Simulmedia's Dave Morgan on Blockchain, Attribution and More

Charlene Weisler amp160Where do you see the media challenges in the next couple of yearsDave Morgan amp160I think that the challenges we will have over the next couple of years are probably the ones that we have anticipated maybe overanticipated in the last decade or two amp160We are getting to a moment in time where the advertising and marketing industry is going to confront several really significant realitiesFirst are marketers prepared to really make their advertising or marketing operations a profit center and not a cost center amp160I see the entry of really significant and smart private equity firms into the consumer brand space and the retail space whether that is 3G and Burger King or whether that is looking at the folks that took over PetSmart and are now buying Chewy amp160You will have really smart numbersdriven people who are not just about cutting costs they are actually very smart people but smart investment people amp160They are going to start structurally changing industries many times through smarter marketing amp160That is going to have an impact on people who just view advertising and marketing as a cost center without connecting the dots to how you actually drive profits and value and create customers amp160So that is one bucketThe other bucket is what we have always talked about and that is that silos will inevitably come apart amp160The idea that different media or different marketing are valued differently and measured differently amp160If we become more results focused cost focused then it is really easy to figure out what is the common currency amp160This is something we have talked about for many years how do you build out a multichannel currency amp160It39s hard to build out a multichannel currency if you are trying to equate a cost of an audit bureau circulation number for a newspaper with a BPA number for a magazine with an ad server impression number for a banner with a YouTube number with a Facebook number with a Nielsen Arbitron number for radio and a Nielsen C3 or C7 or C30 for TV and a comScoreRentrak number for a secondary currency amp160It is hard to pull them together and equate them at the commodity level which everybody does amp160But if you focus only on the output sales or exactly how many people did I reach which is also sales that is really all that matters amp160We are on the cusp of bringing all research together experimental design and scientific method all of that is going to come together and that will probably be the most disruptive thing in our industryWeisler amp160How will blockchain technology impact mediaMorgan amp160It39s a big question It39s like saying quotHow will electricity impact mediaquotamp160amp160Blockchain is the core building block technology Read Jack Myers39 white paper about Blockchainamp160 Most people know it today because it powers bitcoin which creates a lot of preconceptions and maybe controversy amp160But fundamentally it is a transparent decentralized ledger system that lets you take what would have otherwise been a spreadsheet or a ledger and be able to share it with thousands tens of thousands of different processors to be able to solve some computing tasks amp160The ones that tend to work best are very hard to compute but very easy to verify amp160In the bitcoin world it verifies what you have in the bank in your wallet in the advertising world it will be one of the ways to verify ad delivery amp160It is a very interesting way to attack things like viewability and fraud because you could never afford to look at all of the Internet protocol addresses of all impression deliveries at the browser level across every supplier amp160It is highly decentralized really efficient and verified against every other pointWeisler amp160As well as being privacy compliant and secure as in bitcoinMorgan amp160Right privacy compliant so you can put out the data anonymized amp160Now it is transparent as to its result but it can be anonymized as to its consumer sourceWeisler amp160I consider attribution to be a very big challenge amp160Where do you see the perfection of attributionMorgan amp160I say that attribution is in the eye of the beholder amp160It is going to be determined by the marketer not by the people who are selling the service amp160Sure they will apply their own data as they think it will help in attribution but it is going to be determined by those that sell things amp160It will always be an imperfect science but it is becoming a better and better science amp160And science doesn39t just mean focus groups amp160Science really means being able to understand the multivariate impact of different commercial communication and determining what actually impacts sales amp160It is not just about classic last click last exposure but it is really understanding what are those critical heavy swing purchasers and understanding category buyers and understanding the impact on them amp160This will be done in a very proprietary wayClick the 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Simulmedia's Dave Morgan on Blockchain, Attribution and More

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