Tag: redundancy

Ballueder Thinks (1) – Covid19 Column


The regular reader knows that for over 10 years I have been writing a Sunday Column. I kind of replaced it with my podcast, now with some videos on Linkedin. But that’s just not the same.

Let’s face it, I do love writing. No question about that. In my strength coaching profile, ‘writing’ was a number one skill. I am not sure if that is due to my academic background, or due to my intellect. And I am not saying that in any arrogant fashion, but I love thinking about the world, and making connections of how things work.

Just this weekend, I listened to a model called ‘disruption mapping’. Any input that clarifies thinking, any model that helps you to simplify trends is great. More about the mapping soon on my podcast in season 4.

Anyhow, after a few weeks pause of writing about my life, I am back on it. I am not promising a regular column. But if there are a lot of things going on in my head, I kind of need to get them out. And I like processing things that are on my mind through writing. Yet, whilst I write a daily gratitude journal for myself, I want to share my thoughts with you in form of a column.

What I am thinking at the moment? Black lives matter. I am actually speechless that in 2020 people are still thinking that there would be any superiority of one race over another. Whether that is white over black, or one belief over another. This is just something totally incomprehensible for me. Again, earlier this weekend I wrote an article about mindfulness and how it might not fit with a ‘male stereotypical picture’ – again it is totally wrong to think about those stigmas. But, of course, we grew up with that. It reminded me of the movie ‘Philadelphia’ where the ‘white collar, old grey haired lawyers’ sit in the sauna cracking jokes about gay people. This used to be acceptable, but in my opinion is now out of fashion. At least in circles I socialise. So let’s hope that this will once and for all put this inequality to rest, and no more lives will be lost. I am disgusted.

I am also thinking of Covid19. For me, having the Aufbruchstimmung, or in English the Spirit of Optimism, I think it is over. We should get back to work, even if it is 99% remote, and that we need to move on, make decisions and get back to work. Maybe I think it is too easy to do. But what stops us from doing so? Some industries, hospitality for instance, will have difficulties, but some other industries should easily be able to work remotely and do business in a remote fashion, powered by Zoom. Btw Zoom, their share price jumped 90% on going public, good on them. But yes, let’s move on.

And what about my job. Oh….there is a lot I can tell you about. There is this fear of a recession and then Brexit and all. But again, we must think positive, stay fearless and move onwards. It is about making decisions and moving forward. I am in the process of launching something new, adding a new contract to my portfolio and continue with coaching and mindfulness trainings. So I am keeping busy. I will of course share some more news in the weeks to come. But I am very excited. With every fear and downturn, there is an opportunity! To my knowledge, this is what crisis means in Chinese.

I couldn’t give up. Falling down 7 times, standing up 8 times. Let me into a secret. As soon as the tattoo shops will open, I am on there to get this tattooed. Silly? Mid-Life crisis? Maybe. Whatever you fancy, just go for it.
Earlier this year I had some transformational therapy to rid myself of some limitations and limiting belief. I couldn’t recommend this more. I have tried a few over the years, this one was great. There is nothing like experimenting with different forms of therapies. Yes, I have to say that my best therapy is meditation, which I practise daily. Without meditation, and without the love of certain people, I don’t think I would have achieved what I have achieved. Life takes turns, my industry has been full of redundancies and change, but I have mastered it. Without mental health issues. But, looking back, and as explored in a recent podcast, I think I have been sailing very closely to the wind. I sometimes think that my meditation is like a sail that helped me to stay on this side of the storm. Hence, I am so passionate to teach people about it.

And then the lockdown. We are all struggling. Juggling home schooling, family, jobs, progression in jobs, interviews, zoom calls, and the earlier evenings which leave more time for drinks. I have been keeping fit, with 3 half marathons so far during lockdown. I do my weight exercises and added more to the regime, hoping to rid myself of the Covid-Stone. A term I coined for the additional weight I have put on. It’s just too easy to snack all day long. With the return of school runs, I am getting more walking time in again, which is good of course. And, personally, I think it’s a good thing that school returned.

