Mike Bregman of Havas – Beet.TV

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SAN JUAN, Puerto Rico — New technology often comes with a dizzying array of buzzwords, technical jargon, and flashy bells and whistles. As advertisers seek help in evaluating martech and adtech platforms, they should be aware that the technology delivers on its promise.

“A lot of times when you hire consulting firms, they talk about technology, and sometimes they build you a data lake, sometimes a platform, but they don’t know how to use it,” Mike Bregman, chief data officer at Havas Media Group, said in this interview with Scott Schiller at Beet Retreat San Juan. “What excites me about media agencies is that we put them to work. In fact, we find out what good looks like.

With consumers splitting their time across multiple media channels and viewing devices, advertisers are challenged to identify the best ways to reach and engage target audiences. To do this, marketers are often tasked with evaluating a variety of technology vendors.

“There is confusion about what these systems are. I would also say that customers are overspending on a lot of these platforms,” Bregman said. “They can make more rational decisions by finding simpler tests, simpler solutions.”

‘Partnership and Build’ Mentality

Havas’ approach to helping advertisers determine the best ways to adopt new technologies is to take a more independent view of what works. These technologies may include identity resolution, advertising attribution, and measurement methods to define the value of advertising transactions.

“We believe we need to partner with our customers to develop technology together,” Bregman said. “It’s a ‘partner and build’ mentality – a partnership in terms of bringing different ecosystem providers to the table… It’s not a one-size-fits-all solution. It depends on the problems they are trying to solve.

Optimizing campaigns after Upfronts

Advertisers and media companies have more ways to measure ratings, despite the lack of an accredited source of TV ratings during this year’s initial sales season. Bregman said brands can buy premium ad inventory up front, but also have the flexibility to improve the effectiveness of their campaigns throughout the year.

“You can actually buy inventory in advance; you can optimize later,” he said. “The technology that exists for many networks now allows you to optimize within that pool of inventory or even across different networks. So it’s a very rich landscape.

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