AdAge wrote an article on the event:
Why Netflix and Kellog Took Programmatic In House: http://adage.com/article/advertising-week-2014/netflix-kellogg-programmatic-house/295253/?utm_source=digital_email&utm_medium=newsletter&utm_campaign=adage&ttl=1412869072
My notes from the panel had a bit of a different emphasis.
- “Investment follows performance”. We are in the very early days of programmatic and these guys will throw a little money at anything once. They will pull the plug quickly if it doesn’t work and pump more money into it if it does work.
- “Element of art & common sense.” They both admitted that you can’t measure everything. Especially Kellog who is an offline brand and can’t directly tie grocery store sales to digital campaigns.
- Finally, private deals done programmatically give advertisers access to inventory & audiences without requiring them to commit to spending. They repeated that “investment follows performance”. It is my feeling that all of this is very one sided in the advertiser’s favor.
I have more to say about private deals and where programmatic stands right now but I will save that for other blog posts.