Fingers crossed we are out of the worse and Covid19 will disappear, just burn off over the summer. That’s what I am hoping for. And will we learn anything?

What have we forgotten over the past few weeks?

Whilst the topic is slowly coming back to us in the press, let’s keep a close eye on it. I am still not a friend, but we have to live with it I suppose. A friend of mine posted something awful about the background and intention of the Tories behind Brexit, which I a) don’t want to repeat and b) hope it isn’t true. If it was, I would think this country is going down big time. Let’s hope this isn’t the case. We handled Covid19 very badly from a political and preparedness point of view, so if we handle Brexit the same, this is going to be really bad!

Dom Cummings.
Is he still the Chief Advisor to our PM? This is so bad. Sorry, I am speechless to think that he gets away with it. Not having a backbone to step down and admitting that he f* up. That’s what I don’t get with leaders. I learned early in my life to owe up to mistakes and apologise and trying to make it right. It’s a fundamental lesson I teach my children. For me this says it all about our government, prime minister and political situation. I am actually becoming a big fan of Kerr Starmer, the Labour and opposition leader. There is hope! There is always hope.

And what about ocean pollution?
Will we think about recycling still when Covid19 is over? And how to clean our oceans? Or is that all forgotten? Will we, post Covid19, go back to normal and just pollute our planet, take unnecessary flights, treat others with disrespect and carry on? I hope not. There is always hope.

Over the weeks and months to come I want to pick up more regular writing again. I would enjoy hearing from you what you think. I’d like to hear what your opinion is, so feel free to reach out to me by whatever means works for you.

I enjoy writing.
I want to share.
I want to get you to think.

Thanks, and please stay safe,

Sunday Column (477)

Here we go again. Another week. Half term and we had the MIL and her partner here, which was great for them to take over some of the child duties. My wife managed to work and I went to do some work on stuff too. No news on the job front yet, still waiting to hear, working on a pipeline – this is a full time sales position where I am the product and the more people know about my job search, the better. So please spread the word and if you know anyone seeking a senior commercial person, let me know!

Whilst I have been out of a job, the real job hunt has only just started, thanks to Christmas it has been a slow start. Not a good time for redundancy but a brilliant time to spend with the family and clear your head and understand what life is all about for you. Not wanting to play down the challenges that come with redundancies, but it has helped me to bring more focus to my life, and also everyone always says something better comes out of it. And I believe this is because you have to start thinking about what you really want. What is it you love? What is it you enjoy doing? What is important to you? A fascinating exercise and a journey full of fun and discovery. Not always easy though, but with the right mindset and support, it can be useful too.

I am about to put out another podcast this week, and the podcast keeps me busy. With two more recordings scheduled for next week, a few in the pipeline, this is a part time job. And it is so much fun, to really find out what success is all about. And how hard success is and why money doesn’t matter. This is going to be a fantastic research piece. This week I speak to Bruce Daisley from Twitter who has been an amazing guest and has a unique view to most people I interviewed so far. I cannot wait to hear your feedback and it was the first podcast I recorded face to face. They are more fun, but more difficult to arrange if you believe it or not.

Last Sunday, and not in time for last week’s column, my wife and I finished the newest Twin Peaks series. I loved it. I even loved it more than the first one and I cannot say I understood either to be honest. It’s almost as if the cult of Twin Peaks is so much stronger than the story itself if that makes sense. I remember watching the first series when I was maybe 14 and it was more something my brother watched. Then I got into it when my wife and I revisited it about a year ago. Now the new series I could watch again. Whatever strangeness there is, and whatever they suggest might be out there, maybe it is and maybe it isn’t. You ever wondered, and of course you have, what might be in the twilight zone and what might come our way from external sources, planets etc. The creepiness and yet helplessness is fascinating. Like the fear of spiders that essentially cannot do anything to you but you are afraid of them nevertheless. Do you think they are afraid of you? Maybe they are, we never know. I am sure they aren’t out there to scare us, yet I don’t like them at all.

