There’s little doubt that video content marketing works, which is why so many brands use it. The key is to exercise thoughtfulness and patience when it comes to evaluating each video’s success.

For businesses assessing the programmatic industry, long-term thinking should become standardized, with companies proactively building privacy into their infrastructure and practices. Businesses that wait will fall behind.

A Q&A with Chris Hogg, Global Head of Platform Sales at Lotame

Now is the time for action. Begin testing different solutions that do not rely on identified users and develop effective strategies that can deliver performance and scale.

When advertisers securely share first-party data with the supply-side, retailers and publishers can segment their respective audiences for targeting on their sites.

If advertisers can look beyond the chaos of the current moment to see the opportunity that it presents, they will find new spaces to innovate, grow, and thrive even in the challenging conditions that lie ahead.

The industry’s reliance on data to create relevant campaigns has led to an explosion of automated technologies to process and analyze the available data more efficiently.

Thanks to advances in technology, engineering, and — perhaps most importantly — AI and ML capabilities, platforms and brands can individualize interfaces to meet users’ needs.

An effective measurement framework will give you the data to continue moving the business forward and serve your customers’ needs.

Will we all learn from Julia Child and start asking questions, listening, and responding with care and interest? As Julia proved, it’s a time-tested approach.

Publishers and advertisers alike are gearing up for a new world of addressability where interoperability is the best path forward for all parties.

Industry leaders are collaborating and dedicating significant resources to addressing the pending seismic shift in data collection and its impact on programmatic advertising.

No matter how much change comes our way, due to regulation, platform moves or otherwise, our respect for data driven marketing can and will live on. But, we have to look beyond the marketing plan to ensure that we are putting data analytics to the best possible use.

Through audience insights and creative experimentation, brands can create an advertising experience that informs, delights, and entertains viewers and helps them discover the products or information they want and need.

If we don’t start respecting consumers’ inboxes and letting them control their data, they will continue to rely on machine-generated emails like Apple Hide My Email, Firefox Relay, and more.

Advertisers chasing their tails trying to achieve something that isn’t even possible, even if they know that’s true.