Mike Caprio de Sizmek
Mike Caprio, Head of Programmatic at Sizmek was part of the panel The Rise of the Omnichannel Programmatic Platform, that took place during the Advertisiong Week in New York. Tim Waddell from Adobe served as moderator of the debate that covered the natural evolution of programmatic. “Buying strategies are simply mirroring the new multichannel way audiences consume media” the experts said. The panelists agreed that there are still barriers to be overcome. There still are misconceptions that programmatic is just a way to buy cheap remnant inventory or that it is set-it-and-forget it technology that doesn’t require any human brainpower or resources. Another challenge to face, according to the experts, is that organizations must work across channels, if they don’t do so it will be difficult for them execute strategies for that media. “Multichannel programmatic exchanges today remain somewhat generic, so buyers can’t fully exploit important channel-specific opportunities such as geo-location or native ads on mobile” said Caprio. “Omnichannel buying should allow buyers to better address the full user journey as consumers move from one platform or device to the next.” Key opportunities mentioned by them include better use of data across channels. “Buyers need better ways to use data to its full potential in programmatic, partnering with publishers, understanding which signals are actually relevant to performance, and applying those layers and segments across channels” they concluded.