The weather – always a good topic – I spoke to a friend in the US this week and he says there are 280 days of sunshine where he lives. I am thinking Australia would be better yet a quick Google search reveals that the US and South Africa as well as Egypt and Sudan are the sunniest places. Not sure if sunny means too sunny though. Having had a terrible rainy day on Wednesday, being miserable, then a sunny day on Thursday, when does it stop and it is spring and summer again?? Or could we have it properly miserable for a few weeks, and how much does the weather affect our mood? I think it does and it isn’t helping to change from one day after another, particularly if you are ‘grounded’. Keeping up morale whilst wondering what is next and debating where to put the focus, I demand sunshine and happiness. Latter I get through the excitement of my children who just love having their nana around; the oldest started doing Sodukos and the youngest loves some puzzles. That’s what grannies are for, I remember mine used to show me all those cross words puzzles when I was younger.

But did you notice, back in the days we used to have a magazine from the butcher, one from the bakery and so on. They all had a cross word puzzle, and we could win something. A horoscope was in there and you read those every week. Even the pharmacist did have their own. I don’t think they exist anymore. The reason I am saying that is because I watched an article this week about the overflow of information. We had a lot of information in the days of no internet, now everything moves online and the amount of information to siev through to find the ones relevant to you is getting worse. Maybe soon every butcher, pharmacist etc. have an app for information? The people that are most active online and pushing themselves the most, are actually developing ADHD – attention deficit and hyperactivity disorder – and there is a new term about ‘developed ADHD’ as we are changing our nerual pathways based on the information we try to process at any one time. Overload!!! Scary.

I am watching this with great interest. The fear I have is that it happens to me or has already happened to me. No, it won’t have an impact on my performance, will it? Will it cause more stress or make me more productive even. I believe the latter to a point of inflection where we start getting less productive. So be aware of it and make sure you get enough rest, down time and off-line time. Like when you are very smart and at some point you are going crazy. That’s similar I suppose as you are at the point where the overload just gets too much. I won’t be that, LOL, maybe stark raving mad, but not crazy. Pending on my new position and whether I will have a work phone, which of course is unlikely but my reason to put it off, I might just get a cheap pay as you go phone which allows me to be ‘available’ yet disconnected.

The envy of others, the advertising in social media like Instagram and Facebook that makes us think that what others have needs to be owned by us. And that is true for most channels I suppose. With more exposure, more frequently, we are getting to the point of not being able to escape, process and actually understand what’s happening, and if we aren’t consciously aware of it, we might get sucked into it. Sometimes, despite being in the advertising industry, it feels like we need to press the pause or even the reset button. I tried to explain to my 9 year old what an algorithm is and how it works, data and AI (artificial intelligence) and how it can improve lives. We haven’t even touched on blockchain. I love technology and eventually I find my passion in one that makes our lives better. Watch this space.

Here is to another week.

Have a good one,

Sunday Column (395)

Has this week finished yet?


Yes it has. We won 3.60 GBP in the lottery. Must have been a lucky week. And warm it was. 30+ degrees, little sleep, a cold and some runs. 25K runs this week and then a minor operation on Wednesday. All back up and running again 😉 But running has to wait until mid next week.

It was a busy week. Ups and downs. Despite having some time off for above op, it was very stressful. And the main reason, as outline below, is that I am in between jobs. That’s probably the best way of putting it. But more below.

Sometimes it is helpful to reflect. To see what is happening and good to chill out and come down. Reflect and take stock. What is happening, what is working, what isn’t. Where have I gone wrong lately? What has worked well lately? How can I improve?

Life shows itself in various ways, and sometimes one has to let it happen. One has to lean back, take it in and enjoy the ride. I am trying, and sometimes it is easier said than done.

How can I improve myself has been a major topic of mine for a long time. Personal development. Productivity. And just when I end up thinking that most things have fallen into place, I am where I am, and ready to learn more, to conquer the world, to make it happen. Then things seem to fall apart again. Can you win?

