“Data, as we all know, is the currency. It’s the baseline, it’s the gold standard of the future of where digital marketing and advertising is going.”
John F. Lambros, President of GCA US and Head of Digital Media
The Adtech Age: John Lambros Shares Adtech Insights at Adweek’s NexTech Conference
President of GCA US and Head of Digital Media John F. Lambros and technology and digital media investor Allison Goldberg sat down with Adweek staff writer Marty Swant at Adweek’s NexTech conference to discuss today’s martech and adtech environment and what the future may hold for the sector.
Although there is currently some ambiguity regarding data regulation in the United States, this does not threaten the vital role that big data plays and will continue to play in the adtech sector. Lambros underscored this point, commenting: “Data, as we all know, is the currency. It’s the baseline, it’s the gold standard of the future of where digital marketing and advertising is going.”
Goldberg explained that to fully realize data’s value in today’s regulatory environment companies benefit from business models that do not rely on personally identifiable information. The pressures connected to data usage are alleviated, she commented “if you’re focused on not identifying a person and not tracking that person and just understanding [if the] ads are working – and with what kinds of sectors of audiences.”
The two noted that globalization represents an enormous, and relatively untapped, opportunity for adtech companies. Lambros remarked that consumers travel the world with a mobile phone and the resulting information – whether it is location data or interest-based data – can be extremely valuable for a company’s global growth. With a well-executed global strategy, adtech companies can take advantage of this opportunity to expand into the global markets and compete with the larger public companies that currently dominate the space.
Due to rapid advances in artificial intelligence and machine learning technologies, the future of adtech will likely be even more dynamic. Lambros closed the panel discussion by concluding, “I think that [with] advances in machine learning, ultimately if we get some normalcy around the data world, some of the best days of adtech and martech are ahead of us.”
To watch the entire NexTech panel discussion video, please click here.