Digital Reinvented, With None of Its Flaws, and a Painless Switchover

In April 2019 PampampG chief brand officer Mark Pritchard published a call for digital to reinvent itself with more transparency civility privacy brand control over content crossplatform matchability and with brands doing their own direct placements I sought out Charles Cantu pictured at top Founder CEO of Reset Digital the company he designed to meet that same list of requirements and which seeks to also serve agencies and publishers as well as brands In this interview I seek to learn what Charles sees as happening next in 2020 with regard to major changes in digitalBill Harvey Charles Reset Digital is a great name It says it all What everyone wants amp8212 digital at the classy level of televisionCharles Cantu The name was the brainchild of Tony Pace former CMO of Subway former ANA board chairman and now the head of the Marketing Accountability Standards Board MASB a group of which I39m proud to be a member MASB and ANA are the father and mother of Reset They encouraged us and gave us specific challenges all of which we believe we have overcomeHarvey I see that ANA has made you the host of their Futures podcast series Congratulations on thatCantu I look forward to having you on You39re already on the list ANA decides the sequence of guestsHarvey I39m excited and I39ll be patient Charles I know that you39ve created a technology that does what digital would have done in the first place if they intended to become a great advertising medium I was with Tim BernersLee and the Worldwide Web Consortium on day one amp8212 the only person from the advertising business they let in Nobody wanted the Web to let advertising in They thought consumers would pay them I tried to warn them to no avail Eventually they all learned But the whole thing was built as a medium that was allergic to advertising and then belatedly had to let it in which perhaps explains its many flawsCantu Easily enough fixed The technology we built is totally interoperable with the Web as it is and cleans up its act So there is no painful transition from the old to the new It39s plug and play We have backfill capacity to deliver 90 billion impressions a month easily expandable are integrated with many of the major players and hope to soon be partnering with everyone Transparent from end to end privacy and data confidentiality fully protectedHarvey You know which of Mark Pritchard39s requirements is closest to my heartCantu You must be referring to brand ability to control the content context Because of your RMT DriverTagTM product which optimizes context effectHarvey You39re a good guesserCantu That39s in our system which anyone can license It39s just a matter of amp8212 for example in programmatic bidding amp8212 having the publisher send the URL also not just the hashed IDHarvey How much of your volume capacity today is videoCantu About 90 Connected TV CTV and Over The Top OTTHarvey So CTV and OTT could be bought based on deterministic ID targeting and also context resonance optimizationCantu All the publisher has to do is send the URL along with the IDHarvey A lot of the broadcast and cable networks are not availing themselves of the advantages their content gives them amp8212 they don39t send the URL Yet Perhaps some will soon see the opportunity Charles I39ve heard you use the phrase quotthe inhouse stackquotCantu It39s Reset39s concept of a plug and play for advertisers who want to bring programmatic inhouse The stack gives them everything they need If they already have part of it we give them just the parts they39re missing It39s simply licensing our system modules to the advertiser and doing the custom integration with their existing stack which typically includes a Data Management Platform DMP and sometimes a Customer Data Platform CDP We add the Demand Side Platform DSP Supply Side Platforms SSPs Direct S2S supply Dynamic Content Optimization DCO Bidding Optimizer including Targeting and Context end to end measurement and if they want to use your RMT DriverTagTM science for targeting and context optimization we39re installing that amp8212 as you know we are already integrating with your partner Semasio If they want crossplatform we are up for that and have a television big data partner in mind or the advertiser may specify the one they wantHarvey Thanks for thinking of us How long does the process take of installing your system and doing the custom integrationCantu About a month Nothing new needs to be built it39s just connectingHarvey What do you foresee for Reset in 2020Cantu Our pipeline is very full of advertisers as well as some agencies and publishers so we expect to be installing in all three types of situations and some clients will start by just renting our system without an install With each customer we aim to build in some of their own bespoke ideas so that there can be differentiation Creativity is the heart of the business we39re all in yet there is an entropy toward sameness which needs to be resisted while maintaining the highest standards across the playing fieldHarvey Thanks Charles It appears that you and companies like Semasio 605 Prohaska EpsilonConversant Tru Optik RMT and many others are already making the WFAANA wish come trueCantu Thanks Bill that39s the intent fast organic adaptation from the inside no need to wait for committees and step changes although we support those as wellHarvey We can definitely get most of the way there organically and will need the hegemony to make the universal IDs happen all the wayCantu You39re probably rightClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Digital Reinvented, With None of Its Flaws, and a Painless Switchover

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Bill Harvey

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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