EXCLUSIVE: AdRoll President Adam Berke on the Changing Adtech Landscape

Written on
Mar 24, 2014 
Richard L. Tso  |

ADOTAS – Leading a discussion about the influence on social and mobile at ad:tech San Francisco this week, AdRoll CEO Aaron Bell will highlight emerging technologies marketers can leverage to navigate cross-channel and cross-device advertising. AdRoll executives Adam Berke, Greg Fulton and Lauren Vaccarello recently penned The Retargeting Playbook, a book that helps marketers do more in mobile and display with limited marketing budgets, and will discuss these trends in front of a broader audience.

Adotas spoke with Berke (pictured) about the changing landscape of advertising and what’s next for the industry. He also highlighted how the ad:tech conference helps bring the ad community together.

“The $500+ billion global advertising industry is becoming an increasingly technology-driven industry,” Berke said. “Manual execution and hand shake deals are being replaced by algorithms and programmatic execution. As adoption of these advertising options has become widespread, the public markets have grown more appreciative of the actual technology behind advertising. Ad tech is booming.”

Programmatic has been leading the meteoric rise of advertising, fueling the creation of so many more companies in the ecosystem. Just one look at the display lumascape can be a bit overwhelming, since so many players have their fingers in several places within the crowded ad stack. And this is just a snapshot of a very fluid display marketplace; there are now separate lumascapes for mobile and content marketing.

In response to the addition of new ad models hitting the market, Berke added, “It is also adapting to the new advertising ecosystem. For the first time since their IPO, Google is no longer the only game in town when it comes to online advertising. For example, social networks such as Facebook and Twitter are building compelling products and presenting opportunities for ad tech companies to build solutions for marketers to effectively and easily manage multi-platform advertising.”

This week, ad:tech SF 2014 is leading the charge for industry veterans and media buyers around the globe who look to the conference as a forum for how to shape their upcoming media budgets.

“ad:tech has always been the preeminent conference for our industry,” said Berke. “The people who drive innovation at leading companies attend to connect on trends and share notes on what they’re seeing in the rapidly evolving ecosystem.”

Richard L. Tso is a reporter for Adotas and an avid writer covering the intersection of technology and advertising, fashion and music. With over 12 years of experience in the Advertising, Marketing and Public Relations industries, Richard has held executive positions at global agencies and technology companies and is founder of the interactive communications firm Pseudosound Consulting LLC. A classical cellist and painter, he believes that sometimes sound carries more weight than words. He is a graduate of Stanford University.

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