Forrester Report: Greater Transparency is Critical to #Programmatic Success for Publishers – @Equinix Forum

This article rings especially true given my prior experience in ad technology (well, a small niche of the industry, anyway).  We weren’t doing programmatic, but there was much hew and cry over the problems of programmatic, real and imagined.  This is a very interesting take from the other side of the table.

As programmatic gains traction with marketers, publishers require more information and sophisticated tools to thrive.  Four findings:

  • Lack of transparency costs publishers revenue
  • Lack of transparency undermines marketer performance
  • Transparency is good for publishers and marketers alike
  • Rapid ad tech innovation necessitates constant effort to start out front.

Source: Forrester Report: Greater Transparency is Critical to Programmatic Success for Publishers – Equinix Forum

#Wearable (& #VirtualReality) tech’s transformative effect on #retail – but where’s #DPBM ?

Great article below, showcasing some ideas on how wearable technologies have the potential to transform retail.  The article doesn’t address any of the technical deficiencies for the Apple Watch that have been reported in the tech press, so I think the pace of retail-to-wearable integration may lag wearable adoption rates as a consequence.  Apple Watch developers report a variety of challenges that could drive users crazy, so until those are resolved Watch apps may be modest.  But, I think that the overall point of the article is well taken.

They also reference the possibility of leveraging virtual reality, which is something I’ve blogged about before.  VR to test out products is going to be a whole new ad category.  The product becomes the ad, essentially.  For example, imagine virtually “sitting” in a perfect replica of a new Mustang, before logging in to a new VR-based racing game.

One thing I think is missing, unfortunately, is significant awareness in the Digital Place-Based Media category (DPBM).  The intersections in this case would be between wearables and DPBM.    The integration pace here would probably be even slower than retail, because of the high capital cost of upgrading/installing sensors etc at screen locations.  And, slow/laggy wearable app performance, as reported for Apple Watch, would be an even bigger hassle for DPBM where dwell times may be shorter than a given retail visit.  BUT….. I still contend there is huge possibility.  A variety of new engagement and measurement opportunities will open up as these devices gain popularity.

via Wearable tech’s transformative effect on retail | Gadgets & Gear | BDlive.

#beacons among top 7 projected areas for #technology spend in 2015. great news if supplements #dpbm networks

The main themes below.

  1. more big data.  No surprise there.
  2. Competitors to Amazon’s cloud services.  IMO, new entrants (unless super specialized/niche) don’t have a chance.  Microsoft and Google on the other hand….  (also, btw, a fan of Digital Ocean)
  3. Enterprise mobile apps.  Yawn.
  4. Security.  It’s about time.
  5. Docker and similar container technologies.
  6. Adapting sharing economy for the enterprise.  This one is kind of interesting to think about, but I’m not sure how ground-breaking the examples cited actually are.  For example, rentacoder has been around for years.
  7. Beacons.  Here’s a good introductory article describing the intersection between beacons and digital place-based media (DPBM)

Enterprise Tech Predictions For 2015 By VCs – Business Insider.