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@AndrewGirdwood

Data starts to become rare

Data

• DMP – Data Management Platforms• DSP – Demand Side Platforms• Data Exchanges• Client / Vendor / Agency data ownerships

Alternative to cookies?

The “new” Display grows

Display: Premium at Equilibrium

• Thinning the difference between premium and biddable

• Agency trading desks in focus• The impact of botnets

We’ve had big changes to PPC

PPC: Automated and Creative

• DSPs and Trading Desks doing more in PPC• Extensions and Creative more important• Wait? Is there a conflict between those two?

Who’s running your PPC anyway? Search or Display?

Affiliates is a wise brand’s game

Performance: Makes a difference

• Affiliates continue their rebrand to Performance– (In Europe, at least)

• The value of data generated by affiliates• Shifts in the technology and agency landscape• Performance Horizon and Impact Radius

SEO becomes a specialism. Again.

SEO: The Link Singularity

• Questions on Brilliant Basics• SEO is a specialist layer• Publishing• The Link Singularity

Social has become very broad

Social: Repeated Bifurcation

• Specialisms emerge from social– Social ads, branded content, customer service, outreach,

community management, et al…

• Closer connections with TV and other broadcast conversation starters

• Permissions and privacy

Do brands have permission to deliver better than expected services?

More and more connected devices

Device Order

• Mobile – first screen• Mobile – your other first screen• TV – second screen• Desktop – third screen• Wearable – fourth screen

Will there be any more device specialists?

No search?

Thank you!

• @AndrewGirdwood• +AndrewGirdwood• Email: Andrew.Girdwood@LBi.com