Christopher Caussin, VP Sales EMEA, has written an article in French Journal du Net where he indicates that the real innovation with Programmatic is Pretargeting.
Following ATS Paris last week, Christopher is wondering about the adtech market growth and the value creation provided by the data. Then Christopher indicates that data is now a key subject in Programmatic. First retargating has pushed data usage but now the subject is about how to really use data and especially the first party data of the advertisers.
For Christopher, data means Insights and highlight how critital is the need for the advertiser to be able to get insights from their data.
Then the second point developped by Christopher is the current strong mutation in the adtech market: advertiser want transparency in order to challenge how their advertising and acquisition budget is used while the market is facing some difficulties.
From those 2 points, Christopher indicates that Pretargeting, based on the programmatic performance campaign that are heavily fueled by data (both first party publisher and advertiser data) is a clear answer that the market is expecting. He adds that advertisers want Programmatic data driven campaign that are meaningful.
THe full article in French is here: http://www.journaldunet.com/ebusiness/expert/59118/la-vraie-innovation-dans-le-programmatique-et-la-data–c-est-le-pretargeting.shtml