The new advertising world

Avinoam Rubenstein, my6sense Founder and CEO, and Gabi Rosenberg, former JCS CEO, and today, board member at the startup company, talk about the revolution in the advertising world.

my6sense (photo credit: MY6SENSE)
(photo credit: MY6SENSE)
What are the changes that the advertising market is experiencing these days and what is the role of the technology in these changes?
Avinoam: The media and advertising markets around the world is experiencing substantial changes, which combine advertising with content. The new technologies offer a positive and enriching experience to users and open new and effective business models for advertisers, which are based on success. my6sense’s platform represents this trend, by offering a smart optimization engine that analyzes users’ behavior and offers content and ads at the right time, to the right user, and at the right place, which is most relevant to the user.
The advertising world is going to go through a substantial change in the next years from banner ads to native ads, which integrate content that is combined in a natural way with the site’s content. Thanks to mobile, social networks, and advanced technological platforms that collect data about the behavior of users, the “name of the game” in the advertising world is native advertising, a form of advertising in which the advertiser tries to catch the attention of the users by displaying quality content that is relevant to the user, based on behavioral model which is learned regarding each specific user.
Gabi: As someone that was involved and has managed substantial initiatives for years in the traditional media and television field, I am thrilled to take part today in this new digital world. In recent years we have seen that a large portion of the advertising budgets are redirected to digital. If in the past the classical advertising was segmented according to wide target audiences, today the new world enables a different, more personalized, approach to target audiences, while being more targeted and precise in an optimal manner. The technology allows us to build a precise DNA of the individual user and deliver advertising that targets his/her taste, and personal needs, thereby turning the advertising into more effective for the users as well as the advertisers.
Which technological platforms form the basis for the new advertising world?
Avinoam: The current advertising world of Programmatic Advertising and Performance is based on ad networks and ad exchanges, a set of technology solutions that are based on the Real Time Bidding (RTB) protocol, which allows the advertisers to participate in today’s dynamic advertising world. These solutions offer optimizations for the advertisers, by connecting them directly to “banks” of ad spaces and pages, and to companies that offer workflow management and inventory of site owners, called SSP (Supply Side Platform).
In addition, DMPs (Data Management Platforms) have evolved, which offer advertisers with the ability to manage their advertising campaigns and collect relevant data on their target audiences that can tell what interests them at any given moment. Other technologies collect data from social networks and other data sources, which enable precise ad targeting that answers exactly the need of the specific target audience.
These technology solutions today allow the advertiser to offer users with their relevant ads, according to the content that interested them on other sites which they visited lately. For example, if I purchased flight tickets to Barcelona, I will be offered hotels in the city or local theater tickets and restaurants.
The combination of native advertising and real time personalization technologies for the ad exchange world will enable the dynamic delivery of relevant content and ads.
Do the recent mobile advancements and the world of smartphones and tablets have an influence on this world?
Avinoam: Over the years the mobile world stayed behind in terms of online advertising, mainly due to the fact that it represented a relatively small market. Today, this market has become huge, and there is no doubt that smartphones have become the main arena, where most of us consume digital content. Mobile advertising is still evolving due to size constraints. We are required to find innovative solutions to constraints such as short surfing periods, restricted screen sizes, etc. On the other hand, this format can offer unique features that offer a unique experience for the advertising world. For example, Location-based Services can establish the location of the smartphone and its user, offering targeted content and ads based on location. In addition, the smartphone’s Gyro can indicate the movement of the smartphone, which can be used to support interactive ads and content that require the user to move or shake and physically experience the ad. Other sensors for the identification of the mood and context of the user will allow in the near future to offer content and ads experiences that are more personal and even more personalized.
Gabi: There is no doubt that the mobile world enhances the new advertising experience. In the past the advertising world focused on the home computers and not on mobile devices, because technology did not allow it. Today, these advanced technologies allow us to receive this content directly to our smartphones and tablets, anywhere we are and at the highest quality. It is an outstanding conceptual change that enhances the experience and calls for action. It is estimated that the global mobile advertising market will reach 40 Billion Dollars by 2018. And it is clear that tech companies that will join this market based on the development of smart advertising platforms are the ones to lead this market and will be able to enjoy the commercial and economic opportunities that these new technologies have to offer.
Avinoam: Nowadays, the advertising world is become ever more reliant and led by technology. We are experiencing the transition from the traditional advertising world to the dynamic advertising world, where the content is integrated in a manner that is targeted to the user in a natural, automatic and real-time manner. There is no doubt that technology is enabling this revolution.