Business growth opportunities abound when it comes to effectively using new digital advertising strategies, tools and technology.
We’ve discussed the importance of a simple, streamlined ad tech stack before. It’s key to identify which tools add value versus which ones just add unnecessary complexity. Easier said than done, of course.
Bill Maslyn, Director of Product for National Markets at YP (formerly known as Yellow Pages) and one of the panelists for that session, also discussed the opportunities at his organization in an exclusive video interview.
How YP Is Approaching Programmatic & Native Advertising
Like many companies with a trusted brand, YP is trying to take the brand asset and trust developed during its print years with it as it focuses on digital growth. Watch the video for Bill Maslyn’s take on opportunities for digital growth with programmatic and native advertising:
As Maslyn explains, changes in digital advertising impact how the business goes to market, the way products are positioned and the best strategies for selling.
New technologies play a big role: YP is part of the continued rise of programmatic buying and selling, and recently implemented both a demand-side platform (DSP) and a data management platform (DMP) as part of its efforts. (Here’s how data management platforms (DMPs) can offer real value, if used effectively.)
As our own Peyton Marcus explained at Digital BrainFest 2013, a move to native ads has also changed the advertising industry.
For YP, a “native ad is really the search listing” – but the company is also involved on the buy side as well, Maslyn says. Developing partnerships has enabled YP to scale its efforts to benefit its publishers. Those are two steps we see as fundamental for programmatic success, as well.
Check the Digital BrainFest Highlights page for additional recaps, videos and takeaways from this year’s event.
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