My press round up from last couple of months.

Rather than copy and paste individual sections of my commentary in the press, here are the links to the latest hot topics, starting most recently with the Google buying Inmobi news. Basic summary was a necessary if not perfect acquisition target.

Published in Business Insider – click here for article.

A couple of weeks back, Marketing published a post on programmatic TV and how things were developing by Charlotte McEleny. Overview was we needed to unlock the data if things were going to progress.

Published in Marketing Magazine, please click here for the article.

Campaign published my article in the magazine on the joining of creative and programmatic and how both creative industry and media industry need to up their game.

Published in Campaign – please click here for the article.

Digiday story on the evolving story of trading desks, where VivaKi are leading the way in transformation in this space. Written by Emily Siegel.

Published in Digiday, click here for the article.

Drum coverage of VivaKi announcing restructure where programmatic buying skills move into the agencies. Written by Jessica Davies

Published in The Drum, for the article click here.

BertozziBytesize: The Pebble smart watch reviewed.

I have always liked technology, I had an iPaq when others had paper diaries, I wasted time with a ZX81 when I should have been out making dens and more recently I bought a Pebble watch when others wait for the Apple Watch or ignore the whole thing. I read a lot about the Pebble online before I bought it, and I have to say overall the reviews were positive. I have now lived with it for a month and decided to share for anyone else who is considering buying one.

The first thing to say is it seems to work better with the android devices than the Apple ones. The Android companion app is better as well. The second thing to say is that I have noticed just how the general population is not at all hooked up to this tech and/or interested. Finally I have realised that wearing two watches is strange and so if I am going to give up my Omega it needs to be for a bloody good replacement.

I only bought the watch to fill in the tech gap until the Apple watch which I am certain is going to be a game changer, I believe it will create a market like the ipod did, and the reason I think that is because the Pebble gives you a glimpse of how a wearable device like this could improve day to day without actually delivering entirely.

My biggest disappointment? – you can only hook up one device at a time, I missed that in the reviews and was the greatest let down. Many of us carry multiple devices and we cant watch them all so having a wearable device help you not miss what is happening on the second or third device would have been useful. The connection to the iPhone is buggy and is hard to connect, it should be much simpler, this becomes irritating but once it is connected there are some nice benefits.

a) I don’t miss calls so much – don’t tell people though, they will know you are ignoring them
b) One small thing I had not considered but like is if your phone goes off in your bag or somewhere embarrassing, a quick touch of the button on the watch and you switch it off with out too much fuss
c) It does have a good golf GPS and Runkeeper App which hooks up seamlessly to the phone
d) If you receive a text, Whatsapp message etc you can delete from the phone via the watch and not go into the phone to do it.

There is more, lots of Apps which I have not explored too much as they all seem very basic. In fact that is the issue for me. It is like going back in time when you buy this device. The world has moved forwards to much to have buttons and not touch screen, to have black and white instead of colour. The phone is just not clever enough. Why does it need to be clever? well the main reason is that the Pebble does not replace enough functions of the phone and so the phone remains close at all times. If the phone remains close at all times then I agree with the sceptics who say it would be quicker to just pull out your phone rather than fiddle with the watch. However if you have a watch that can reply to texts, talk, listen, swipe, watch, find and so on and so on then you would leave your phone in your bag or pocket a lot more and if we do that we spend more time looking around us and at other people. That can only be a good thing.

So would I recommend the Pebble? No. Just more hassle with limited upsides. Just wait for the Apple watch which is coming very soon.

BertozziBytesize: Are we seeing the Demise of advertising?

First published in The Drum – click HERE

You only write these titles when you spend a few days at CES. When you return to the day job you realise that it is an impossible title. Billions of pounds of spend across too many channels you care to think of. That can’t be wrong. And it’s getting bigger almost every year.

No, advertising is not dead. But the whole point of shows like CES is to make you think differently, to look at the world through tech-tinted glasses. It forces you to listen to thousands of people who are not encumbered by the past, not designing for the here and now.

These people are concentrated on only one thing – the future. Some of them well into the future, one that has no room for presenting ads to millions of people in one go. They just don’t care about that caveman approach to advertising. They are designing a future that is built around the human being connected to everything they use and consume and who is hard wired to the world around them. As Gary Shapiro said, “the show is about moving us forward”.

There are thousands of column inches filled with articles on the tech itself, but when you take a step back and consider the connected home, the connected car, tracking devices, health and wellbeing apps, virtual reality design, we are moving more and more towards a world designed around us, around me. The space to broadcast is being reduced. Despite this, advertising today is still broadcast. Even what we call ‘targeted’ advertising is really not that targeted.

Yet simultaneously, technology is allowing us to customise our world around us. As someone who travels a lot, it is with a heavy heart that I sit through another Lebara ad while watching an in-flight film, the same one I have seen 50 times, knowing I am never going to pick up a SIM at the airport when I arrive. The likes of Facebook and Google know so much about me and yet I still see junk ads at every turn.

Our physical experiences are driving our commercial choices to the extent that advertising is being squeezed and advertisers need to evolve and integrate into a new generation of consumers.

Take the CPG category and the common fridge. Advertisers push messages telling you to fill up that fridge but the fridge is getting clever. It’s connecting to multiple data sources and information It can now keep tabs on what it has inside, making it best placed to answer your questions about what you need to buy. Now I don’t want to have my world ruled by my fridge but if I can’t remember if I need to buy milk as I stand in the supermarket aisle, then it’s the perfect opportunity for the fridge to suggest options pre-purchase based on my lifestyle.

