The Programmatic Digest
167. SPO, AI, and Attention: the New Era of Programmatic Advertising with Albert Thompson
Feb 4, 2025
Albert Thompson, Managing Director of Digital Innovation at Walton Isaacson, shares his visionary insights on the future of programmatic advertising. He encourages the industry to embrace AI's potential to enhance creativity and efficiency. Thompson highlights the crucial need for ongoing training across all levels to remain relevant in a rapidly evolving landscape. He delves into the concept of 'agentic AI' and its capacity to transform brand storytelling and consumer engagement, emphasizing the necessity of measuring attention and innovating strategies for success.
54:06
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Quick takeaways
- The programmatic advertising landscape must be re-evaluated to eliminate inefficiencies and prioritize quality over outdated partnerships and processes.
- Artificial Intelligence is transforming programmatic marketing by streamlining tasks and enhancing creativity, necessitating adaptation from professionals to stay relevant.
Deep dives
Reimagining the Value Chain in Programmatic Advertising
The current value chain in programmatic advertising is deemed outdated and inefficient, particularly concerning the data intelligence and supply involved. Issues arise from entrenched partnerships and backdoor deals that do not prioritize quality, leading to a lack of intentionality in marketing strategies. A necessary overhaul is emphasized, suggesting that the programmatic landscape must be scrubbed of its current inefficiencies to enhance performance. The importance of reevaluating the underlying structures that influence how marketing, product design, and advertising intersect is paramount for future successes.
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