Nelsi: [00:00:00] So welcome everyone to Tangoo's monthly series. I'm Nelsi Xhemalaj and I'm a campaign manager at Tangoo. Uh, I will be the honor to be the moderator for today's discussion. We are very, very help. Happy to, uh, have you join us for our second event of our series where we deep dive into important topics of the programmatic landscape.

For those who may, uh, be new to Tangoo, we are a programmatic specialist partner. That means that we specialize in providing, uh, innovative and data driven solutions that helps brands and agencies scale [00:01:00] their programmatic advertising with greater efficiency and impact. If you want to do, uh, some research about Tangoo, you can check our websites at Tangoo.media.com.

So to today's discussion is all about the power of creation in programmatic advertising, uh, creation is the process of strategically selecting and packaging inventory, audiences, and data to drive better advertising, uh, outcomes. Uh, curation is now becoming more and more important for, uh, advertisers.

Because it helps optimize the spend and ensure the brand safety. Uh, so today we have the pleasure to ask an incredible panel of experts. We will analyze why. curation matters, how to implement, uh, uh, in an efficient [00:02:00] way, um, the creation strategy and what will be the future of curation. So welcome to Izzy Morris paid social and programmatic lead at Vodafone Augustin Decré, I hope, uh, to, uh, had a good pronunciation of your name, managing director, CMA at Index Exchange.

Laura Dotti digital media partner at Forward that was born from last minute.com Matteo Ferrario, our delivery coordinator at Tangoo. Just a quick reminder before starting, uh, everyone who signed up and is watching, we will receive an exclusive free white paper with some insights on, uh, the today's topic.

So integration and a free consultation with, uh, one of our Tangoo experts. So let's start with the, with the question. Um, Augustin, [00:03:00] I would like to start with. With you. So, uh, as we said, creation is becoming, uh, a key advantage in programmatic advertising. Uh, what do you think from an exchange perspective that defines a good creation strategy and what do you think are the biggest risks brand should avoid?

Augustin: Hello? Uh, good afternoon. It's, it's a, it's, it's a big question. So, uh, first of all, uh, as an intro, I would say that, uh, some people, uh, talk about curation as a buzzword, and, but we think that it's more, much more than this, you know? Uh. Uh, it's, for us, it's already, uh, uh, more than an evolution. It's like a, a revolution.

Like, uh, a bit like, uh, what bid, uh, was in the past, you know, so it, it will be a before and after, uh, curation we see as an exchange that the number of impression has grew drastic drastically. I don't know if you said that in English, but, so [00:04:00] we, we manage a huge amount of impression. So, uh, for instance, at, at.

We manage up to five, 500 billion impression per day. I don't know if you met, you can imagine this. It's massive. And so no DSP in the market is, uh, is able to to, to digest and to manage all those impressions. So if the reason why, uh, curating, uh, the inventory, uh, uh, can give an access to the most prevalent, uh, inventory at scale.

So we need to reduce. Uh, the, the, the impression that we sent. So, to answer to your question, so, uh, what is a good, uh, curation strategy? I think it's, uh, you need to, to, to bring precision, uh, efficiency and transparency. And I'm pretty sure that Laura and, and Easy will tell us the same. They want, uh, precision, efficiency and, and transparency.

Uh, and it's what can bring, um. You need to, uh, to build your strategy, uh, and, uh, and, and design your strategy link to, uh, what are your business, uh, goals first, uh, whether [00:05:00] it's, uh, you talk about this, uh, within introduction, better audience targeting, improving the brand safety, uh, maximizing company, right air, right?

So you need to stick. To your, uh, your strategy, uh, you need to get closer to the publishers, you know, to cross collaborate with them, uh, to use, uh, smart data. So first party, uh, is crucial. You know, we are like, uh. Entering in a world without any kit. So leveraging first party, uh, data is, is really a, a key, a key asset, uh, in a good creation strategy.

