The last two years have seen some considerable changes across the globe. And while things seem to be cooling off, that’s not the case for the marketing-comms industry, with big changes expected in 2022 and beyond.
Speaking as part of PubMatic’s “The Future of Digital Advertising, Built For You” video series, Havas trading director, Daniel Tozer, believes there are three key programmatic changes set to impact the industry in both the short, and long-term.
For Tozer, an increased push towards more progressive KPI’s will be soon become commonplace, especially in the awareness phase for clients.
“Not only this but leveraging every available technology to reach campaign delivering results, and thus manage campaign deliverables and outcomes,” he says.
Tozer also says ad campaigns have long been guided by “outdated and arbitrary metrics”, and that he wouldn’t be surprised if metrics like attention rate soon became widely adopted. He says it’s something Havas have been discussing with clients for a while now.
“I also think future-proofing around the deprecation of cookies and SPO’s is critical,” he continues. “The companies that have been proactive, rather than reactive here, are really putting themselves in a position to succeed.”
For Havas’ trading director, it’s imperative the company continues using the ever-changing market as a reference point for its clients.
“For the trends I mentioned, we’re making sure we’re working with the key partners to ensure we have a key product and plan in place,” says Tozer. “[With PubMatic] we’re constantly in talks to trial and enter an activation-based identity, which will hopefully pave the way for us in the post-cookies world.”
For Tozer, PubMatic’s “proactive” ethos has helped Havas achieve business and medium objectives, which he says “ultimately means a happy client”.
“PubMatic’s products and solutions help us tackle industry problems and maximise opportunities. Whether it’s the open or private marketplace, we’re relying on SSP’s that can meet us in the middle and have the capabilities to execute our vision,” says Tozer.