Yes, you can. Believing. The end is near, life goes on, and you are unstoppable. You can win if you put your mind to it and if you believe you can. What if you changed your whole life, take a side step in your career, or change your career entirely. You will make it work, no matter what. And it is exciting, isn’t it? Lean back and enjoy the ride that life has in stock for you. It always works out in the end and that for whatever reason the universe decides.

Driving is a new feeling, as I found out earlier in the week. I took the motor for a spin, and boy, not a sports car, but the difference to the Alhambra is immense. I am loving it, and looking forward to many fun years with it. Until of course they bring her/him out as a SUV, next year allegedly. Now, maybe I change the lease then 🙂 Having flexibility and fun in driving…I feel like life is back in town. The struggle of starting a career whilst having young children seems over. To the next 10+ years of my life. NB: I am not 40 yet, however statistically I am at the point where my career and life should really take off! I believe it will.

enjoy the ride

But seriously, the last few years have been functional. Family, small kids, the right child seat, the functional car, etc. We are now moving on, out of the baby stage into a more fun stage with the boys and at the same time we are in a position to finish the house renovation, make our life the way we want it and offer a good life to the boys. Yet, we are also looking around how we can increase and improve other people’s life. And that’s important to me, one of my values in life. I would like to spend more time on that moving forward.

The highlight of the week was Thursday. School leaving assembly. Yup, my oldest finished primary school. Wow, at his age I only just started school. He loved it. And I found that he was very mature in ‘moving on’ from it, very functional about ‘I am not going back, ever’. Guess he got this unemotional side from me, yet I did shed a few tears when one of the kids started crying as he didn’t want to leave school. Bless. They are at a fantastic age. Now on to 6 weeks of summer holidays.

In other news:
I can now say that I signed my settlement agreement at work, in other words, I am leaving my current employer. I cannot talk about why and how, but in the public domain it is known that the company decided to change the way they offer the service I have predominately been selling. The service I evangelised for them over the past 2.5 years. Hence I am now seeking new employment, the next exciting step in my career.

Feel free to contact me with ideas or anything you think we should discuss. You will understand that I won’t speak about any details here, for legal and professional reasons. It was all amicable in the end, so all good, it always is. They will do well as a company, I am sure, and I am confident things will move on for me too. Fingers crossed. For the time being I help to wind down the current product and my official end date will be confirmed in the next couple of weeks.

It isn’t the first time I took redundancy. Relocation of offices, changes in structure, product and politics have lead to redundancies in the past. It often happens in our industry and I can say that I know many people, see last week’s post, that took redundancy. In other industries this is being seen as a problem, and most companies rotate employees every 2-3 years to avoid people getting bored, but in our industry redundancies are very commonplace. Acquisitions, change of strategy, start up and growth companies, changes in direction….are all too common in a young and dynamic space.

So where does that leave me this weekend?
I am dwelling on a few things. I am thinking about a few things. I am moving forward. I don’t dwell on the past. I am excited about what is there to come actually.
Because I BELIEVE. I know that there is light at the end of the tunnel and I know that things work out in the end. That’s the key and as long as you believe that, and trust in the universe, things are going to be ok. They will always work out. Believe in the universe sorting you out.
Positive Energy creates Positive Energy and causes a ripple effect.

If you can be bothered, have a look at Anthony Robbins “I am not your guru” on Netflix. It is a documentary about his five day workshop ‘Date with Destiny’. What he does is very simple, and yet very effective. By using a variety of techniques, and a lot of love and emotions, he shows people their real value in life and why certain situations in life haven’t worked out for them. Together with his team of coaches he transforms lives for the better, for good. For some this might be too much, or a bit cheesy, for me it is a great example on how someone dedicates his life to transforming people and making this world a better place. Amazing.

So this summary shows that a week can be very varied. On Friday night I met a few folk for drinks. London. Ale. Friends. It cannot get better than that. We spend a relaxing weekend with the family. The kids are off school. I am trying to find some peace and wind down. Getting my wife’s cough 🙁

Breathe in, breathe out. Life is good. And it goes on and on and on….