Uh, you need to prioritize quality versus quantity. Uh, you don't want to, uh, to, to work, uh, uh, with, uh, with, uh, uh, too many, uh, too many, um, too many partners, you know? So, uh. To, to work with the most relevant, uh, in inventory, uh, and, and, and make every impression, uh, important. I mean, uh, every impression comes [00:06:00] at the end, uh, transparency and control, and it's probably what is the most important, uh, for buyers.

Uh, it give, it gives all the brands a clear visibility into where, uh, they, they spend, uh, the money. And so it reach the risk of like. Being displayed in, uh, MFAs or like, et cetera. And so the second part of your question was the the, the risk? 

Nelsi: Yes. The, the, the, the risk, um, the risk that brands should avoid.

Augustin: Okay. So it's, it's the, the point of view of, uh, of index, uh, for the, the risk for us is like, uh. Focusing too much on, uh, on, um, on scale. And, uh, if you, uh, you can have scales, but with efficiency it's, uh, super important that, uh, uh, you, you, you, you put efficiency as a, the first priority within your campaign.

Otherwise it'll, it'll be a waste of, uh, waste of impressions. Uh, [00:07:00] you, you need to, um, um, you don't want to work with, uh, multiple intermediaries otherwise. Same, uh, it'll reduce the working media. So, uh, removing as many intermediaries within the chain is super important. Uh, you need to choose also the, the curation partners.

We see that, uh, many, uh, curation or marketplace partner, they have like, uh, I wouldn't say, uh, I cost, but some fees that he discover at the end. So it a cost of, uh, the users and the usage and for the DSP or for brands at the end there. The AI is not so good. And last, you need to be very flexible, you know, to adapt, uh, uh, your, your strategy to the market change.

Curation is moving every day, so we bring new features, new solution, et cetera. So you need to adapt your strategic to this. If you're like too rigid, uh, you will probably have a less, uh, less efficiency with new campaigns. 

Nelsi: So Augustin, thank you very much for your [00:08:00] reply. It's very interesting to, um, have an opinion also from an exchange point of view.

So shifting into a brand point of view, Izzy what's the biggest misconception about programmatic advertiser advertising? Brands need to rethink in your opinion. 

Izzy: For me, there's two different things here. So the first is that it's just display advertising, and the second being that it's inventory that they just want to get rid of, um, as in it's not as high quality.

So the first point, programmatic is just a way of buying something. You can buy digital out of home. Connected tv, display, audio, online, video native. There's such a variety of things that you can buy, um, and I think it's very much a misconception that people think it's just retargeting ads following you around, and it couldn't be further from the truth.

The [00:09:00] second thing is that it's inventory that companies just want to get rid of, and that is a problem with curation over anything. Um, the inventory that we work with, we do a lot of PMP and PG deals. Um. So that's a curated deal that we run with our favored partners. Um, and they're becoming something that are really important for us because of the supply chain, the inventories of a high quality, and we think that we are breaking, um, we are breaking those, um, I don't say norms, but we are breaking down those things that people might think when they think about programmatic advertising at first.

Nelsi: Thank you. Thank you very much Izzy, for your contribution. Uh, so like from a technical, uh, point of view, uh, Matteo, uh, what role, uh, does technology play in enabling battery creation? And, uh, what do you think are the biggest challenges that, uh, advertisers usually face, uh, [00:10:00] in applying a creative strategy?

Matteo: Yeah, so thank you Nelsi. Very good. And, uh, huge question. So we know that technology plays, uh, a pivotal role in programmatic, but also in enhancing programmatic curation by, for example, uh, automating and optimizing values, uh, aspect of, uh, advertising campaign. For example, the first, uh, we can say advanced technologies.

Uh, that came to my mind is the artificial, uh, intelligence, uh, and machine learning, uh, that I know. Uh, today, uh, it sounds like a buzz word, but, uh, we, I mean, uh, have AI and ML in, uh, programmatic since year before that becoming a, a trend. Of course. So thanks to these technologies. Uh, we can, [00:11:00] uh, analyze together with, uh, and thanks to our partner that allow us to, for example, analyze beat streams in, uh, in real time to analyze vast dataset and identify, uh, precise audience segments or predicting user behavior and optimize, uh, our, uh, uh, bid optimization, both for per performance and cost, uh, optimization.

