David Kohl of Morgan Digital Ventures: The Ad Automation and Programmatic Confidantes

JAY SEARS What do you read to keep up with politics art and culture DAVID KOHL The New York Times and various sources via Apple NewsSEARS What do you read to keep up with friends KOHL Facebook amp8230 and believe it or not the telephone I guess I read the keypad to dial My wife and I recently joined Snapchat to stay in touch with my daughter at college and were surprised how many 40somethings are on the platformSEARS What do you read to keep up with the advertising technology industryKOHL AdExchanger Digiday Ad Age Ad Week and several curated MampampE industry enewslettersSEARS Whatamp8217s your favorite commercial of all timeKOHL I love to laugh My alltime favorite is the German Coast Guard ad from Berlitz which I find both superclever and highly memorableSEARS With regards to advertising automation what are the three biggest trends you expect to impact companies in 2016 KOHLTransparency The ANA opened a can of worms on financial transparency in one narrow slice of the advertising ecosystem However the results were eyeopening and for many marketers a call to action Iamp8217ll be surprised if we finish up the year without at least a few prominent marketers demanding new levels of transparency from the programmatic trading ecosystemShift to quality Brands are beginning to realize that penny CPM inventory simply doesnamp8217t deliver value I think weamp8217ll see a few vocal brands make some statements about quality this year and that in early 2017 the talk will turn to action with a more rapid and widespread shift to premium programmaticUntangling the jungle of tags beacons and codeamp160 The weight of the desktop and mobile web experience is still not acceptable for many consumers I blame the programmatic tag jungle itamp8217s simply a mess of tags and backend calls piled onto the media We all know the problem I think weamp8217ll look back at 2016 as the tipping point year when the industry woke up to the mess weamp8217ve all allowed ourselves to create And weamp8217ll see tangible efforts to untangle this jungle of tags before yearend and into 2017SEARS With regards to advertising automation what are the three most overblown topics that you wish would just go awayKOHL amp160I have just one amp8230 Header bidding This technology started as a hack Itamp8217s an inelegant technology strategy that was created to bypass the favorable relationship Google has between DFP and AdX The firstlook goal is good but the implementation isnamp8217t Letamp8217s get a better technology solution to this problem instead of perpetuating the header hackSEARS Describe your firm and then tell us the three most common issues you help clients on with respect to advertising automation and programmatic tradingKOHL Morgan Digital Ventures is a strategy and operations consulting firm that grows digital businesses We deliver topline revenue growth and improved operational performance to media and entertainment companies of all sizes and maturity levels We make strategy realClients hire us when they want to activate a complex change quickly amp8230 when they need to get from idea to action with confidence and speedSEARS Tell us more about your firmKOHLSEARS What are the most common issues you help clients on regarding automationKOHLProduct strategy development and launchClarity and alignment across ecosystem partners to reduce friction between buyers sellers and the tech stack in betweenElevating the customer experience amp8230 helping companies better align with their customersamp8217 needsSEARS The majority of ad technology companies have struggled relatively small unprofitable or both Of the poor performers what are the commonalities between them that have contributed to this weaknessKOHL I see two common mistakesCreating solutions to problems that arenamp8217t really problemsCreating products that are really just featuresSEARS Do we live in a amp8220tale of two citiesamp8221 where Google and Facebook win almost everything advertisers are dictated to and other media companies fight for the scrapsKOHL Maybe but our industry is too fluid Things donamp8217t stand still I think this dynamic will change Weamp8217ll see natural change agents like the fickleness of the consumer and weamp8217ll see a change to the duopoly dynamic because of the deliberate actions their competitors take All good tales have twists Iamp8217m enjoying this story and look forward to the thickening of the plotSEARS Please answer the following statements yes or noKOHLSEARS amp160If you could go to the airport right now with friends or family and fly anywhere in the world for vacation who would you take and where would you goKOHL amp160My family and I are adventure travelers that like a mix of the great outdoors and the experience of genuine culture Iamp8217d take my wife and kids to Reykjavik and then connect to a few cities in Norway Sweden and Finland Iamp8217ve traveled to lots of superinteresting places but never to this beautiful part of our worldSEARS amp160If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beKOHL amp160I hope to one day have the wealth to do exactly this but Iamp8217ve not yet found the organization whose combined mission and execution would compel me to commit that kind of moneySEARS What is your favorite restaurant in the worldKOHL Nowhere do I have better memories than my Grandmaamp8217s house on Friday night with the family Iamp8217m a foody and I love to eat out but Grandma beats them allSEARS Thanks DavidClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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David Kohl of Morgan Digital Ventures: The Ad Automation and Programmatic Confidantes

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David Kohl of Morgan Digital Ventures: The Ad Automation and Programmatic Confidantes

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