Interview with James Sampson, VP & General Manager, DataXu

 

What new product offering or messaging is DataXu looking to promote throughout Australia at the moment?
As device fragmentation increases, so has the industry’s adoption of cross-device technology. The proliferation of devices has made it harder – in fact, near impossible – for consumers to opt out across devices. DataXu’s OneView Technology allows brands to see and address the consumer rather than the device. A successful cross-device strategy should not be dictated by which data provider a brand uses, but rather by what’s most important to the brand’s overall cross-device approach. This can be considered in two key buckets: increasing scale versus ensuring accuracy, OneView aims at bringing together multiple data sources to offer several different cross-device settings, each tailored to maximize these marketing goals.

 

Supplementing OneView, DataXu’s comprehensive mobile performance suite brings together powerful machine learning and cross-device technologies as well as dozens of high quality mobile data provider and SDK integrations to allow advertisers to amplify first-party data across devices, drive higher quality app installs and engage both current and potential users at scale in a brand-safe and transparent way. Mobile Optimizer for Advertisers enables advertisers to drive and track new mobile conversions with unprecedented certainty and efficiency.

 

What differentiates the current suite of DataXu products from other organisations in the marketplace?
OneView is the only cross-device solution that blends multiple third-party data sources and provides choice and control for targeting. Rather than restricting an advertiser to a specific data provider, DataXu leverages a blend of third-party and in-house data to provide a choice of targeting settings that toggle between scale and accuracy. By creating a “graph-of-graphs, OneView enables more scale, coverage, and flexibility than any other solution available in market. It puts consumers and brands in control with optionality and brand safety at the forefront.

 

DataXu is 100% compliant with industry self-regulation to provide consumers with notice and choice to opt-out of behavioral advertising. Cross-device strategy addresses all geographical and industry privacy concerns to ensure consumers do not feel violated in any way. We are also committed to purchasing the highest quality inventory sources and formats on behalf of our customers, while continuing to lead the charge on transparency in digital media planning. We work on pre-bid and post-bid basis with specialized technology partners to detect questionable, low quality, unviewable or fraudulent inventory and eliminate it as necessary. Additionally, DataXu is constantly working to prune the supply chain to improve quality, brand safety, and viewability.

 

What does the future look like for an organisation looking to work with DataXu?
DataXu was founded on the premise that data science could help make marketing better. Not just more efficient for agencies or more profitable for brands, but also more personalized and engaging for consumers. In 2017, DataXu remains an open next-generation data science and marketing analytics platform that enables marketers to better understand and engage consumers in a programmatic world.

 

What do DataXu see as some of the key challenges facing senior Marketing executives within their space?
There was a time when the only “smart” attribute of a phone was the IQ of its user. In 2016, more than two decades later, 80% of internet users worldwide own and use a smartphone in addition to a desktop computer. Consumer gravitation towards multiple devices has led to tremendous fragmentation in consumer attention. It is harder than ever for brands to find and connect with engaged audiences. Cross-device tracking has quickly become the “Holy Grail” of digital advertising. At stake is the marketer’s ability to recognize the same consumer wherever he or she chooses to interact with a brand—whether that interaction occurs on a laptop, tablet, smartphone or connected TV. The ability to accurately target and track consumers across devices (“cross-device”) has become the key challenge for Marketing Executives to make-or-break marketing competency.

 

How do you see your position in the industry changing over the next 3-5 years?
History has shown that industry consolidation is a natural process and systematic market forces make it often possible to predict its evolution. The coming years are going to see some ad tech players disappear and others absorbed by consultancies or IT/mar-tech powerhouses. This consolidation is a necessary step of the industry life cycle. On the positive side, the reduction in vendors should help customers interested in ad-tech solutions to be less overwhelmed by an astoundingly vast and unorganized market offering. Our position is going to be focused on consolidating our solution and drive synergy between providers to best support the customers, work with all partners in the space to provide a seamless integrated solution addressing customer needs.

 

About James Sampson
Establishing DataXu’s regional HQ in Singapore, James is leading DataXu’s expansion efforts in the Asia-Pacific region, making it possible for multi-national brands to launch programmatic campaigns with deep understanding of their consumers on a truly global scale.

 

About DataXu
Founded out of MIT, DataXu’s Programmatic Marketing software enables marketers to better understand and engage customers across all available media formats, devices, channels, and buying modes. Powered by its patented Active Analytics® technology, DataXu’s #1 rated platform leverages big data science and analytics to drive better ROI. With fifteen offices in eleven countries, DataXu’s petabyte scale marketing cloud is powering the digital transformation of the world’s most valuable brands.

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