So AI driven content analysis, again, to ensure that maybe you deliver, uh, uh, your ad in, uh, in a, in a contextual rece by, for example, dynamically adjust placement based on, uh, on the page content. Uh, of course, despite these, uh, uh, advancements, we can say brands, uh, I think brands. Um, encounter significant, uh, challenges when executing, uh, uh, curated strategies.

But, [00:12:00] uh, us as a agency, of course, we help mainly to ensure, um, otherwise the, uh, execution to ensure quality and brand safety to remains, uh, uh, a constant, uh, let's say, um, target to, to them other than of course, the performances. So, uh, thanks to our, uh, partners like Index Exchange also in curation, we can, for example, set already some, uh, rules to optimize viability in, in Prebid and also to set, uh, a target of performances like a minimal CTR or a minimum VVTR.

And this help, uh, both, uh, the campaign, uh, algorithm to optimize faster. But also our ML team to get, uh, in the first action already, uh, fresh and good data to optimize, uh, to [00:13:00] optimize, uh, our campaigns. Another challenge, I think is, uh, data fragmentation across, uh, various platform, various publisher, et cetera, uh, that makes difficult to gain, uh, for example, and, and defining insights or curated track performances across.

Different deal IDs or different channels. Uh, so thanks to, uh, curation marketplaces, uh, we are able to keep on in track all, uh, the matrix in one place, uh, cross deals, cross environment, et cetera, and optimize, uh, uh, our campaigns in one unique place. And also run advanced report that may be sometimes, uh, DSPs.

Uh, doesn't that all you have to aggregate from, uh, different DSPs and different platforms? So we ensure both, uh, let's say secure safety, but also, uh, a better monitoring and cost efficiency in the [00:14:00] campaign execution. 

Nelsi: Thank you. Thank you very much, Matteo. I think it's very, uh, interesting also for our, uh, audience to have some insights also in the technical side of, uh, creation and how it works and the marketplace, et cetera.

Uh, so shifting into, uh, media planning, uh, perspective, uh, Laura, uh, how does creation change the way brands activate campaigns across. Different channels. What do you think?

Laura: Uh, thank Nelsi. Uh, so well from my perspective as a media planner, um, as you anticipated earlier, uh, curation is about making sure that the right messaging and the right content is delivered to the right audience and in the most effective, uh, way in context in order to, uh, achieve the desired outcome.

And especially speaking from my experience, uh, with forward creation, um, has proven to be crucial for brands because [00:15:00] it's certain clients always, or most of the time, uh, know how to, um, how much budget they intend to spend for, for their campaigns, but they almost never know how to best allocate, uh, this budget across the different media channels available in order to reach their campaign goals.

So, um, then creation steps in, uh, in supporting my role as planner, uh, and specifically guiding clients in their planning and, uh, activations. Uh, and this can happen in different ways. So for example, we can talk about how creation, um, allows brands to create relevant and personalized content by tailoring, for example, uh, the messages, the, the visuals, uh, those also the offers and the specific products, um, sponsored to the specific audience segments.

Um, and also this content can, uh, can be curated and personalized based on the target audience's preference and behaviors across the different media channels. Um, then we can also say that, uh, curation can also help media planners [00:16:00] determine which type of content, uh, performs best on different channels. Uh, just to give a very basic example, uh, from my experience, short form, uh, engaging video content may work best on social media platforms.

Instead, um, a longer form video content may work best on YouTube, depending on the formats of YouTube, of course. Um, so by creating content for, for the specific channels, curation can also help, uh, maximize the reach and engagement, uh, for brands. Um, but we could also say that curation allows for, uh, a consistency in messaging and, uh, visual identity for, for brands across multiple channels.

In fact, by using curated content, uh, across multiple channels, brand can ensure that a consistent messaging is delivered. Uh, but also that there is a unified brand identity and experience. So ensuring that each channel has a unified message, but um, a message that also aligns with the broader campaign goals.[00:17:00] 

Um, another important point, I would say that it's optimization. Optimization is another important variable, uh, to take into account. Because creation helps in, uh, refining and optimizing campaigns in real time. How By identifying for example, uh, which creative content per performs best across different channels.

