Triad Retail Media on Programmatic, Ad Automation -- Impacts for 2016

The two executives spoke at the UBS 43rd Annual Global Media and Communications Conference in New York in DecemberPictured left to right Jay Sears of Rubicon Project Brian Quinn of Triad Retail Media and Charlie Weiss of News Corp at the UBS eventEditor39s note You can also listen to the audio replay of the UBS fireside chat between Sears Quinn and Charlie Weiss of News CorpYOUR NAME Brian QuinnYOUR COMPANY Triad Retail MediaYOUR TITLE Chief Revenue andamp160Innovation OfficerJAY SEARS What do you read to keep up with politics art and culture BRIANamp160QUINN After wakeup a quick perusal of Twitter amp8230 then The Wall Street Journal and Theamp160New York Times iPad editions I also read Vanity Fair and GQ on my iPadSEARS What do you read to keep up with friends QUINN Just like everyone else Facebook Also occasionally I will call a friend on the phoneSEARS What do you read to keep up with the advertising and technology industries QUINN Business Insider Ad Age Digiday AdExchanger MediaPostSEARS What39s your favorite commercial of all time QUINN Volkswagen Beetle quotFuneralquotSEARS Describe your company39s business and where it leverages ad automation QUINN Triad Retail Media works with the world39s leading retailers to transform their ecommerce platforms into highly relevant and profitable media businesses In addition to staffing dedicated ad sales teams for the retailers we consult on and manage their automation platforms which help leverage their unique firstparty shopping data both onsite and offsiteSEARS With regards to advertising automation what are the three biggest trends you expect to impact the industry in 2016 QUINNAcceleration of audiences to mobile platformsAd blockers will force publishers to communicate openly with their audience to build a case for them to cease using that software in addition to presenting more respectful relevant and native ad formatsExpansion of true crossplatform publisher solutions with the winners being those that deliver deterministic logged in audiences across screens eg Facebook eBaySEARS With regards to advertising automation what are the most overblown topics that you wish would just go away QUINNViewability While I think viewability is an important issue I think that we should approach it more gradually and in tandem with advertisers amp8230 especially when so many digital campaigns are still performance basedProgrammatic Native Really Isn39t true native the opposite of something that is automatedSEARS In relation to ad automation what are Triadamp160Retail Media39s three biggest initiatives for 2016 QUINNDelivering true crossscreen programmatic campaigns to advertisers where we track shoppers across the purchase funnelBetter leveraging our retailers39 firstparty shopping data in new areas like preroll video ondemand television etcMake private marketplace programs PMPs the dominant form of media programs over RTBSEARS In 2016 what percentage of total advertising sales across your company will be from automated or programmatic channels QUINNamp160I cannot say but it will grow significantly over 2015SEARS Tell us about your first party data strategy Do you currently have a DMP data management platform for your first party data QUINN Our two largest partners amp160Walmart and eBay amp160have built their own DMPs Because of the unique value of retailers39 data and the great scale they deliver trading partners can access their most important customers at a magnitude that matters to themSEARS 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 Pick 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 channelQUINN Our salespeople are compensated on every dollar sold But they are encouraged and evaluated on their ability to drive PMP businessSEARS What are signs that a media owner is savvy about ad automation QUINN If someone is savvy about ad automation they never use the word remnantSEARS 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 QUINN Probably where we are going in April to visit my daughter who will be studying abroad in Barcelona Would be very happy to go right nowSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that be QUINN We are big supporters of the Connecticut Challenge which exclusively addresses the needs of cancer survivorsSEARS What is your favorite restaurant in the worldQUINN That little BBQ place in Washington DC that Frank Underwood visits in quotHouse of CardsquotSEARSamp160Thanks 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 MediaVillagecomMyersBizNet Inc management or associated bloggers

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Triad Retail Media on Programmatic, Ad Automation -- Impacts for 2016

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