Speak next week, no doubt! 😉


The Future Of The RTB Digital Industry (2/2)

Thanks for continuing to read my thoughts about the industry. Part 1/2 of the future of the RTB Digital Industry got a few hits.

So what I was saying in part 1?

The future is about tech companies that can deliver added value. Maybe a short synopsis for a lengthy article but the bottom line is that this is where the industry will be going. In the meantime ‘ad networks 3.0’ still have some added value, premium has value and the more complex the technology gets over the years, the more likely the agency can add additional value to the value chain again. Simple really. Wouldn’t you agree?

We are going in circles. And I don’t want to be misunderstood, saying the agency doesn’t add value. However, what seems to change our world more and more is DATA. BIG DATA. A few ZetaBytes of it. What it really means is that we have a lot of data available and need to try to utilise this. And some publishers do, and some publishers don’t. And some agencies try 3rd party data and utilise their clients’ 1st party data, and some don’t. But who owns the data? The adserver, the publisher, the advertiser? I believe that those companies that can utilise and analyse big data best and to the advantage of their clients will win! Simple. I spoke to a premium publisher the other day that achieves higher CPM rates than any other by allowing the first party data to be utilised down to the impression level. Amazing stuff you can do. And, once 3rd party data is more reliable in the UK and across Europe, we can do a lot more analysis and qualitative exploration of data. Stay tuned, a big topic. But don’t think the future is in data collection. It is in data processing. I wouldn’t be surprised if the EMCs and IBMs of this world will soon get (and partly already have got) involved in this part of our industry, because they can process data. They can utilise data. Online data. Offline data.

I also wanted to come back to my earlier comment about the end to end stack. It seems as if the whole industry is obsessed with the idea of a “one stop shop”? Similar to all companies in the space wanting to go public or being sold. I wonder how much VC is there to make it all work out for them….but that’s a topic for a different day. SSPs add DSPs and DSPs add SSPs. Premium becomes guaranteed and floor prices guarantee revenue for publishers. The end game is still to convince the end user or consumer and getting that person to perform an action/buy on the site. Or to proof that the exposure is leading to a brand awareness and sales. Whilst digital is a lot more traceable, it still has to proof its value and performance. Hence I believe that attribution modelling and de-duplication will become very much an essential tool as said in part 1. One probably goes in hand with the other, and the specialists needed for that, e.g. people with the knowledge of digital, data modelling and statistic will be well sought after. To all graduates, get in there, you could revolutionise an entire industry.

Thumb_real-time-bidding (1)_053913

Of course, if you follow me on twitter, you would have seen the discussion I was alluding to last week. Should media brokers develop attribution models or agencies? I am not sure if you really want this kind of verification tools being independent. And that is where a lot of BS comes from in our industry. We are relying on a lot of tech that claims to add value without verifying it. We rely on our agencies to make the right decisions without realising how much goes into their back pocket. The lunches are fine but what about the brown envelopes? Yes, I am sure they still exists and the old “I help you and you help me” approach is surely still working. We are buddies in media and help each other. But do we deliver value?

YES needs to be the ultimate answer. Of course (attention: self promotion again) I believe that whatever product I am selling adds value to a client. And this is important to me. I am verifying that via my own ‘independent’ sources and if I am not 100% convinced, or know of limitations, then I address this with the client. Only a win/win situation, full transparency and the true state of your product or service will result in a long lasting relationship. And this is important in a small industry like ours. No ifs or buts. Not every product works each time but overall, you don’t want to end up working for one product and ruin your reputation. Your Linkedin network is a big asset!

So maybe a new IAB body will need to be formed to monitor the attribution models or clients will look at it themselves? A few years back we called it the holy grail and we are now holding it in our hands. We have to be careful about it. And the new holy grail is data as mentioned above.