Um, another point will be audiences. We can also speak about the audiences which, um, are very much important for our brands, our clients, um, at last minute.com. As curation allows brands for, um, to identify and target specific audiences, uh, more effectively by creating, for example, the content specifically for that specific and relevant audience, uh, which can also help drive, uh, deeper engagement and also higher commercial rates.

So, I mean, we can go on and on because there are like other important variables, but in short we can definitely say that curation, uh, from a media planning perspective allows for sure [00:18:00] for. Highly personalized, uh, data driven and channel appropriate, uh, activations and all these results, uh, for showing greater engagement for, for the audiences, but also, uh, inefficiency and effectiveness in reaching the diverse audiences for, for brands.

Nelsi: Thank you very much, Laura. Um, so we talk about, uh, uh, different kind of channels. So I want to go back to Augustin, uh, to talk about one of the channels that are growing the, the, the most, uh, which is connected tv, CTV. Uh, what do you think why programmatic represent a strong opportunity for connectivity? 

Augustin: I would say it's the biggest opportunity for ct.

Uh, even if it's growing, it's a bit slow to be honest, you know? So, uh, we, uh, the market in Europe is don't, we don't have the same maturity versus, uh, programmatic on CTV, but it'll come you. So, um, and why, why, uh, [00:19:00] programmatic is a huge, I mean, the biggest opportunity for CTV, there are different reasons.

First of all, because, uh, primatic, we bring more revenue, and I'm talking about. Incremental volume, not talking about, uh, canibalization. So you will see a new type of buyers, for instance, through programmatic, we are able to bring new type of data, uh, geo data, but also socials. Yeah, any kind of data. So you will bring new kind of buyers, for instance, all the local dealer from uh.

They will use CTV and programmatic to buy campaigns locally, uh, global brands, uh, to access to local markets. Uh, they will keep the control through the programmatic, uh, platform, so they can, uh, you can buy, uh, a campaign in, uh, uh, in Spain, Italy, uh, directly from New York. So you, you. Keep the controller and the efficiency promatic.

Um, just, just a quick, uh, a quick, [00:20:00] uh, number. Um, if you talk to the, the main broadcasters within the market that we know is, uh, in the region, they will tell you that they work roughly with 100, uh, brands, you know, on, on TV campaigns. So it's, it's a small number and we estimate that in the coming months, uh, through programmatic, uh, we will, we should increase this number by, uh.

500,000, oh no, by 500%. So up to 500, uh, 5,000 brands. And we estimate that in the mid to long term, it should be up to 1 million brands that should access through, uh, ctv, through programmatic, like all the SMBs, you know, there is a massive potential there. Uh, so there is more of you, but on the other end it's also, uh, a better, uh, uh, efficiency, you know.

So, uh, you would be much more efficient. Uh. Yeah, programmatic, I don't know if you're aware, but, uh, in programmatic, we have built a protocol called, uh, opener. I don't know if you, you know, [00:21:00] that, but it was like 50, 15 years ago when, uh, we have launched the first, uh, platforms, uh, on the market. So we wanted to build a standard, you know, protocol, a common language in between the, the buyers and the, and the supply side.

So we have, uh, open and so in the. We have launched a new protocol, a new version of this protocol called 2.6. And this new protocol, uh, has many updates. One of them is to include all the new signals that are coming from T. Uh, so like, uh, let's say that in TV you have like what we call the genre. And we don't have it in, uh, on, on display in tv.

Uh, you, you, you have the, the outbreak that we call the ad pod. And on display it's like we have different formats. So which changed? Total? Total, um, uh, significantly. The, the, the protocol and the standard, the language in between the buy and supply. So, uh, concretely it, uh, it'll bring a better user experience, [00:22:00] for instance.

Uh, you, you, you see again and again, the same, uh, commercial, you know, on ctv. So you can see the, uh, uh, 1, 2, 3 times thanks to the new protocol. You can display different type of buyers through the, the output. You can choose also the, the, the duration of the, of the, of the, the, the, the, yeah. Within the product.

