Jim Caruso is the Senior Vice President of Product and Client Strategy at Varick Media Management. He has spent his career working in software and technology development, including mobile apps.
“Varick Media Management is a programmatic advertising company dedicated to delivering powerful and impactful digital experiences to your customers,” says Caruso. “We use the efficiency of data-driven media buying to execute high performing, comprehensive marketing solutions across multiple media channels.”
What are the advantages of investing in RTB and programmatic advertising?
I believe that investing in programmatic is investing in the future of advertising–just like when people invested in technology to move to TV, then digital, etc.
“In a few years, I doubt there will be a distinction between ‘digital’ and ‘programmatic’ advertising.”
In a few years, I doubt there will be a distinction between ‘digital’ and ‘programmatic’ advertising.
We will adopt a data-driven, highly efficient, and software-enabled process to deliver relevant, meaningful advertising to audiences across devices and channels.
What are some challenges with RTB? For example, two major issues are fraud and attribution. What are your thoughts?
Just like any form of advertising, the challenge lies in measuring and quantifying something that is inherently emotional and often provides very little feedback to people who are executing the campaign.
“Just like any form of advertising, the challenge lies in measuring and quantifying something that is inherently emotional.”
Fraud, viewability, and attribution are all symptoms of the broader issue of how to make sure that, as a brand or advertiser, I am properly correlating investments in my sales and marketing organizations to drive toward a common goal.
I believe that these issues are raised more often in RTB because the amount of data and the ability to be very granular in targeting and delivering ads spawn more interest in how to translate and measure that data to be sure that dollars are being used as efficiently as possible.
What advice do you have for publishers and agencies wanting to get a better understanding of RTB and mobile advertising?
There is a ton of education still to be done in terms of programmatic: RTB, PMP, mobile, etc.
Be curious about changes in technology and the ecosystem, no matter who or what the company may be doing or what size they are.
Things are moving so quickly that it’s important to be able to constantly talk to people and find out what new things are coming on the horizon.
What are some trends you see for mobile advertising over the next year?
There’s a couple of fundamental shifts happening with the introduction and proliferation of ad blocking tools and the centralization of time spent across just a few key apps (Facebook, Twitter, Google, etc.)
“What’s exciting is that attribution and cross-device targeting is finally getting much better.”
There continues to be a ton of time spent by consumers on mobile devices, but there’s still a relatively large gap in the ability to deliver meaningful, engaging advertising to those users.
A lot of this has to do with creative restrictions, but another important factor is making sure that brands have a good mobile site or app to drive invested users to.
What’s exciting is that attribution and cross-device targeting is finally getting much better, which allows us to figure out how to deliver holistic, even sequential, messaging to consumers across devices and deliver that at the right frequency.