Experts delve into importance of programmatic in an ever-changing world of ad tech – Exchange4media


The advertising and marketing world has seen a big evolution in the digital world over the last few years. Brands have now the need to evolve along with these technologies, and on this very topic, e4m TechManch conference saw a panel of experts speak about solving problems of new ad technology and how to get the best of what is out there in the marketing world for building brands with the consumers.

The discussion titled ‘Finding effective response to ever shifting ad platforms and web technology’, was chaired by Chaaya Baradhwaaj- Founder & Managing Director, BC Web Wise, and the panel included Reethika Nair – Head of Marketing – eChannels- Dr Reddys, Neharika Talreja – Head of Connections, Danone, Sujay Ray – Head Digital Marketing – Professional Products Division, Loreal India, Jahid Ahmed – Vice President and Head – Digital, Content and Social Media Marketing, HDFC Bank and Siddharth Dabhade – Managing Director, MiQ India, SAARC, China.

Coming to challenges and their solutions with respect to the digital ad world, Siddharth Dabhade of MiQ India said “We talk about how programmatic can help you with omni channel buying. It is not perfect or sure. But I think we have to look at what is the best solution or technology we have right now. Within that framework, programmatic definitely is the best answer. Over a period of time, as new channels come up, programmatic has been the technology which has been able to combine it the right way.”

Speaking about the different digital ad aspects and how to work through new strategies and incorporate them in a brand like Loreal, Sujay Ray said “The challenge today is, whether you call it a linear funnel or a funnel-less journey, we try to drive that aspiration (for the brand). That is where a lot of content creators play a role. Given the fact that how Instagram has evolved in the country, that is something which we are keenly looking at.”

The panelists go on to talk about the importance of targeting the right audience and how programmatic has been an effective tool in the marketing and advertising world.

Speaking about programmatic, Neharika Taneja adds, “Programmatic really helps you in making richer understanding of your consumer.  I don’t think any research data today gives us so deterministically an understanding of our consumer, which programmatic does.”

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