You can choose also the position, so you can choose, uh, I don't know, Izzy. You want to be the, in the first position. You can choose, uh, the, the position and last, uh, the, the, the, the broadcaster, I'm producer, they can choose a floor based on the second, you know. Uh, so it means that, uh, if, uh, uh, easy for, wants to buy a campaign of 15 seconds if we pay less than for a 32nd campaign.

Um, the last part is around, uh, efficiency, transparency, and sustainability. Thanks to the new protocol, we can also, uh, within one request. [00:23:00] Put, uh, many, many, uh, ads. So it means that we can reduce the footprint of, uh, of the campaign. We have done a study with Scope three and we measure that, uh, we have reduced by 62% the carbon footprint of, uh, CDV campaigns through this.

So there are many, many, uh, benefits of using, uh, programmatic revenue efficiency and, uh, user experience. Uh, at the end.

Nelsi: Thank you very much, Austin. Uh, it was very interesting, uh, of you to mention the new, um, RTB uh, protocol, uh, also for this new emerging channel as the Connect tv. So thank you very much for this insights. Um, um. You mentioned in your, uh, answer the global brands. So speaking of global brands, uh, Izzy, we know that connected TV is a huge focus for Vodafone.

Um, so what makes Connected TV such a powerful [00:24:00] addition to your programmatic strategy and, uh, how do you see it evolving in the future?

Izzy: Yeah. So, um, for us, historically TV buying has been a huge part of the media buying that we've been doing at Vodafone. Um, so the fact that we can drive quite a high amount of incremental reach through our CTV has been something that we've been finding really great. What we see with, um, linear is that once you hit a spend threshold, you, um, end up hammering people with frequency rather than reaching new users.

Whereas for us, CTV moving over a, um, I don't wanna say small, but a reasonable percentage of investment or a small, a reasonable investment into CTV, the incremental reach that you drive from that is very, very strong. Um. Where, um, we've done incrementality reports and um, we've measured those kinds of things.

Um, and what we see is that there's quite a lot of [00:25:00] people on, um, within CTV, um, that don't watch any linear as well. Um, so that overlap is, um, is, is not as big as you might think it is. So it does drive an an incredible amount of incrementality. Um, and then how do I see it evolving? Um, that's a good question because, um, for me it evolves quite a lot with the partners.

So, um, say as Disney plus, as Netflix, as Amazon Prime, as they all continue to grow in their viewership, in their number of minutes, um, that's how I see it evolving potentially more. Money being moved from linear into it. Um, don't get me wrong, linear will always be a massive part of Vodafones buying. Um, but the transparency that we get from CTV is a lot more than you might get on a traditional, um.

Um, more BOD style of buying. Um, because CTV is such a big landscape when you are talking about [00:26:00] it, when I talk about CTV, I'm more talking about SOD, um, fast and more of the devices and actually not. Talking about, um, BOD because that kind of sits a little bit more with our linear buying. So to me, the evolution is the evolution with how partners are growing, um, and evolution in the transparency in the metrics and what we get back, um, and how we can measure as a whole going forward.

Nelsi: Yeah. Thank you. Thank you very much. It is, yes, for sure connected tv. It's a channel that can be in like integrated within the offline strategy to, as you said, uh. Reach a broader audience and also a different audience than the linear tv. Uh, so thank you very much for, for your answer. Um, Matteo, uh, we need some help here with the, with the technical side.

So, uh, we know that Connected TV relies. A lot on, uh, [00:27:00] data driven, uh, targeting. Um, so how does creation help refine audience selection and maximize efficiency also in this channel?

Matteo: Yeah. Um, very, very good question. Of course, as you uh, mentioned, uh, CTV as a. As a strategy, the channel, uh, heavily relies on, uh, data driven targeting. So, uh, in my opinion, curation, um, can help, uh, of course in the execution and over the control, the campaigns after we go live. But, uh, also and looking at Laura in the part of planning of the campaigns, because thanks to marketplaces and.

