It’s no secret that today’s ecosystem is trending toward mobile and video, and both marketers and publishers are strategizing to take full advantage of the increasingly fragmented digital landscape. This year OpenX hosted leaders from more than two dozen of the most prominent DSPs for our annual Demand Summit in Scottsdale, AZ.
OpenX’s chief product officer, Todd Parsons, helped kick things off with a deep dive into the benefits of people-based marketing as it pertains to product innovation and how when woven with scale, transparency, efficiency and consumer engagement, identity will help brands create richer consumer experiences.
As brands, agencies and their DSP partners look to find new channels to create these consumer experiences, the future of television in connected TV and OTT channels was certainly top of mind for attendees. In fact, 20-25% of television consumption comes through cord-cutters, according to OpenX co-founder Jason Fairchild. In a panel hosted by Jason that featured Dish Network’s Michelle Wimmer, MediaMath’s Mike Fischer, and PlutoTV’s Jeff Quandt, the group examined the differences in how traditional and programmatic TV are sold, and also made estimates on the future success of connected television. The panel predicted over 50% of TV inventory will be sold programmatically in 3-5 years.
This year’s “Publisher Perspective” was hosted by OpenX’s Jackie Berg that featured DailyMotion’s Nola Solomon and BuzzFeed’s Dan Walsh. Publishers are very considerate of fraud as well as brand safety, and in efforts to nourish a healthier ecosystem they are vetting their partners thoroughly. When touching on monetization, the panel made clear that the user experience is paramount and everyone is mindful of leveraging creative and user-friendly ad formats, and committing to industry safety standards.
Through the 2-day event, summit attendees participated in numerous breakout sessions and had the opportunity to hear about a new partnership with Twitter directly from OpenX CEO Tim Cadogan who sat down with Twitter’s Brandon Mullins to speak with DSPs about the recent partnership between the two companies.
The 2018 Demand Summit is a wrap, and we are looking forward to continuing these conversations with our DSPs into the new year.
Check out even more photos from the event here.