Sam Freeman, our Senior Programmatic Planner in the UK, was invited to speak on YouAppi’s Summer Kick Off Event. The theme was Cross Device Trends, looking at the state of the industry. Sam debriefed us:
The event was hosted by Javier Plana, Business Development Director at YouAppi. The theme of the event was Cross Device. Specifically looking at how clients can leverage it to full effect, its benefit to them, the challenges and limitations faced by marketers utilising it and where it is heading in the future. On the panel was Sam Freeman – Senior Programmatic Planner @ M+C Saatchi Performance, Luke Dansie – Account Drector @ Fetch, Maxime Toulliou – Senior Planner & Buyer @ SOMO, Joseph McKenna – Digital Performance Manager @ M2M.
The most discussed topic on the panel was where cross device was going to be in the future. My view was that yes, the walled gardens would dominate simply due to accuracy but that given the lack of data sharing and opaque attribution and matching taking place, third party vendors will exist but face a serious challenge to remain competitive. There seemed to be a lot of alignment on many points raised such as the rapid expansion of the walled garden deterministic approach to cross device and the issue surrounding attribution and data sharing.
If you are interested in finding out more about Cross Device, please get in touch via the Contact Us page!