Think buying comparison sites or TripAdvisor for all your food stuffs. LG HomeChat, for example, allows the basic part of that equation, where one can text their white goods. It’s only a matter of time before it goes that last mile. Advertisers and retailers will need to be a part of that.

The fridge is an example, but the car will be the same. Just as you are told your tyres need replacing by the man in the garage, would it not be more useful to have your car suggest which tyre you should buy and at the best price. In the case of Range Rover’s connected app which tells you your fuel range and when you need to fill up, it’s only a matter of time before it can tell you where to fill up at the cheapest price locally.

The internet of things will hold so much information that our worlds and choices within it will be determined by us and the information we hold rather than something as far reaching as the Super Bowl ad. Right now we still have a plethora of connected ecosystems (although they are being concentrated on a few big operating systems), but over time we will see our ability to combine data sources become more seamless and without the need to re-qualify as a data scientist. Merging my health data with my weekly shopping list will mean I can design my eating habits around my health and companies who integrate themselves into these ecosystems will be the winners.

The examples are endless but the trend is here, we are moving to an uber-sophisticated world of CRM but facilitated through technology and apps rather than address databases.

CES has the ability to make you rethink everything and as you see the potential personalisation opportunities of technology, and the ambition of the 200,000 start-ups that joined CES, you realise that our current day advertising looks one step ahead of cave drawings. Companies like Samsung, LG, Mercedes and Audi are all starting on that journey alongside Google with Nest and Facebook who are fully aware of the opportunity.

Ultimately we will shape our own destiny and relationship with brands over time as we continue to get closer to the images we are used to seeing in sci-fi movies.

The BIG 6 learnings from 2014 Adtech

First published in Campaignlive US – click here for article.

In a year dominated by headlines of transparency, fraud, agency trading desks and advertisers “taking it in house,” we should not lose sight of the incredible pace of acquisitions, IPOs and investments. In all these seemingly endless and haphazard investments, we have seen a few patterns form — some just starting out while others completing the circle.

Completion of the ad stack

Probably the largest amount of ground was covered here. After the first big move last year by AOL buying, we saw a flurry of activity. Yahoo bought BrightRoll and Flurry; Facebook bought LiveRail and relaunched Atlas. AOL, Yahoo and Facebook are all live or creating their DSPs so if you want to buy their inventory you need to use their DSP. All these moves are designed to allow the big players to compete with Google and offer a full stack to the market place. More importance is being attached to being able to demonstrate targeting abilities across channel and platform, and this is where the battlegrounds will form.

One view to rule them all

As well as the platform and infrastructure play, we have seen massive moves afoot to deliver user identification both in terms of interests and where they are consuming media. The cookie is dying, slowly, everyone can see that and the realization that owned, logged in, registered data is the new cookie. Much hand-wringing occurred when Facebook bought WhatsApp. No revenue, no ad model, what are they doing? Well one, they needed to buy up the competition as they did with Instagram, but two, it massively expands Facebook’s pool of registered, logged-in user data. Everyone now wants to create a unique set of data insights around consumers, and I am afraid that is setting us back a little: Advertisers have a right to get a single view of their customer and not be forced to work with multiple siloes.

2014 — year of video

I know, it was meant to be the year of mobile (maybe it was really), but it turned out that video stole the show. A strong IPO from TubeMogul, Videology partnering with Mediaocean and Turn launching a TV offering, BrightRoll being bought by Yahoo, LiveRail by Facebook showed just how important video has become to advertisers and media-owners alike.

If it is not the media side of it, it is the structural side: Comcast bought up Freewheel in a move sure to take it toward programmatic, and the U.K.’s Channel 4 opened up VOD to selected video DSPs. Whether it is connected, on demand or in stream, video has well and truly taken center stage. Next year is the year of mobile. Definitely. Really.

Enterprise marketing solutions look to ad tech

The likes of Oracle, IBM, Salesforce and Adobe have for years looked in the other direction when it came to media and ad tech, but 2013 and 14 have seen that change considerably. There have been some major plays this year: most notably Oracle buying BlueKai, but Adobe and Oracle have also signed major agency deals and continue to feature heavily in the discussion of merging marketing tech with ad tech.

The ups and downs of IPOs

What a year for IPOs! I think everyone was taken aback by the volume and pace of the IPOs this year. Rubicon began strongly and gave the market some confidence. TubeMogul followed, and there was talk from DataXu as well, although that has not materialized. RocketFuel and Millennial IPO’d but to less success, and they followed Tremor and others in falling dramatically from their first-day float. Some of the business models are being questioned on the basis of market position, their real added value or even whether their businesses are built on the hard and never-ending work of the bots.

Internet of things as bought by Google

From left field comes a raft of purchases that prove the tech giants are looking well beyond the banner. (That’s dead, right?) Facebook bought Oculus Rift; slow on the social-gaming ride, Facebook simply jumped one step ahead. Google has bought into Nest, the household wireless heating/ home control system. Samsung bought Smart Things, another platform for controlling the home, and finally Google bought a drone company. There were more, but you get the idea. I recommend you read the book The Circle by Dave Eggers about a social-media company that becomes part of everything in our lives and slowly erodes privacy … Then look at some of these purchases.

Marco Bertozzi is President of AOD, EMEA and North American Client Services with VivaKi.