Digital Ninjas, what’s up?!
Parisien here in beautiful Côte d’Azur, France for the Cannes Lions.
Did you know programmatic accountability requires proof of context?
As I explained in episode 4 of DOOH Decoded, the accountability atom in DOOH is shifting from proof-of-play to the viewable impression. In this episode, I will push it one step further and explain why the context of that impression will be part and parcel to the accountability required by advertisers as programmatic gains more and more traction in digital out-of-home and most probably its digital cousins as well.
But first, let’s talk about where the term “programmatic” gets its name: programming!
Did you know all programming languages are essentially the same? As soon as a language has all the essential building blocks, it is possible to code an interpreter for pretty much any language (albeit awkwardly). The key programming building block is the condition. If A then do B or else do C. With conditions, it is possible to pack all the instructions to do a task, including exceptional situations, in one command. Picture mom’s recipe for spaghetti.
Programmatic media buys get the “programmatic” part of their name because they are conditional to a set of contextual parameters such as:
* If it is in place A
* If it is during time B
* If the viewers are in demographic C
Actually, is it me or are we all fed up with programmatic terminology? There are DSPs, SSPs, DMPs and RTBs? I want ABCs that are as easy as 123. So, let’s drop the programmatic mumbo-jumbo and start calling them “conditional campaigns”. And context conditions are not limited to the old-school targeting parameters like time, place and demographics. It can also be based on data and events such as news, traffic, sports, and, of course, weather.
Now, if these campaigns are conditional to a certain context being true, then does it not make sense that a third-party acts as an arbitrator, a keeper-of-truth if you will?
Could a computer-vision based solution like Quividi, which already is a globally accepted audience authority on both sides of the DOOH ad transaction, evolve into this platform? It is a generator of the future safe atom of accountability compatibility, viewable impressions, and already keeps auditable context on its records such as privacy-protecting demographics, attention and even mood.
I think the question is more aptly who else will be doing it.
Alright ninjas! This has been DOOH Decoded telling you why programmatic accountability requires proof of context. And remember, you heard it here first!
Shinobi seeing you!
Daniel Parisien Chief Strategy Officer Quividi