Pivotal Research’s Brian Wieser on Ad Technology and 2016 Trends

Editor39s Note This isamp160the final installment in a threepart series Be sure to read Jay39s interviews with Dan Salmon of BMO Capital Markets and Youssef Squali of Cantor FitzgeraldYOUR NAME Brian WieserYOUR COMPANY Pivotal ResearchYOUR TITLE Senior AnalystSEARS What do you read to keep up with politics art and culture WIESER The Economist Wall Street Journal New York Times Willamette WeekSEARS What do you read to keep up with friends WIESER Facebook and TwitterSEARS What do you read to keep up with the advertising technology industry WIESER Wall Street Journal Ad Age AdExchanger Digiday ExchangeWire AdExchangeFrSEARS Whatamp8217s your favorite commercial of all time WIESER Metro Trains Melbourne amp8211 amp8220Dumb Ways to Dieamp8221SEARS With regards to advertising automation what are the three biggest trends you expect to impact companies in 2016 WIESERMore focus on premium inventoryMore focus on viewable and amp8216botfree inventoryContinuing rise in use of DMPs by advertisers agencies and marketers alikeSEARS With regards to advertising automation what are the three most overblown topics that you wish would just go away WIESER I think there are buzzwords that might be overused or misused or used to suit the speaker or writeramp8217s purpose see amp8220nativeamp8221 but there is still a lot of education to be done among the industry and investors alike so I might suggest there arenamp8217t any overblown topics at this time unlike something like amp8220death of TVamp8221amp160which is simply an overblown topicSEARS Tell us your coverage universeWIESERamp160SEARS The majority of ad technology companies has not performed well in the public markets Of the poor performers what are the commonalities between them that have contributed to this weakness WIESER Small absolute size is the single most important issue Small size means that companies are mostly not well positioned to compete against the industryamp8217s monoliths and also illustrate that these are early stage companies which is to say that while some might succeed most will not Small size also means that investors struggle to justify investing the time required to understand a confusing sector even for many experts This results in more punting than investing which in turn leads to momentum driven tradingSEARS A smaller handful of ad technology companies has performed better than the rest What are the commonalities between them that have contributed to this relative strength WIESER I think that outperformance can be explained by company specific circumstancesamp160amp160 For example customer segment focus and product quality vs alternatives for those customer segments can support an awful lot of growth at least for a whileSEARS 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 scraps WIESER Mostly yesamp160 Digital advertising is a scale gameamp160 Brands look to concentrate the bulk of their spending with a limited number of partners size also facilitates the use of more data to drive performance for ecommercebased marketersSEARS Please answer the following statements yes or noWIESERamp160SEARS 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 go WIESER Anywhere between southwest France and northeast Spain with my wife and two childrenamp160 Fantastic food culture and history that we have barely begun to exploreSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that be WIESER Rather than focus on a specific organization I think there are causes and public policies that I would focus on such as financial literacy and efforts to improve economic welfare for people around the world over longer time horizonsSEARS What is your favorite restaurant in the world WIESER Top of mind right now is Portlandamp8217s Laurelhurst Market which happens to be in my neighborhood in Portland Oregonamp160 It was ranked No 5 on the Wall Street Journalamp8217s list of amp822020 Great Modern Meateriesamp8221 in 2013 and still lives up to the bill todaySEARS Thanks BrianThe 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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Pivotal Research’s Brian Wieser on Ad Technology and 2016 Trends

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