Cookies and crackers: the best one-liners from the Programmatic Summit

News Analysis 9 Mar 2020 - 3 min read

Cookies and crackers: the best one-liners from the Programmatic Summit

By Josh McDonnell - Senior Writer

"The cookie has long-enough been the crack cocaine of the industry," says Unruly's Ricky Chanana.

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From the great cookie debate to in-housing and the future of TV buying, Mi3 has curated some of the best one-liners from this year's Programmatic Summit in Sydney and Melbourne last week. Marketers from Nestle, Finder and Microsoft are all here. Enjoy the fast read.

Marketers, adtech and martech providers, agency executives and publishers gathered last week to discuss the evolution of programmatic advertising. There was a particular focus on the topics of 'the cookie demise', regulation in the wake of the ACCC Digital Platforms Inquiry and what role martech and ad tech played in the modern media mix. Mi3 has curated some of the best quotes from the event.

We recognised early on that our advertising model was unsustainable. To put that into perspective, in 2008, Microsoft had 1200 salespeople going and selling direct display and video advertising. Today, there’s one in all of APAC.

John Harvey Faurholt, Head of Channel Partnerships, Microsoft reflects on the evolution of the tech giant's entry into programmatic advertising and why today it now makes up 7% of the company's total revenue.

If you’re looking at in-housing your digital media buying from a purely cost-saving perspective, that’s not the right way to approach it. You need to think of the bigger advantages

Finder digital marketing lead Jennifer Snell says brands need to look a little deeper than dollars when it comes to in-housing their digital media buying.

The data governance around handling of information associated with personal identifiers has generally been poor. The level of understanding in the industry around how privacy protection works has been poor. The level and speed of industry response to regulators has been poor. So we are facing a situation where regulators around the world have become pretty pissed off with the ad tech and programmatic industry - and they are starting to vent.

Strong words. Peter Leonard, Professor of Practice at UNSW Business School and Principal at Data Synergies says the response by the ACCC is indicative of wider global moves by similar regulatory bodies frustrated with the digital advertising industry.

We are at the stage [in programmatic] of growth and enlightenment. We understand the real value that programmatic principles offer. We are starting to match that with all the fantastic IP that we have had for years in media and are starting to ingest that into programmatic.

Recently appointed Cadreon CEO Clay Gill paints a rosy picture.

With all the issues surrounding digital disruption, it’s important to remember the fundamentals around marketing don’t change, everything from the marketing mix, product, CX, they remain the same. What digital allows us to unlock is a way to create engaging experiences in a fashion that is more relevant and timely.

Joyce Tan, Head of Marketing Confectionery, Nestlé says the role of the marketer has been significantly impacted by the rise of programmatic, so much so that there is now a constant need for upskilling or risk being "left behind".

I’m not a traditional marketer and so I’m in the detail, numbers and analytics and because of that, I’m in a privileged position where I know 90% of every dollar I spend, the impact is has on my business and that’s extraordinary.

Media agency veteran turned Lendi CMO Zara Cobb reckons she's cracked Wanamaker's conundrum.

The cookie has long-enough been the crack cocaine of the industry. We are going to see clients spending a lot more on DMPs [as Google switches off cookies] and we need to make targeting better for them by the same token. We need to get our shit sorted in regard to first-party data.

Unruly ANZ managing director Ricky Chanana says the demise of the cookie means tech providers and publishers have to find better data strategies for clients.

Once you look past 2020, it’s going to be harder to say things 'aren’t TV'; it’s not going to be as easy to say Twitch or YouTube isn’t TV, because for those watching them, they are. They are TV, it just comes down to a timeframe.

Everything becomes TV. Amobee's local boss Liam Walsh on why networks need to drive the growth of BVOD but also not lose sight of who the real competitors will become.

I’m worried that it will put things like appointment viewing buying out of reach for a lot of clients. It’s a weird worry to have because it's probably out of reach already in the sense that you have to have the right TV buying agency to swing some of your spots. [VOZ] should democratise it, but then I still wonder what it will do to pricing from a demand point of view.

WW (formerly Weight Watchers) CMO Nicole McInnes on the future of TV buying once Virtual Australia launches later this year. McInnes says a drawback to its presence is around what it will mean for spots and dots buying on linear TV during tentpole and event programming.

When we are looking at university graduates, we no longer look at people with creative backgrounds or arts, we are really hunting for those with analytical mindsets given that this is an industry that is becoming increasingly focused on data.

Josie Beever, Digital Performance Director, Spark Foundry breaks down her agency's approach to hiring graduates out of uni and how they are growing their talent pool to meet the rapidly changing client demands.

We should stop concentrating on the source, which is the first, second and third-party data and start focusing on the problem that clients are trying to solve. As an example, if you’re a CPG brand, you are after quality demographic data, TV viewing data, etc. The only thing you want is for the data to be scalable, quality and accurate, so if you’re a provider and tick off all the boxes and deliver out on the privacy, I don’t think it should matter on where that data comes from or its source.

Zuzana Urbanova, Head of Data Solutions, Lotame shares her thoughts on the great cookie debate. She claims clients will need to worry less about where data comes from and more around how accurately it matches up with their marketing needs.

Unless we find a viable solution to [the cookie demise] there is a risk that the diversity we all love about the internet and medium/small publishers could become watered down, given the amount of first party data larger publishers can offer clients.

Alex DeSanctis, Vice President, Audience Solutions, PubMatic says even more money could go to the big guys unless industry gets its collective act together.