Zefr addresses the technology of storytelling
This year’s Digital Marketing and Expo Conference (DMEXCO) brought together key players in business and online marketing to discuss the needs and opportunities of today and tomorrow and the ways in which technology is the driving force behind it all.
Our CTO, Oded Noy, was invited to speak on a panel specifically focusing on how technology is affecting storytelling. “The Technology of Storytelling” panel gave Noy an opportunity to discuss ad tech and how Zefr is approaching widespread challenges like brand safety, artificial intelligence and GDPR compliance.
Here’s what Noy had to say –
Question: How has Zefr evolved over the past year? Have you seen more advertisers take direct control?
Noy: Over the past year, Zefr has evolved in the industry by understanding the value of listening to brands and helping them target their video ads based on what they uniquely consider brand safety. For example, for clients like P&G who have been voluntarily absent from YouTube, Zefr has solely focused on providing them with control and the resulting precision needed.
To what extent are artificial intelligence, etc., already starting to transform the ad industry? Are they leading to more relevant personalized content being delivered through the right channels?
Noy: Artificial intelligence, machine learning and blockchain have transformed the online ad industry, but these aren’t terms to be feared; these are all fancy names for math!
At Zefr we see it as less about the evolution through technology and more about the harnessing of human-nuanced comprehension of video with the scale only a machine can provide. We call this human cognition.
For some brands personalization is key, for others it’s about the implicit endorsement that an ad provides to the content it runs next to. For the latter, we provide a way to bridge that gap.
While it’s still early, have you seen the impact of GDPR on brand and publisher behavior? Will it lead to significant change, for example, in the use of third-party data?
Noy: There has definitely been a significant shift in the market conversation since GDPR, particularly around targeting advertising. With GDPR, and the rise of individuals concerns around privacy , we have seen a renewed interest in the type of targeting we provide. This targeting is free of personal identifiable information. Instead of thinking about consumers PII, we think about consumers behaviors and how viewing creates mindsets in order to help brands target. Our goal is to get the right ads in front of the right people at the right time.he need and desire for this type of targeting has been the most significant change.
What does the future hold?
Noy: In 5 simple words, “Brands in the driver’s seat.”