Uh, I, I would like to, to mention Augustin that before he was explaining to us about the signals that we receive from publisher also on [00:28:00] CTV, it's very important to, to, to use these, uh, platforms also for the strategy and the, uh, planning part of a campaign because you, you, you can really forecast with precision, your unique reach and you can apply, um, uh, very specific targeting.

Uh, like, uh, the quote targeting or specific area that is completely, uh, a completely different approach from linear tv, uh, execution because brands with linear tv, they want to, uh, maximize the reach they want to do, uh, like a, a national planification on, on that national planning with, with programmatic and specifically with marketplaces.

You can really understand if, uh, a very particular targeting or planning can be effective for your, for your brand. And if you are really reaching your, [00:29:00] your, uh, uh, audience target, um, then in, in my opinion, talking about, uh, uh, technologies. Uh, now, uh, CTV is cannot be considered only advice or, or just a channel that.

Users, customers, uh, watch during specific time of the day, but they are becoming, uh, um, uh, like, uh, ecosystem or environments. So, uh, Samsung, lg, and the Trade Desk, for example, they have developing operative system specifically for, uh, CTV. That is not just like, uh, a okay, I'm. Turning on the TV and just watch a program or opening Netflix or Disney Plus, but they are environment where you can really do anything in inside your house, your household.

You can check the weather, you can read the news, you can [00:30:00] play video games, et cetera, et cetera. So we really need to understand, uh, the moment during the day of our target audience and use these signals that we receive not only from publisher, but also to the operative system. To better plan, uh, our campaigns.

Then, of course, as we explained, uh, before, uh, of course in the execution, all the advantages of curation are, of course, better control, transparency, uh, direct access to premium inventory. If you think about CTV for example, you can have in, in one single PMP, uh, the, the, the, the most, uh, um. Important broadcaster and streaming services and, uh, optimizing real time for that.

Nelsi: Thank you, Matteo. Um, so about the, uh, campaign planning, uh, I think it could be very interesting, uh, also to have like some practical [00:31:00] example of, uh, unapplied strategy. Uh, so Laura, can you please share a case study where creation drove, uh, better results and what do you think were the key lessons should brands take from it?

Laura: Yeah, sure. Uh, happy to do that, Nelsi. Thanks. Uh, so one of our case studies were, uh, curation driven by results involve for sure, one of our, uh, travel related clients. Uh, and their goal was to identify quality qualified traffic, and then redirect this traffic to our last meal.com properties. With the final purpose of increasing bookings, uh, of course were the holiday destination promoted at the time we were working, um, also with other clients, uh, on campaigns with the same objective.

Uh, but we are not recording so many landing pages. Um, so we were losing potential bookings, uh, for these clients. But for this campaign specifically, um, with support [00:32:00] of Tangoo, um, I would like to specify that, uh, we use a highly personalized approach to curation by identifying and working, uh, with two different targets.

So specifically pushing for one of our, um, products, the Fly Plus Hotel, uh, product on one of our last minute.com brands. Uh, and for another product, the hotel only product on another last minute.com property. Uh, then we also identify, uh, identify and work across two, uh, different audience segments, um, curated specifically, uh, based on past data insights and performance, uh, and combine these segments.

These segments will look like audience, uh, as well. Uh, in addition to the audience approach, there was also a content curation, of course, um, by identifying and differentiating creatives, uh, by those formats and channels. So, um, in order to finally have a good, uh, and proper media mix and work in line with the, with the campaign objectives, um, so that in the end there was a match [00:33:00] between, uh, what the users was seeing, um, and what we were targeting.

Um, just for example, a content, a visual related to couples was delivered to the same audience target of couples. And in terms of results, we definitely noticed that this curation led to, uh, a significant engagement, uh, amongst the audience. But most importantly, we recorded, uh, we observed a higher traffic coming to, to our properties and more page sessions as well, uh, recorded compared with other, uh, previous activations.

