First 3 Pages
Powering Programmatic with Insights:The Future of Marketing CEO Perspective
At Turn, we’re passionate about programmatic. And that’s not simply because it’s what we do. The equation works the other way around: We do it because we’re passionate about it.
We sincerely believe that data-driven programmatic is the future of marketing, and we’re not alone.
The way the digital world has evolved—the way that people interact with their devices and
screens—has created a scenario for marketers that demands not only an omnichannel
approach but also a data-driven strategy that acknowledges and leverages the entire
customer journey, at every touchpoint on every screen. It’s not just that you have to find your customer; you have to know your customer. That’s what Turn is all about.
I joined Turn in September 2015 with a vision for where we’re going to lead the industry. In
the pages that follow, I lay out that vision and explain why I think you’ll want to be a part of it. Welcome to the revolution.
– Bruce Falck, CEO, Turn
5 KEY POINTS TO UNDERSTANDING PROGRAMMATIC
Programmatic is just getting started—and it’s going to be more transformative than most people understand.
A New Era for Turn, a New Day for Programmatic ........................3
It’s critical to get a unified view of your consumers as you interact with them via your advertising spend. The only way to do that is by buying across channels and devices.
How Turn Is Building the Omnichannel Future...............................5
Today’s marketers have an opportunity to learn a huge amount about their users—if they’re smart about getting their first-party data organized.
Data Must Be the Core of Marketing Strategy ................................7
The promise of programmatic is not simply more efficient media; it’s a better understanding of your consumer.
Now Is the Time to Transform Insights into Action .......................9
Ultimately, this is all powered by people. Expertise is critical and partnership is essential.
When Agencies and Tech Partner, Brands Succeed......................11
It’s early days in programmatic. Anyone who works with me has heard me say this time and again—but why should you believe me?
Some years ago, a few of us in advertising and technology saw a future in which the industry would embrace automation and omnichannel campaign execution. But back then, it was still just a dream. Now it’s a reality.Maybe it didn’t happen as quickly as some predicted, but there’s no denying that today, both automation and omnichannel are mainstream ideas. Programmatic is established.
It’s industrial scale. Media consumption trends, fragmentation, and device proliferation are all driving adoption—and again, it’s just getting started.
As we look ahead into the next few years, I think it’s safe to say that the media landscape will become more complex, not less. Advertisers will need an omnichannel solution to reach consumers effectively. The good news is that their messages can be more targeted and
therefore more effective than ever before.My professional journey in digital advertising took off in 2009, when I was working as head of the Google Display Network, where I ran Invite Media and DBM. From there I went to BrightRoll, because I was convinced that video was the future. And finally, in September 2015, I joined Turn. I’m extremely proud of what I’ve helped build along the course of this journey.I believe in Turn because I know that a data-driven omnichannel approach is the ultimate future for digital advertising.
A New Era for Turn, a New Day for Programmatic
“When you look at the last 70 years in marketing...true innovation has really happened only in the last couple of years, as we’ve started to see the ability to target audiences in ways that
we historically haven’t.”
– Bob Rupczynski,
VP of Media and Consumer
Engagement, Kraft Heinz