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district m develops and offers programmatic solutions to both sides of the online advertising market, advertisers and publishers, in order to optimize their online activity and maximize their sales and revenue. Below is our recent interview with Adrian Pike, CMO at district m:
Q: Could you provide our readers with a brief introduction to district m?
A: On the publisher side, we have developed several monetization solutions, including one of the easiest to implement header bidding solutions, to generate incremental revenue. On the advertiser side, the bulk of our offer relies on our exclusive ad formats and our network of over 8 000 websites.
Q: district m is a programmatic advertising company – What makes you the best choice?
A: First and foremost, what sets district m apart is that we work on both ends of the advertising spectrum, so advertisers and publishers; Our goal is to connect both parties to maximize on today’s digital advertising demand.
But I think what really makes us different, besides the quality of our products and services, is the awareness we have of this industry. Programmatic changes incredibly fast and especially in the past couple years, there have been many regulations that surfaced and have heavily impacted all players of the industry. One example would be the incredibly quick shift to header bidding, in 2015. Many companies suffered because of delays in implementing the technology. For us, we immediately spotted it as an industry-shifting technology and we managed to put out our own solution within a couple months.
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Last year, there was a lot of talk about user-experience with ads, especially after the Coalition for Better Ads launched their standards, which were to be implemented as an ad filter on the Chrome browser. Again, we were quick to launch touch, a mobile ad format that would be 100% compliant with those standards.
These are just a couple examples but I think that always being on the lookout for the next big thing is what allows us to offer competitive, top of the line products that deliver the needed performances, as well as a stellar customer service for our clients.
Q: What is programmatic advertising and why it should be a part of the marketing strategy?
A: There are really endless reasons to integrate programmatic advertising to your marketing strategy but let’s boil it down to three: it’s labor saving, offers great targeting capabilities, and is cost-efficient. Most businesses can’t keep up with the pace of the advertising world having to manually seek out clients, data, and audiences. With the automation that programmatic allows, plus with the various optimization technologies available, companies can literally turn on their campaign and watch them perform. Those optimization tools also mean more precise targeting, as they gather data, learn from it, and optimize the campaign depending on which audience responds better to the campaign. All those factors contribute to making programmatic a very cost-efficient tool, as it also reduces the risk of human error and allows for real-time reporting and as such, immediate optimization and results.
For publishers, it’s quite simple: with the variety of tools available to monetize their inventory, they stand a chance to maximize their advertising revenue without having to rely solely on direct partnerships with advertisers. Again, it saves a lot of time and costs.
Q: You’ve recently turned 5; could you tell us something more?
A: It’s pretty incredible how far our company has come in just 5 years. It literally started with the 5 co-founders working in a condo. now we have four offices across North America and hires over 85 people. Add to the fact that when we started out, there were already more established companies with extensive resources that could have drowned us instantly, so it’s quite humbling to see district m now ranked as a top 10 exchange in the world. The success we’ve experienced in the past is just a beginning and we are excited for the future.
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Q: What are your plans for the future?
A: The future of advertising resides in video, there is no doubt about that; OTT and connected TV are already making their breakthrough, and so we are definitely catching that wave. But I think there are trends that we are already seeing that are going to impact our industry at a greater level than just the medium used for advertising. First of all, and this is not new, AI is gaining more and more traction and will become a vital component of the advertising industry. I think also the place of the consumer in this industry is being redefined and is no longer seen as a passive bystander but a key player of this ecosystem. So many initiatives have already risen to improve user-experience in general. While some might see those as making our job harder, I choose to look at it as a joint effort to make advertising a healthy part of society again.
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