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Dun and Bradstreet: Programmatic Advertising, Trust and Confidence

Dun and Bradstreet: Programmatic Advertising, Trust and Confidence


I’m Michael Krigsman, an industry analyst
and the host of CxOTalk. And today, we’re talking about B2B programmatic
advertising with two world experts: Anudit Vikram, Senior Vice President of Audience
Solutions at Dun & Bradstreet and Mike Zaneis, who is the CEO of the Trustworthy Accountability
Group. When we talk about B2B programmatic advertising,
what do we mean? Programmatic advertising is all about advertising
using machines (using technology) and using what we have now to be more efficient than
how we were running advertising in the past. So, the olden days of many, many people running
advertising using IOs, creating media plans, has kind of given way to machines making us
a little bit more faster, cheaper in some ways, and running advertising using algorithms
and bidding on media — deciding the actual price automatically, and essentially just
scaling out advertising way more than we could have in the past. So, programmatic advertising gives marketers
a way of connecting the dots between their marketing spend and the ROI they get back. Absolutely! I mean, technology, you know, the best thing
about technology? It allows you to measure just about everything
that you were doing. And so, one of the bigger benefits of programmatic
— outside of the fact that it gives us this immense scale in letting advertisers, brand
marketers, reach exactly who they want and when — is also the ability to connect back
to what was working for them. You know, where was money actually being rightly
spent? Mike, the Trustworthy Accountability Group
is focused on key challenges that marketers must address as they’re engaging in this
type of program. So, tell us about that. So, we’ve gone away from sort of one-to-one
relationships that used to exist. And now, it’s one-to-many. Marketers have, perhaps, hundreds or even
thousands of partners that touch their ads before they actually are displayed on a website
or device. So, the challenge is to have transparency
around who your partners are to make sure that they’re legitimate actors; to make
sure your ads are on appropriate content; and then, of course, to make sure that real
humans are seeing your ads and not non-human, fraudulent traffic. So, there’s a need to rebuild that chain
of trust. There really is. It’s about transparency. That’s the foundation of trust. And so, the idea of having common standards,
and a high level of conduct that you can hold your partners to, is what’s vitally important
these days in the space. Yep! If you look at the LUMAscape (you know, one
of the most popular diagrams in our space), you can see the hundreds and thousands of
actors that play here. And I think what programmatic does for us
is: it allows each of those actors to provide value into the supply chain. And so, you know, having companies like TAG
be there and put in processes in place, which allow us to then have that visibility into
the actual supply chain — into the advertising technology supply chain — if you will, becomes
even more important for us today. So, Mike, it’s data and trust that come
together; that create the right kind of result with programmatic advertising for marketers. That’s exactly right. I mean, it’s a wonderful marriage when we
can make it happen. There’s been a bit of a disconnect over the
past few years as the industry has really grown and matured into the programmatic space. But, I think, because of datasets like what
D&B provides to the industry, because of programs like TAG, and others like the Media Rating
Council accreditation, we’re bringing those two variables back together into this wonderful
harmony, which is going to really provide value and brand safety to marketers. So, what is your collective wisdom, so to
speak, having done this for a long time that you can offer to marketers? Well, when we think about data, I think about
it in three major pockets, if you will. First, the fact that we have access to data
means that we can be so much better at identifying and targeting the people that we want to reach. Second, the fact that we have data means that
we are going to be so much better at measuring what our marketing campaign is actually doing
for us. And finally, being able to take that data
— that measured information — that we have, and then run analysis against it; run
models against it. So, you use the data for targeting, you use
data for measurement, and then you use the data for analysis that feeds right back into
targeting and makes everything become so much more efficient in the long run. And Mike, you’re going to get the last word. What is your advice to marketers on ensuring
that that chain of trust remains intact? The key for marketers, these days, is to take
personal responsibility. It’s all about brand safety, and that begins
with you, and you have to own it and use it appropriately. It can give you power and a wonderful ROI. Mike Zaneis, CEO of the Trustworthy Accountability
Group and Anudit Vikram, CEO of Audience Solutions, Dun & Bradstreet. Thank you so much for taking the time today!

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