The Drum DTA USA officially launches
This month saw the launch of The Drum Digital Trading Awards USA, in association with Media iQ, a programmatic and ad tech program which will help to distil the confusion in the sector, writes Lynn Lester.
As automated buying continues to grow in importance for marketers, it is critical that the top spenders are knowledgeable when it comes to the tirade of acronyms, and fully understand how the ecosystem works.
Speaking of the importance of being aware of the industry's latest developments. Greg Glenday, chief revenue officer at Shazam, commented: “They’re trying to reach audiences and I think that’s really all programmatic is, an easy way to transact against an audience.”
He added: “In order for brand marketers to better understand programmatic advertising, I feel they need to lose some of the fear and get better educated.”
As far as he was concerned programmatic is “highly misunderstood”.
By majoring on clarity and transparency, the program will set out to make sure it is so much easier for marketers to get their heads around the complex world of programmatic trading and the awards themselves will unveil the top players who are already running highly successful and effective campaigns.
Eamonn Store, CEO of the Guardian US, commented that for them programmatic is weaved through everything they do. He added: “Whenever we are trading with our agency partners or clients often programmatic is like the engine through which the solutions are delivered and it’s critical to the future of what we do.”
Attending the launch party in New York, hosted by the Guardian US, were over 100 of the good and great of the ad tech sector including: Facebook; Dentsu Aegis Network; The Trade Desk; Google, OMD and Videology, to name but a few.
The award entries are now open, with the awards ceremony taking place at a gala evening hosted in the Edison Ballroom, New York City, September 21 this year.
Mack McKelvey, founder and CEO of SalientMG, and one of the judges, gave an insight into what she is looking for from the entries: “I’m looking for companies that have risen above some of the biggest challenges that we’re seeing in programmatic today, and that have really set the stage for the growth that the industry so desires and deserves, and continue to pave the way for others.”
The awards are in association with Media iQ and partnered by the Guardian US; The Trade Desk and the 4A’s. Partner opportunities are still available and for anyone interested they should email lesley.grant@thedrum.com
Talking of why they are supporting the awards program this year, Gurman Hundal, co-founder of Media iQ Digital, said: “It’s really important that we educate the market through case studies and having awards is the best ways of companies submitting their best pieces of work and the market learning about them. And also having a little bit of fun as well.”
You can find out more here