Programmatic: Solving AdTech Complexity & Commodity Risks

Vytautas Paukštys, CEO of Eskimi, spoke to the virtual audience at a recent conference held by Boussias. His ideas about digital creativity and transparency as a roadmap to brand growth in the new reality are innovative of a future that’s already here. 

To Paukštys, there are now two dilemmas in the ad tech space: complexity and commodity. Ad-tech platforms are becoming too complicated to use and aren’t being utilized to full benefit, but at the same time offering the same tools as their competitors. ‍

So how can platforms solve the problems of complexity and commodity quickly in today’s tech-advanced reality?‍

“Platforms have to stand out and offer new solutions, for example in the creative space,” says Paukštys. Having these solutions is one of the only ways that these brands can “cut through the noise to reach consumers.” Platforms also need to focus on unique, industry-driven data sets that move away from generic offering and provide something of value that measures something actionable. 

To look more in-depth into solutions that could be implemented, for example, a shift from standard creative digital campaigns with only about 0.4% engagement to rich media campaigns that provide value, entertainment, and more, offers up to a 15% higher engagement rate. That’s quite the improvement to the overall ROI from a simple change made at a functional level. 

And, for commodity solutions, brands and platforms have to invest in innovative solutions. As an example Vytautas used a unique industry-focused data suite that offers above and beyond what typical DMPs provide.

So, says Paukštys, we should be focusing on ad-tech that combines platforms and people to solve for creative complexity and all solutions have to be practical, simple to understand, and based on clear business rules.

Eskimi, a full-stack platform that provides operations in over 130 countries, offers a marketing platform that goes one step further than typical advertising. It delivers a combination of platform and service that allows brands to utilize all the complicated technology stack.

Each tool offered by Eskimi, whether it be ad-serving, data analytics, insights and reporting, geofencing, or more, helps users find solutions for the new problems faced by high-tech companies. To learn more about what Eskimi has to offer, reach out for a conversation with a member of their dedicated team today. 

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