Guillaume Périé is Head of Programmatic EMEA at Reuters. He has been at the publisher since July 2017 and is credited with transforming its programmatic proposition.
What is the biggest opportunity for programmatic over the next year?
Programmatic publishers and adtech companies are currently facing many challenges. One of the main being to bring back trust and transparency into an overly complexified industry (a resurfacing topic with the ISBA/PWC report). The first opportunity is for the company to have a transparent value chain aligning advertisers, publishers and adtech companies interests.
Secondly, despite data being challenged by GDPR, CCPA and cookie ending soon in Chrome, robust and verified first party data will increase in value. The main condition to leverage this opportunity is to find attribution models allowing performance tracking through the whole transaction funnel. This is obviously subject to adapting to a new cookie-less world.
What are the biggest challenges for programmatic and how will we overcome them?
Identity is the most obvious challenge in a cookie-less world. Bringint back trust through transparency across the whole ecosystem. Identifying the value chain and optimise media dollars towards a brand’s end goal, according to its short, mid and long-term strategy.
What innovation or technology in programmatic are you most excited about currently?
- Identity,
- New engaging formats (native first) & devices (CTV, OTT, audio, live stream, webinars),
- Redefining targeting, not so new but leveraging semantic, stripping out language bias targeting the right audience in a brand-safe environment.
How is the role of ‘head of programmatic’ evolving or changing at present?
We’re seeing many programmatic specialists taking more importance within their organisation as their well-rounded knowledge combine data, technology, sales and strategy. This makes them a very valuable source of insights to help drive their business, whether they are a brand, a publisher or an adtech supplier.
What do you love most about your role as Head of Programmatic?
Bringing campaigns to life using ever evolving technologies to achieve marketers’ goals and objectives. Each client has its own objectives and programmatic is a great way to achieve them efficiently.
Enabling brands to connect with the right audience, with the right message, at the right time while being in control and transparent.
What is your proudest achievement in programmatic?
Supporting branded content through programmatic, amplifying branding and perform towards campaigns goals and KPIs while providing valuable insights for future campaigns.