Um, so regarding your second question, in terms of key lessons, I will definitely, uh, stress the importance of a test and learn, uh, approach for brands, uh, which is enabled by curation. So a continuous testing, uh, across different channels. Uh, also refining the content, uh, the formats and the targeting strategies based on real time feedback and performance.

Uh, but also the importance of diversifying the strategies for, for the same [00:34:00] brand. Um, in different periods. So not always applying, uh, the same planning, the same strategy, uh, for that specific brand, uh, but diversifying, uh, based on the specific KPI, the specific period, the audience target and other variables in order to reach the specific goals for, um, that brand in that specific moment, for that specific activation.

And another point will be. Um, I would say that also creating the content, uh, based on data insights and performance can drive better results. Uh, so by understanding the user preferences, uh, brands can definitely provide highly relevant experiences, which in the end is the essence of creation, I would say.

Nelsi: Uh, thank you very much, Laura. Uh, yes. To test and learn. It's like a mantra also here in, uh, in Tangoo. So we, we totally agree with, uh, with this kind of approach and it was honestly a pleasure to work with you, uh, into this, uh, [00:35:00] project. Uh, so we spoke a lot about the, um. Current, uh, scenario of, uh, the, uh, creation in the present.

But I have one last question about the future of the creation. So, what major changes do you expect to shape the future of creation? Who wants to bet on that? Who feels about, uh, replying Matteo? Do you wanna start?

Matteo: Yes. So, okay, so I, I will try to answer from a, let's say, campaign execution perspective. So, okay. I, from not campaign execution, prospecting, I will say sustainability as, uh, already against mentioned for sure. Uh, with this kind of technology and integration, for example, with Scope three, we can really. Uh, [00:36:00] try to make any impact in the industry and try to also optimize that part, uh, from a campaign execution Prospecting, uh, from a campaign manager, I will say that one trend, um, will be at least for, for Tangoo, uh, from a UI perspective.

So, uh, we are trying to build, for example. Also together with, uh, uh, index Exchange inside our marketplace, a deal library where you can really choose and let our team, our campaign manager, to directly select the best, uh, curation path optimization, the best deal ideas for that target audience, like to have a available, all the option to, uh, run the the best campaign.

Ever. And then of course, uh, if a brand or a strategy needed custom, uh, targeting or custom optimization, we can create [00:37:00] from, from scratch. 

Izzy: Um, I feel like that leads perfectly onto my point actually. Um, to me the, um, the future actually lies more within creation, curation, and creation of those deals. Um, we are leaning so much further away from open exchange like we now, um, don't.

I don't now, we don't do any of that. Um, all our deals are curated. We have a set of partners that we work with, um, and those partners are, um, tried, tested, and are working for us as well. Um, and then we also work with SSPs to help us create those deals, index Exchange, mag Knight, um, a few of them, um, that have been, um, instrumental in helping streamline that supply for us.

Um, so I know that's a bit of a twisted answer, but, um, that's where I see the future going. 

Nelsi: Thank you, Matteo. Thank you. Izzy. Uh, Laura, do you want to add something to that? 

Laura: Yeah, for sure. Well, first of [00:38:00] all, I totally agree with Matteo and easy with the view. Um, I could also add that I believe that the future of creation, uh, in programmatic marketing.

It's also likely to be influenced by the combination of several key trends and technological, uh, developments for sure, including advanced technologies like, uh, artificial intelligence as material previously mentioned, and machine learning, uh, but also data and automation, um, along, uh, with a greater emphasis on privacy, uh, and new forms of digital, uh, content as well.

But. Uh, most importantly, all days with a specific and increasing focus on personalization and user experience. Um, I would say so just to make a very simple example, um, with the rise of podcasting smart speakers and other forms of, uh, digital audio and media content, programmatic advertising will also need to evolve even more, uh, in order to, um, in constantly integrate this format.

So, for example. Uh, using [00:39:00] technologies that better understand the user intent in real time in order to optimize the delivery based, uh, on context. So, uh, in the end, creating, uh, ads and content that are not only relevant to the speci, to the specific audiences, um, but also created to feed the different devices and platforms.

