Just as the ad tech ecosystem is evolving, so too are the needs of sophisticated global advertisers. Today’s leading advertisers are increasingly looking for three things: (1) Independent, unbiased measurement; (2) Ownership of their data; and, (3) The ability to choose their own partners. The fact is, you simply cannot achieve these objectives by centering your ad tech stack around the conventional Google core. As we enter a second decade of programmatic, advertisers have come to a fork in the road and they need to make a decision:
Option A:
Stick with their conventional ad server platform even if it no longer meets their critical requirements. This is the path of least resistance, to stick with the same ad server that was designed 15-20 years ago for the purposes of enabling the media team to traffic ads quickly. Because there’s been minimal innovation, the conventional ad server has not kept pace with the evolving needs of the sophisticated advertiser, resulting in operational inefficiencies, siloed reporting, and walled garden ownership of your data.
Option B:
Opt for a more innovative, independent platform that can meet your business goals and accelerate speed to market. The focus here is on executing campaigns end to end, across both creative and media teams. Operational efficiencies are achieved through API-enabled integrations with best-in-breed partners. Perhaps most importantly, advertisers are given ownership of a high-fidelity unified dataset – combining data ACROSS the ecosystem partners around a cookieless identity framework that can be used to perform customer journey analytics.
Option B is where Flashtalking comes in!
Flashtalking has reimagined our platform around accelerating speed to market for digital marketers. This starts with taking an end-to-end view of the campaign, from creative design, DCO and personalization, to trafficking ads, verification tag wrapping, media trafficking, right on through data, measurement & analytics.
Each step in the process is enabled by an underlying technology component. For processes that reside within the Flashtalking platform, we have invested in streamlined workflows and a more intuitive user interfaces with less clicking and “one at a time” tasks.
Other process steps—media trafficking, verification tag wrapping—are powered by best-in-breed technology partners but need a way to work together without the manual, slow, error-prone workflows that are commonplace today. Flashtalking is automating these workflows through API integrations with an ever-expanding list of ecosystem partners including DV360, The Trade Desk, Moat, DoubleVerify, and Facebook – and many more are on deck in 2021!
This is part 2 of our “Flashtalking Makes it Easy” blog series. Click here to view the previous post, written by John Mruz, SVP of Strategy.
