The Cynopsis BIG Digital Monetization Summit is fast approaching, and to gear up for the June 19 event, Cynopsis is sitting down with panelists for one-on-one conversations. Joanna O’Connell is the Director of Research at AdExchanger, and will moderate the Programmatic & Real-time Buying panel. Make sure to register at http://www.cyndigitalmonetization.com/.
As the Summit approaches, what digital trend are you watching most closely?
I’m incredibly interested in how companies can operationalize one-to-one communication with consumers: how they centralize and organize their data, what technologies they connect into a cohesive marketing tech stack and how they reorganize themselves around this guiding principle.
With a nod to Twitter, describe the current digital environment in 140 characters or less.
The current digital advertising environment is messy, fraught, complicated, poorly understood and deeply exciting.
What do you see as the biggest obstacles confronting content creators, brands and advertisers?
From a marketing standpoint, I think the biggest challenge remains end-to-end measurement of marketing effectiveness: connecting every impression and search ad delivered, every piece of content shared, television ad exposure and the like to sales, both online and in store.