The Drum Awards for Marketing - Entry Deadline

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By The Drum | Editorial

October 24, 2018 | 1 min read

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In this episode The Trade Desk’s solutions architect EMEA, Urszula Etheridge explains how marketers can increase user engagement with the use of multichannel technologies, make ads more relevant and achieve customer marketing at scale.

Users are savvy, informed and more knowledgeable on the value exchange advertising brings and advertisers are applying their message in a ‘considered, thoughtful and precise way” says Etheridge.

“Measuring the customer journey across channels makes it possible to see the big picture as well as picking out the detail needed to continuously inform the strategy and what targeting to apply.

What’s vital to any marketing activity is an advertising buying platform that orchestrates a campaign across multiple channels. Advertisers will be able to deliver their message with purpose and at scale to the right person, at the right time, specific to the consumers device.

“It’s relevant if it’s useful, relatable and considers the time and place of the user,” explains Etheridge. “A platform that gives a marketer a more consolidated view of a multi-channel campaign gives them the opportunity to understand more about user behavior.”

Advertising Everything You Need To Know Programmatic

Other episodes in the series

Episode 1

Everything you need to know about: Programmatic

It can be hard to keep pace in this fast moving industry, which is where we come in. The Drum has teamed with the Trade Desk for a series of short video primers and accompanying features in print to tell agencies and brands everything they need to know about complex issues. First up is programmatic trading.

Episode 2

Everything You Need to Know - Episode Two: Programmatic video

The second episode of Everything You Need to Know - About Programmatic examines its impact on video advertising.

Episode 3

Programmatic Private Marketplaces | Everything You Need to Know

The third episode of Everything You Need to Know - About Programmatic looks at how private marketplaces (PMPs) operate in today’s programmatic world.

Episode 4

Programmatic Optimisation | Everything You Need to Know

The fourth episode of Everything You Need to Know - About Programmatic examines how programmatic lets brands optimise campaigns for their exact audience.

Episode 5

Everything you need to know about programmatic industry education: dispelling the myths and misconceptions

It can be hard to keep pace in this fast moving industry, which is where we come in. The Drum has teamed with the Trade Desk for a series of short video primers and accompanying features in print to tell agencies and brands everything they need to know about complex issues. In this instalment, we examine the need to educate the industry when it comes to programmatic.

Episode 6

Everything You Need to Know - Episode six: the agency of the future

The sixth and final episode of Everything You Need to Know - About Programmatic, in association with The Trade Desk, explores how programmatic is shaping the agency of the future.

Episode 8

Everything You Need To Know: Programmatic 2.0 Delivering the true value in advertising

Advertisers have access to all the data they need today, to determine the best an efficient way to run their next campaign. According to The Trade Desk’s account director, Anna Murdock, what they need to do first is define which metrics are the correct ones to measure against.

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