AdNews is following the WFH Diaries with a series of Perspectives, asking two questions: What did you learn in 2021 and what are you looking forward to in 2022? We've also encouraged the industry to glam, dress for the best, and face next year with optimism.
Clay Gill, CEO at Matterkind.
What did you learn in 2021 and what are you looking forward to in 2022?
That culture eats your problems for breakfast. We’ve always valued our people and culture but in 2022 I think we’re going to step that up even more so than ever before.
Advertisers are very wary to trust programmatic. In 2021 we setup great partnerships to build a transparent supply chain that promotes a healthy marketplace and drives great performance for clients. In 2022 it’ll be rewarding to shift the ‘trust’ gauge of advertisers.
Most buyers aren’t ready for people-based targeting. It’s been surprising to see the low adoption rate of custom data targeting solutions. Why wouldn’t you if it’ll save you 40c to the dollar?? Most advertisers or media groups it seems, don’t have the scale and depth to achieve this. However major publishers and IPG are forging ahead – removing silos and creating an interoperable marketplace that is people-based and world class.
There is a place for everyone in advertising: 2021 talent shortages and the rapid growth of programmatic has led to a suffocating dearth in talent. But the silver lining here was finding talent in remote parts of our country. Talent that doesn’t fit the norm. Talent that’s been overlooked yet can transform our industry. 2022 will bring a rapid change in talent diversity that is much needed and with it a level of empathy we could all adopt.
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