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Economist - Advertising and Technology - Special Report


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Comprehensive report on programmatic and ad tech. Coverage of ad exchanges, DSPs, SSPs and DMPs with all the major players. Sponsored by Ogilvy.

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Economist - Advertising and Technology - Special Report

  1. 1. SPEC I A L R E P O R T ADVERT I SING AN D T ECHNOLOGY September 13th 2014 Little brother
  2. 2. In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. “ “ Proud Sponsor of the Advertising and Technology Special Report.
  3. 3. SPECIAL REPORT ADVERTISING AND TECHNOLOGY CONTENTS 3 Data Getting to know you 5 Smartphones and tablets Moving targets 6 Programmatic bidding Buy, buy, baby 7 Advertising agencies Leaner and meaner 8 Publishers Virtual beauty parade 9 Online video Cracking the screen 10 The future The world wild web A list of sources is at An audio interview with the author is at specialreports 1 Little Brother Technology is radically changing the advertising business, with profound consequences for both consumers and companies, says Alexandra Suich AFEWMONTHS ago Progressive, an insurance company, ran a video ad on Facebook featuring a grown man who acts like a baby and is carried around in a sling. The ad urged youngsters to “act your age” by renounc-ing their parents’ car insurance and buying their own. When Facebook employees chuckled about it during a meeting, David Fischer, the firm’s 41-year-old head ofmarketing, wondered why he had never seen it. He was too old, his colleagues said. Progressive was trying to appeal to young drivers, so it served up the ad only to them. In 1963 David Ogilvy, the father ofMadison Avenue and author of a classic business book, “Confessions of an AdvertisingMan”, wrote: “An advertisement is like a radar sweep, constantly hunting newprospects as theycome into the market. Get a good radar, and keep it sweeping.” Halfa century later advertisers are at last taking him at his word. Behavioural profiling has gone viral across the internet, enabling firms to reach users with specific messages based on their location, interests, browsing his-toryand demographic group. Ads can nowfollowusers from site to site: a customerwho looks online forflights to Frankfurt will be inundated with German holiday offers. Conversant, a digital-marketing firm, uses an al-gorithm to deliver around 800,000 variations of an ad to its big clients’ prospective customers to make it as irresistible as possible. Kraft, a food company, monitors online opinions on its brands in an office which it calls “the looking glass”. Extreme personalisation in advertising has been slowto come, ex-cept in search advertising, where Google