004 Programmatic Down Under with Indy Khabra

Programmatic Untangled | Conversations with educators and subject matter experts in the digital marketing realm

Indy Khabra has over 10 years of business leadership experience, and has expertise in data driven programmatic advertising. Indy shares his thoughts on where the Australian market is going, and some of the pros and cons of having Apex programmatic technology in the market. One of the challenges presented in Australia is that there’s also a small talent pool of programmatic experts to select from.

What We Covered

03:35 – There are three types of programmatic users. The early adopters, those new to programmatic, and then there’s a group that falls somewhere in the middle of those two. How important is education when introducing programmatic to new users? 08:35 – Indy shares his experience of when he first discovered programmatic. 12:35 – Programmatic can get complex very quickly. It’s so important to keep it simple when it comes to educating new users. 13:15 – In Australia, 80,000 people classify themselves as having digital media skillsets. 13:25 – Of those 80,000, 21,000 consider themselves having the programmatic skillset. It’s a very small pool of talent. 16:25 – How did Indy and his team decide on what technologies they should use to run their campaigns? 19:55 – Indy shares examples of where the market place has done exceptionally well under programmatic. 21:45 – What are some of the Apex programmatic challenges the Australian market faces? 24:15 – Apex is falling behind in adoption. 25:15 – There’s been a raise in programmatic direct deals in Australia; what are some of the pros and cons of that? 27:35 – When it comes to brand awareness, how does Indy combine both data and creative together? 32:45 – Indy offers some final thoughts! People and culture are what drives the programmatic space.

For full show notes visit: http://nmi.mediamath.com/4