We catch up with Cristian Carnevale, CEO at Bucksense, Inc. who offers his perspective on some of the key issues dominating media in 2018 and beyond.
What is the toughest challenge the industry faces?
The toughest challenge the industry faces is the hypersegmentation of data and KPI values on multiple platforms and vendors that makes the media buying so difficult to operate. Besides, media spend, viewability, fraud, first party data, thirdparty data turn out to be hard to integrate and then view in one place. On top of this, the upcoming GDPR release makes this integration ever harder. The law is doing a good job to protect the European citizens but what worries me the most is the very different implementation that each actor is taking to what is a personal data.
What are the key trends and insights driving global media in 2018?
According to Bucksense, the key trends and insights driving global media in 2018 will focus on gaining more information concerning the user, integrating data coming from different sources and delivering a custom-tailored experience. That will constitute the beginning of a new era of programmatic, where data mixes with creativity. To do so, Bucksense has just rolled out the so-called Responsive Ads, whose purpose is breaking the limits of programmatic media buying. Instead of aiming at gaining more clicks, Responsive use the power of rich media to allow users to interact with the ads and the audiences of the campaigns. Ads are not there with one unique goal but there is a series of infinite paths that users can take to pick a product, change preferences, set reminders and customized future ads. These recently conceived ad formats mainly focus on enhancing transparency, viewability and brand safety, due to the GDPR upcoming release. Besides, they are fully customizable according to the customers’ business needs. Finally, there are huge opportunities in the smart tv and connected devices, that might be included among the trends in 2018.
What does success look like for you in 2018?
Our immediate goal this year is to find as many brands as possible that are looking for an ad format which is able to collect the most advanced audience insights through the in-ad user interaction. Mobile, Video and Responsive Ads will be the next frontier where we want to see more integrations.
What is the key to winning new business?
The key to winning new business is innovation and ½ of our team is made of engineers that will keep investing in our technology. Besides, we strongly believe in the potential of adaptating to the market and allowing brands for fully customization and targeting.
What do you find clients want more than ever?
Users want to take control on what products and services each ad is offering. Besides, they also ask for a great deal of visibility and control into where media dollars are spent, demanding transparent, anti-fraud and brand-safe solutions.
On the other side, advertisers are looking for customised ad campaigns: they are willing to collect more data on what people want, looking for relevant information and so using their budget on the right people.
How important is inclusivity to your business?
Inclusivity is of paramount importance to Bucksense. As a DSP which is connected to agencies and brands worldwide, we aims to become an ally of diversity. With offices located in different parts of the world, our international team gives us the chance to benefit from the wealth of different cultural backgrounds and conceive a no-boundary approach.
How do media owners and tech companies capitalize on the changing media landscape?
Media owners and tech companies capitalize on the changing media landscape by offering a great deal of visibility and control into where media dollars are spent. Besides, Bucksense believes in the potential of innovation without overcoming the limits imposed by a transparent use of technology.