by Tanvi Malik // September 6, 2019 // Blog

MAD tech solutions

“Innovation is not a novelty it’s taking something and making it better.”

Guy Hearn Omnicom 

MAD Tech (the convergence of marketing, advertising, and technology) has earned an invaluable role amongst businesses. MAD Tech provides a gigantic influx of data — from demographics, purchase history, buyer intent, geolocation, etc. When consolidated, this information paints a rich buyer profile used when determining relevant products and tactics on a case-by-case basis. Still, with this great power comes great responsibility.

Is your company managing the latest MAD Tech in the most optimal way? Here are some MAD Tech solutions to accelerate your brand strategy. 

The TradeDesk’s unified ID program

Problem: 3rd party cookies are being threatened with the rising privacy laws such as the General Data Protection Regulation (GDPR).

Solution: Consolidate online activity into a single ID that collects the most information as possible. This method is more practical and capable of achieving scale. For instance, the Celtra Decision Tree leverages TradeDesk IDs to offer a self-serve Dynamic Creative Optimization (DCO) solution for scalable global activation. 

By letting any other DSP, SSP, DMP, or data provider match audience data using one of the most prevalent IDs in the ecosystem, TTD is providing the best opportunity to scale a truly universal ID.

The TradeDesk 

The Rise of Programmatic TV 

Problem: Users are consuming more video content than ever before as they move towards Connected TV. So how do advertisers leverage this new medium? 

Solution: A hybrid subscription model (paid ad-free subscription vs free ad-filled subscription). The main challenge here is to define a common metric between traditional broadcast TV and Connected TV. This metric would measure the advertising potential of content backed by hyper-relevant contextual cues. For instance, iflix is a type of Connected TV player that offers the hybrid model. Celtra offers universal video (VAST) and Interactive Video (VPAID) with DCO capabilities to support this model, providing an opportunity to help advertisers enter the era of programmatic TV advertising.

Direct-to-Consumer (D2C) Brands

Problem: The number of D2C brands is ramping up globally, from big players such as Alibaba, Away, Glossier, Casper, etc. to more regional players, such as Lazada and Gojek. Likewise, many mobile first nations are seeing a rise with great economic potential. For example, China (the birthplace of Alibaba) seeing investment potential in Indonesia (the birthplace of Gojek). 

Solution: D2C brands aim to cut out the middleman in their supply chain, and Celtra can help them do the same for their rich media advertising. Celtra offers brands the opportunity to take back control over their digital advertising and the option to bring production in-house (or promote greater transparency between agencies and marketing teams). With Celtra, D2C brands can enjoy greater efficiency, effectiveness, and clarity.

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