely proud of what I’ve helped build along the course of this journey.

I believe in Amobee because I know that a data-driven omnichannel approach is the ultimate future for digital advertising. Now that I’ve been here for a little while, that belief is even stronger. Amobee has incredible core capabilities and technology such as our data and analytics and media platform that are key to delivering immense value to marketers.

A good example of this is what Kraft has been able to do. Using the Amobee platform for dozens of its brands, Kraft has managed to increase its marketing ROI as much as 200 percent. Results like that don’t remain secret. Marketers and ad agencies across all industries are looking at what Amobee did and how Kraft’s visionary marketer, Bob Rupczynski, and Starcom’s Tracey Paull have set examples of how relying on data and smart implementation can revolutionize marketing outreach. In particular, Bob started building his vision with us two years ago. It took a lot of work to implement it, but the benefits have become very real.

2016 will be a consequential year for Amobee. We have set the industry standard for helping marketers centralize, understand and act on data in an omnichannel environment.

Our vision is to do more of that at scale with brands and agencies (see our team talk about how we help them scale globally). It doesn’t matter who we’re working with; the goal is to get the same result. As a leader in the industry, Amobee’s objective is to provide technology that is simple and usable. You shouldn’t need to have a PhD to run a campaign.

We believe the industry should always be striving to simplify the process, and that’s why we provide our technology to marketers in the way that they want to buy it: Our data management platform (DMP) is used by brands and agencies on a subscription basis; and, our demand side platform (DSP) helps marketers run media campaigns on a fee basis.

While brands and agencies are still working out their method of implementation in many cases, Amobee’s vision is being recognized in 2016. In fact, leading tech analyst firm Gartner recently named Amobee a “visionary digital marketing hub” for the second year running. Here’s to a great year. I’m looking forward to leading the programmatic revolution alongside you.

 

About Amobee

Founded in 2005, Amobee is an advertising platform that understands how people consume content. Our goal is to optimize outcomes for advertisers and media companies, while providing a better consumer experience. Through our platform, we help customers further their audience development, optimize their cross channel performance across all TV, connected TV, and digital media, and drive new customer growth through detailed analytics and reporting. Amobee is a wholly owned subsidiary of Singtel, one of the largest communications technology companies in the world.

If you’re curious to learn more, watch the on-demand demo or take a deep dive into our Research & Insights section where you can find recent webinars on-demand, media plan insights & activation templates, and more data-driven content. If you’re ready to take the next step into a sustainable, consumer-first advertising future, contact us today.

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