Ad tech in 2017: It’s time to focus on outcomes

Impressions at scale needs to change to Impressions with relevance – ie right person, right place, right time. Emerging technology is likely to be a game changer for the industry, provided that it is implemented and deployed wisely. Early examples indicate the same kind of scale approach – quick to market and broadcasting to a mass audience, again setting themselves up for another crash. With the right strategy, the right technology, instead of focussing on delivering impressions at scale, the key is to optimise performance, focus on the entire customer journey, all the various digital touch points and make the experience contextually relevant. This will not only stabilise CPA’s, but ultimately build loyalty and increase ROI.


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