What is the future of automated trading? I don't think there is one full answer that can cover the whole question, so let's break down into some areas that we can expect to influence automated trading going forward.
Rise of the robots
Algorithm trading is gaining traction in the main demand-side platform beyond what we have seen before, and a large number of third parties have sprung up in this field.
We know that machines generally do not have the context of future events and do not have brand sensitivity at their core, so the combination of people and machines will surely determine how automatic commerce develops in the coming years.
Blockchain
Whenever someone has a complaint with automated trading (and many do it!), there is often a lack of financial transparency and the volume of ad fraud.
Blockchain promises to disrupt many industries and that could be the answer to the challenges of financial transparency and advertising fraud.
These are the early days, blockchain is complex, but we should expect some involvement from blockchain companies in the automated trading space in the coming years.
Digital Triopoly
Amazon, Facebook, and Google ... where to start? Three giant companies facing regulatory pressures and anti-competitive behavior see the growth of advertising dollars through their technology and owned & operated properties.
80% of all new ad dollars go to Facebook & Google, and Amazon gets strength - what is the role of these players compared to those who appear to be more supportive of the open web? Time will tell this one, but all three cannot be ignored.
Service layer
Who really pressed the button? Who has the strategy? Who has a contract? Who are partners of level 1 versus level 2? Are consultants making progress in the media agency business model?
There have been many disruptions in the service layer in recent years - we can only expect more to come when the parent company reunites employees and their companies to make them more integrated, and independent specialists continue to grow into new areas.
Consultation increases the ability of the media behind other engagement with brands, but are they strong enough to compete?
The first consumer
GDPR, 3rd party cookies that are blocked at the browser level, ICO penalties, and many more all make consumers regain control of their data, rather than the fast and loose sharing that has happened historically.
The ability to carry out commercial transactions with known consumers is increasingly difficult, and the need for explicit approval is very important. This impacts many companies in the space - especially the targeting and measurement providers.
Brands once went to automated trading for 'the right user, the right time, the right message for the right price', now there is a big question mark about how accurate this is in the future.
There are many other areas that can affect the future of automated trading that I haven't even touched on, and the good news is that on October 7 in the Automated Trading Debate there will be a number of expert opinions representing the breadth of the industry. Make sure to get your ticket so you don't miss it.
So, what are your concern about breaking down the future of automated trading? Please let me know.
Topic: Breaking Down The Future of Automated Trading (Read 125 times)
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