One of my biggest question remains why an agency would use an end to end stack, or why an end to end stack exists. Whilst most agencies don’t want to develop their own tech, some are keen to rely on one technology or develop some of their own attribution modelling (or other tech). Would you trust your agency? You should I suppose but as margins are more and more squeezed, the independent technology companies are key on delivering transparency to clients and act as warrants to the agency. And if agencies own part of the technology value chain they could become end to end stack too in some way or another. Is that a thread or is the old ad network model moving to the agency side? So I will assume that independent verification companies will flourish over the next few years. Not because of demand from agency or supplier side but clients wanting to find out what’s really happening. There are a few companies out there but none have a profile like the big accountancy auditing firms.

How do I best summarise all my thoughts now?

To be honest, we will see a shift towards the use of more technology and more utilisation of data. Companies who do that well, will continue to strive. And that will be independent whether they are SaaS lead or media driven or tech driven or ad network driven or even end to end stack. It doesn’t matter as long as they deliver a value proposition that allows for easy use for agencies and advertisers alike. With the ongoing complexity of our ecosystem we shall see more independent verification and qualification of key players.

But as always, we are going in circles. Because I really believe that all technology is doing is creating a shift from specialist user to everyday/less familiar user, with some specialist service companies at the side which you might call agencies. The future will be in tech companies that understand to deliver easy to use, high performance, low margin tech, and those tech companies being able to offer a unique proposition like integrated attribution specialised in either DR and/or brand. The more niche and specialised the better the performance – that would be my take. Yes, the omni channel one size fits all DSP will survive. It will be the ‘Golf’, the model that everyone can drive. But the agency proposition and the value proposition will be down to the ‘Ferraris’ and ‘Porsches’ of this world: specialised, high performance driven tech at scale.

Happy driving 🙂

Now I hope this all made sense and I didn’t scare off any potential future employers 🙂 Or, if you liked it, give me a nudge and we talk about it in person.

Shout out and comment, let me know what you think?
What do you believe is going to happen?

Best wishes and see you around soon,

The Future Of The RTB Digital Industry (1/2)

Triggered by my recent redundancy I thought I put some thoughts together of what’s happening in our industry from my perspective. In my little part of the digital industry, in the world of programmatic decision making and big data. Whilst I keep myself busy uncovering the European publisher market and trying to understand the industry from a different point of view, I also take my blinkers off in order to look outside real time and programmatic buying from a demand perspective. Because when I started in real time, or “ad exchange optimisation” as we called it in 2010, the big players like Google or Appnexus weren’t even in the UK yet. Some SSPs (Supply Side Platforms) were working of ExcelSheets in India….those were the days. They call me a veteran of RTB. I think that is a compliment. Yet still, 3.5 years after launching a service provider that got sold to a technology, I still have my doubts which business models will be moving forward. Having said that, I do believe I am more than capable of identifying good business models, technologies and companies who I like to continue my career with. So watch this space.

In the interim (Attention: self promotion), if you have any needs to be consulted on RTB, the industry, your digital strategy or just like to grab a coffee in order to discuss anything, please don’t hesitate to be in touch.

Things have changed in the last few years. We are living in a world dominated by buzz words like “big data” and “programmatic marketing”. Those buzzwords kind of took over “RTB” and “exchange buying”. Some of you might remember the days when SSPs used to be called Yield Optimisers. Those were the days too. But I don’t want to be getting sentimental by looking backwards. Let’s look forward and see what’s on the horizon of our industry:

So what is happening, and what is exciting?

It seems as if some companies trying to move away from media buying dependency and move into SaaS (Software as a Service). There was a discussion on twitter the other day about it. That companies should stick to what they do. However a strong argument for it is to innovate and evolve as a business. I am not saying either is right or wrong but we are at exciting times to see the wheat separating from the chuff. Or is it diversification from network to SSP to cookie-less contextual targeting that brings a new dimension to the industry? Or is it the publisher that does audience extension via 3rd party data, uses data effectively and gets higher CPMs? Or is the future that just all of the above combined ‘wins’ as an end to end stack? Is it about the specialist or the generalist? Like in most other industries we are moving form one extreme to another. Everyone wants to be everything, get the margin from both demand and supply and be the “end to end” stack.


