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AdTech 2.0 – Building Experiences, Not Stacks


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As platforms and capabilities commoditize, marketers need to vette their tech against a new set of standards – how they build customer experience. AdTech 2.0 starts with the relationships brands need to build throughout the supply chain – with publishers, with a networks of data and other providers, in order to create more seamless experiences for the customer. We will explore how T-Mobile is leaning into the supply chain to enforce greater transparency, interoperability and direct relationships with media and customers. What business cases can marketers build around richer customer experiences? How are platforms and partnerships being re-evaluated according their ability to power a more holistic set of goals and not just check the tech boxes?

Published in: Marketing
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AdTech 2.0 – Building Experiences, Not Stacks

  1. 1. ADTECH 2.0 Evan Barocas & Kellie Keehr
  2. 2. 2T-MobileConfidential
  3. 3. 3T-MobileConfidential
  4. 4. 4 Poor/Unknown Buying Mechanics Fraud CONSUMER EXPERIENC E Non-Brand SafeInventory PoorData Quality&Control T-MobileConfidential
  5. 5. 5 start with the EXPERIENCE T-MobileConfidential
  6. 6. 66 How should someone feel when they experience our advertising? T-MobileConfidential
  7. 7. 7 What does our advertising need to be to create that experience? T-MobileConfidential
  8. 8. 8T-MobileConfidential organize around the NEED
  9. 9. 9T-MobileConfidential We need to be RELEVAN T CRM & Data Onboardi ng Contextu al & Behaviora l Data Dynamic Creative Engine Media Buying Platforms Transpare nt Supply Chain Premium & Transpare nt Publisher s Web Engagem ent Data Ad Server Data Managem ent Platform Measurement Platforms Business Intelligence Platforms
  10. 10. 10T-MobileConfidential simplicity & TRANSPARENCY
  11. 11. 11T-MobileConfidential relationships are ESSENTIAL
  12. 12. 12T-MobileConfidential consumer-conscious data-informed DECISION-MAKING
  13. 13. 13 CONSUMER EXPERIENC E GoodBuying Mechanics SSP&Publisher Relationships Transparency Data&Creative Control T-MobileConfidential
  14. 14. ClosingSlides