InMobi's Anne Frisbie on Ad Automation and Programmatic Trends

Your Name Anne Frisbieamp160amp160amp160amp160Your Company InMobiYour Title Senior Vice President Global Brand and ProgrammaticSEARS What do you read to keep up with politics art and culture FRISBIE My husband is a political junkie and overall news junkieamp160 I live with him and I literally know way more than I even want to knowSEARS What do you read to keep up with friends amp160FRISBIE In all honesty my husband runs my social life tooamp160 But I love digital media mainly because of how many friends I have in the industry To keep up with them I use LinkedInamp160 For my passion in books I am an active community member on Goodreads and I keep up with all my book friends thereamp160 For everything else I use Facebook or text messagingSEARS What do you read to keep up with the advertising technology industry FRISBIE One major source is the content that all my friends in the industry post on LinkedInSEARS Whatamp8217s your favorite commercial of all timeFRISBIE ATampampT ads with Milana Vayntrub a name I have no idea how to pronounce I love themamp160 She has the quirkiest fun personality I actually look forward to themamp160 Her descriptions of what 50 more data means with the pretzel or what rollover ads mean and her interactions with folks who come into the ATampampT store just crack me upSEARS Describe your companyamp8217s business and where it leverages ad automation FRISBIE 70 of business is performance and 30 is brandamp160 We namely use automation with Rubicon on the brand side for our agency businessamp160 It still makes up a minority of that business but it is a growing areaamp160 We are focused on using PMPs part of Rubiconamp8217s orders offering That drives 30 of our total programmatic revenue We expect that to go up to closer to 50SEARS With regards to advertising automation what are the three biggest trends you expect to impact the industry in 2016 FRISBIEIn app device ID driven audiencesRich Media for in app mobile programmatic buying so that banners can be expandablesIn app mobile video majorSEARS With regards to advertising automation what are the three most overblown topics that you wish would just go away FRISBIE Negativity around agencies it really drives me crazyamp160 We have so many strong partnerships with agencies and they play a critical role in marketingamp160 It is ridiculous to believe that every company and every brand that does marketing is going to bring inhouse all media buying strategy and creative creation and not use agencies for any servicesamp160 But sometimes I feel like that is what people want to predictSEARS In relation to ad automation what are InMobiamp8217s three biggest initiatives for 2016FRISBIEInMobi Audience Personas and Data PartnershipsRich MediaVideoSEARS Tell us about your first party data strategyamp160 Do you currently have a DMP data management platform for your first party dataFRISBIE First party data focus for InMobi Audience Personas which is used for 90 of our brand business custom lookalike segments for our performance clients data partnerships with buyersSEARS Do you compensate your salespeople for every dollar sold regardless if the media is sold via insertion order IO manually or via an automated channel Please choose oneOur salespeople are compensated on every dollar sold manual orders and auctionOur salespeople are compensated on manual and orders only They are not compensated for advertisers sold via auctionOur salespeople are not compensated on sales made via our automated channelFRISBIE No 2SEARS What are signs that a media owner is savvy about ad automationFRISBIE My focus on whether folks are savvy for in app buying versus ad automationamp160SEARS If 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 goFRISBIE Turkey My entire family except for the dog My husband speaks fluent Turkish and I have never been to TurkeySEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beFRISBIE Planned ParenthoodSEARS What is your favorite restaurant in the world FRISBIE Right now I am obsessed with a hole in the wall ramen noodle place in New York on 52nd street called Totto Ramen I am a big part of the Yelp community that fights to say that Totto Ramen is the best ramen noodle place in New York Cityamp160 So far I canamp8217t find a better ramen noodle place not even in the San Francisco bay areaSEARS Thanks AnneThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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InMobi's Anne Frisbie on Ad Automation and Programmatic Trends

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InMobi's Anne Frisbie on Ad Automation and Programmatic Trends

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