There’s a slide, about halfway through Awlogy’s pitch deck, that always gets a reaction from audiences. The background of the slide is a collage of company logos, so closely and chaotically pushed on top of one another the image resembles a Jackson Pollock painting. On the slide, two numbers are projected sequentially: 947, then 3,800. These represent the number of ad technologies in 2014 and 2016 respectively and delineate a 300% increase in a two year’s time. Simply put, the marketing landscape has been beset by an invasion of ad tech.
The sheer number of vendors in digital advertising has made the ecosystem unwieldy. And amongst this cacophony of tech, the greatest challenge marketers face is differentiating the technology of one ad tech from the next. Have you been in an ad tech sales pitch recently? Everyone is the best, the fastest, the most fraud-protected. No one is the cheapest.
Awlogy is not immune to this ad tech escalation and has created a proprietary solution to tackle the growth head on. Everyday we encounter new, nascent vendors. In order to fully understand the strengths and weaknesses of these vendors, we’ve developed a proprietary vetting process to cut through industry buzzwords and assess the real value of each tech. The process is rigorous, all encompassing, and requires a dedicated Awlogy team to ensure its accuracy and integrity. From algorithm minutiae to matched devices, targeting tactics to minimums, QPS to win rate, broad strokes to brush strokes, we cover it all. The information constitutes the Awlogy Command Center™ and is updated according to each vendor’s product rollout schedule.
The Awlogy Command Center™ is the ideal foundation for any media campaign. At the campaign’s inception, we scour our ad tech catalogue to find the best solutions for the client’s goals. Want polygonal location targeting? Done. Geo-behavioral retargeting? Look no further. Competent brand safety partners? We’ll show you the pioneers. We sort the contenders from the pretenders and find out if a vendor can actually deliver on their promises. Our Command Center enables us to deliver ad buying recommendations that are well informed and grounded in the most up-to-date, cutting edge information.
So yes, the advertising landscape is cluttered, but don’t be disturbed. Our job is to navigate the technology and make sense of the buzzwords. It’s not an art, it’s a science.
