The Programmatic Digest
156. Programmatic Curation, AI, and Global Collaborations with Seika Media
Sep 18, 2024
Join media veteran John-Paul Burke, founder of Seika Media and former leader at Mindshare and Dennis Publishing, as he dives into the world of programmatic curation. He discusses the powerful impact of curated deals on media strategies and shares a success story from the automotive sector using contextual targeting. John-Paul challenges common industry misconceptions about productivity and highlights the need for wellness and mentorship. The duo also explores the evolving role of AI, emphasizing that human insight remains irreplaceable in campaign optimization.
40:05
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Quick takeaways
- Programmatic curation is crucial for brands seeking efficiency and direct engagement with media companies, enhancing overall advertising effectiveness.
- While AI optimizes tasks in advertising, human expertise remains essential for oversight, ensuring strategic analysis and preventing placement errors.
Deep dives
The Importance of Programmatic Curation
Programmatic curation is emerging as a vital strategy for brands as they seek to engage more directly with media companies. The discussion highlights the trend of major brands, like Marriott and Walmart, acquiring media entities to facilitate this direct interaction. This shift requires marketers to adapt their approaches, focusing on curated deals that allow for direct relationships with publishers rather than relying solely on traditional programmatic buying. By harnessing the power of curation, brands can save time and enhance the effectiveness of their advertising efforts.
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