Maximizing Relevance to Drive Success
Frost Prioleau, Co-Founder & CEO, Simpli.fi
Most AdTech-related discussions revolve around a handful of recurring messages. Changes in identity requirements, evolving privacy regulations, and uncertainty around the direction of the economy seem to top the list of current challenges. On the opportunity side, the growth of CTV, the potential for retail media, and more recently the potential for Artificial Intelligence (AI) to transform workflows, creative production, optimization, and insight reporting are among the topics du jour.
And while the AdTech industry has always seemed to exist somewhere between existential crises and game-changing opportunities, there has arguably never been a time with such an elevated level of both challenges and opportunities as there is today.
So how do we navigate from here?
By doing what successful companies have been doing all along: focusing on customer needs.
In particular, companies in rapidly changing industries like AdTech have had to be particularly agile in keeping up with the evolving needs of their clients. But there is still room for improvement.
As part of our recent brand transformation, we did quite a bit of research and uncovered some interesting trends.
One of the consistent pieces of feedback that we received was that advertisers and agencies are often confused by what they view as a “sea of sameness” among AdTech vendors pitching to them.
Often, these pitches are centered around technical capabilities, and the pitches fail to connect how the various technical advances will deliver true benefits to their advertisers, and how it will help them ultimately achieve success.
At Simpli.fi, we focused on the development of our platform and the growth of our company to help our clients achieve success. We are an Advertising Success Platform–and we’re committed to delivering the right combination of technology, support, and expertise to help our clients succeed in their companies, careers, and hopefully lives in general.
For many of our clients, the best way to support their success is to deliver solutions that are broader than what a traditional Demand Side Platform (DSP) offers. Many agencies, brands, and media buying organizations spend an inordinate amount of time “swivel-chairing” and “cutting-and-pasting” between various systems used for planning, executing, reporting, and accounting on media buys. Many of these tasks are repetitive, inefficient, and lack relevance to the outcomes they are trying to deliver to their brands, and that will ultimately define a successful effort.
As we continue to develop our Advertising Success Platform, helping our customers maximize relevance and achieve desirable results is central to our efforts. We do this in many ways:
- Enabling media buyers to spend their time on the most relevant activities by automating workflows and various manual tasks.
- Enabling media buyers to target the most relevant audiences, ensuring that advertiser dollars are spent reaching the audiences most relevant to their brands’ attributes.
- Enabling media buyers to gain the most relevant insights and learnings on ad campaigns, so they can tweak targeting, messaging, and inventory to make subsequent campaigns that much more effective.
The good news is that opportunities in AdTech will continue to evolve with the progress of new technologies like AI, as new ways of targeting and measuring emerge, and as more and more media is transacted programmatically. Through all the changes, the core reason AdTech exists is to enable the advertiser to tell their story and connect with their customers in the most relevant way. And, that is why we at Simpli.fi have made it our purpose to empower advertisers to maximize relevance–in what they do, in the connections made, and in the results delivered.
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