My question would be about the value proposition. Where can some companies actually add value? Who doesn’t know the fragmented Luma landscape? And of course the ever growing question: will 2013 be the year of mobile or will we be looking at mobile from a different perspective?
How many networks used to be out there and were destroyed due to real time bidding? How many networks had to re-invent themselves. And how many got replaced by “RTB network” or “network 2.0”? The names have changed, the principles remained the same. Transparent pricing doesn’t alway mean transparent margins. Word plays allow for wrong perception of what’s actually happening just because it seems better doesn’t mean that it is better.

It has only been three years ago since a few technologies, demand side platforms (DSP), entered the UK display market to buy the right ad at the right time and right price. With a decision making in milli-seconds it became real time advertising or programmatic advertising. From display this soon moved to video and mobile. Having said that, the mobile RTB world is still struggling with tracking and for video it is still early days. I personally still think that video is very exciting moving forward but probably a year away from really taking off in Europe. And mobile is and will always be very exciting. Then of course, omni-channel buying, attribution and budget allocation is on the rise. We can now target social via Facebook and soon via Twitter. Coming from a search background, I am now waiting until we get search integrated too. Or is that already there? And of course the data proposition of which I will speak in part 2.

Let’s look outside conventional RTB (and you can define what that means 😉 ). When you think search, social and display, those are the DR (direct response) channels whilst mobile and video are brand channels for me. Of course display is also brand but more so in the “video display” or rich media display or site takeover space. And latter is less available programmatically, and that’s why the brand budget still hasn’t moved as much across to RTB than a lot of people have hoped. Hence there is a demand for premium or networks servicing that need for non standard ad formats. However, DR budgets are squeezed down to the last penny and decisions on who stays on the media plans is due to performance and insight reporting. You might have heard of this company called Google who early on figured out to do exactly that with search. To survive in this competitive market you need to invest more and more, and you need to make it easier and easier for agencies to work with you. Very simple actually. Hence it isn’t a surprise that even in 2012, new networks, supported by big VC money, are still able to push into the market: good performance, great staff which is well paid, good customer service and excellent insight reporting. They just make it simple for media planners to use them.
And last but not least there are some companies that focus on that DR budget driven by search with a combination of search, display and social. Maybe less RTB driven but they all move into that space sooner or later as ‘real time’ will just be another way of buying media. A currency if you like. So the future might look like the “ad network 3.0” delivering display en masse for branding and reach campaigns whilst other companies focus on the actual DR driven and hard performance goals across the board.

Will the market get more fragmented? No. I believe that a lot of models we are seeing now are going to die in the next few years. Some short term revenue spinners that might sell themselves and then disappear again. Quick and loud into market, quiet out of the market. LIFO – last one in, first one out. Only tech driven companies will sustain the challenges thrown at them, and will be able to deliver long term added value. So technology will be key in the long term in allowing agencies or advertisers to utilise whichever channel they are after. And channel will mean DR vs. brand rather than search vs. video. Big agency groups already split between brand and DR. And there is a reason for it I believe.

I am not saying that agencies aren’t interested in channel attribution and or omni channel buying but you will have one team looking after DR and one team looking after brand. As a supplier of course you talk to both of them. Post click attribution versus post view or completed view or GRP. Audience measurement, conversion measurement, attribution. Yes, there is a future in figuring out the once holy grail.

So what am I saying here in part 1? I am saying that for the foreseeable future there will be a market for well organised ad network models and that only in the next few years technology will really play the key role. Companies who now invest in the right strategy and technology will survive. And once publishers and direct advertisers have caught up with the actual market situation, they then realise who adds value and who doesn’t. No more hiding! And adding value doesn’t mean cheap. You can have the highest margin but still deliver the most value. Then those marketeers who understand what’s happening will apply pressure on their agencies or walk away from them, utilising technology themselves. And, looking over to the US, you will see this trend starting already. But, in the long term, the agency becomes a consultant, it will adopt and will take technology in house again eventually as it will get too complex. Is that too visionary?

I hope you enjoyed this read and look forward to part 2 on Tuesday.

Please leave a comment.

Have a great weekend,