Um, I would also say that with all these advancements in technologies, uh, including artificial intelligence, machine learning. We can also expect a more accurate and granular activation models that can help with the tracking, uh, of the full customer journey, which is still pretty challenging, uh, for us planners.

So, uh, the marketers will be able, can be able to create content more effectively by understanding, for example, which touch points, uh, with channels, uh, which content pieces are driving the most value. Okay. Thank you very 

Nelsi: much, Laura, for, uh, your, uh, uh, answer. Uh, sen do you want to, uh, add something to this?

Augustin: [00:40:00] Always pleasure. Uh, yes. Uh, so I think we, we, we have started a new journey. Uh, we see that ion brings a lot of transparency and efficiency, and so for the first time, it, it, you know, we have, uh. Uh, seen Primatic as a black box, you know, et cetera. And, uh, we see that, uh, thanks to what you all said, that there is a, a huge trust that is, uh, brought through curation, you know, and, uh, through the transparency that we bring through the, the curated marketplace.

But plus talking about the future of marketplaces and curation with, we see that the market will shift a bit in the, what we call the sell side decisioning, you know, like, uh, as on the sell side, uh, as you, you said. We manage a huge amount of, uh, impression. So we can give the ability to many brands to discover the, the, uh, the, the, the audience, uh, on the set side and then, uh, um, by the campaign through DSPs.

But we see a, a shift on the [00:41:00] market to the, um, I'm talking about the decisioning not on the buy-in. So. 

Nelsi: Okay. Thank you. Thank you very much Augustin for your, uh, contribution. Um, so our, uh, insight foot discussion on the power of creation in programmatic advertising is coming to an end. Uh, today we had the opportunity to explore how curation helps.

Brands to leverage their programmatic strategies, uh, which are the biggest challenges and misconceptions in the industry and the growing impact of connected tv. A huge thank you to, uh, our incredible panelists. So, Izzy Augustin, Laura, and Matteo for sharing your expertise with us today. Please feel free to, uh, add something to, uh, say.

Bye to our watchers. 

Matteo: Okay, thank you. Thank you so [00:42:00] much to, to everyone to attend our, um, webinar. So if you want to find more or you have any question, you can find me on uh, LinkedIn with the name you see on the screen, and happy to talk and chat about curation and programmatic.

Izzy: Great. I can go next. I'm in the same place. LinkedIn on Izzy Morris, one word. Um, I love people reaching out on LinkedIn and chatting to me about different paid social programmatic. Or pay social or programmatic, um, questions or things that they find, um, interesting because we're in housed as well. Um, I love hearing from other people that are in housed because, um, I miss sometimes miss that agency vibe.

So LinkedIn is that big place that I get that from. 

Laura: Yeah, I totally agree with Izzy. Same thing, uh, for me. You [00:43:00] can find me on LinkedIn and, uh, please feel free to reach out and connect and discuss of new opportunities as well. I.

Augustin: Yes, same for me. Uh, thank you, Nelsi. You have been a, a great moderator. Uh, thank you for the, this webinar. Uh, you can find more information about, uh, marketplace, CTV on, uh, our website. We have like a channel, uh, call index explains where we have a lot of videos, uh, where we talk about, uh, the, the, the market trends, et cetera.

And it's, uh, we do not sell anything. We talk about the trends and et cetera, so it's very interesting. 

Nelsi: Thank you. Thank you very much, all of you for the conversation. Uh, it was a pleasure to talk with you and it'll be a pleasure to work again with you in, in the future. Uh, so if you want to learn more about, uh, Tangoo, you can, uh, uh, go to Tangoo media.com.

Uh, you can also book a free [00:44:00] consultation with, uh, one of our experts, or you can reach. Matteo or I on LinkedIn as Matteo anticipated. Um, so one final thing. Everyone who signed for this, uh, event will receive a free paper with, uh, valuable insights on creation in programmatic advertising. Uh, it was really a pleasure to, uh, host this, uh, panel and on behalf of, uh, Tangoo.

Thank you very much for joining us. Uh, we look forward to see you during the next, um, event on April. Thank you very much. Bye.

‍

‍