In this session...
Consumers’ attitudes towards advertising continue to evolve rapidly with new requirements gaining traction such as a “mobile first” mindset, contextual awareness, advanced segmentation made possible by advanced analytics. Increasingly, for media companies to compete they are complimenting their portfolios with native and programmatic inventory.
Native and programmatic advertising, two forces -- along with the explosion of mobile and video -- form part of the evolving mix of advertising options and revenue streams; but with these opportunities come challenges. These forms of advertising demand very different operational skillsets – creating a challenge in managing the portfolio in a coordinated fashion without losing the diverse set of skills and experience unique to each.