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Marketing has become far more challenging in a multi-channel, multi screen world: Matt Brocklehurst, Google

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Marketing has become far more challenging in a multi-channel, multi screen world: Matt Brocklehurst, Google

While Programmatic advertising has helped brand owners and brand manufacturers drive better performance by leveraging the power of Artificial Intelligence (AI)  Machine Learning (ML) in digital advertising, India in particular is witnessing a phenomenal rise in its use. 


Till few years ago, programmatic media buying was seen as a promise that would disrupt the advertising industry for the better. However, over the years this technology has come a long way. Programmatic has brought in an era of automation, ridding the advertising industry of its complacency and successfully establishing itself as one of the cornerstones of the online advertising ecosystem.


Though not a mature market in the use of programmatic when compared to the western markets,  the use of this programmatic advertising in India has witnessed steep growth in the last few years. Speaking about the growth of programmatic and the challenges in its adoption, Matt Brocklehurst, Programmatic & Platforms Marketing Lead, Asia Pacific at Google said, “People may be far more connected now, but the irony is that that marketing has become far more challenging since we are living in a multi-channel and multi screen world. The challenge is how to connect with these people in a meaningful and engaging way.”


The programmatic base is comparatively small In India but it is surely growing at an exponential rate. Speaking about the growth of programmatic in the Indian market and its adoption by brands,, Brocklehurst stated, “If we look at India specifically, programmatic has grown phenomenally. With marketing becoming more efficient and more effective this has helped we have witnessed greater adoption of this technology. However when it comes to the maturity of Indian market in this domain, I believe different companies are in different phases of adoption. But the overall promise of the Indian market is big.”


Brocklehurst also spoke about how Google was dealing with the issue of ad blocking and ad fraud. “Google takes ad blockers very seriously and we belong to the coalition of better ad standards and that is an international where publishers and media companies. I think this issue can be resolved by looking at ads that are triggering the use of ad blockers. In fact our entire focus is that the ads that we support should add more value to the user.”


Speaking about the issues with programmatic, especially the one that recently took place in the UK where brand messages popped up in extremist videos, Brocklehurst added, “There are always going to be issues. But we have invested time and people to find solutions and enhance brand safety.”


If we look at global trends, programmatic is entering its next stage of evolution – dynamic creatives gaining control, ad fraud being reduced and the potential to innovate has expanded by leaps and bounds within this space. Speaking about the future of programmatic in India, Brocklehurst explained, “I think Programmatic TV and Programmatic outdoor will happen in the years to come as India is a good market for that. We will also see the adoption of Programmatic grow significantly in the next few years.”

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