Marketo-DG2DA
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THOUGHT LEADERSHIP INSIGHTS (CONTINUED)<br />
MIKE STOCKER<br />
Director of Business Development, <strong>Marketo</strong><br />
MKTO: How has testing and<br />
optimization of digital advertising<br />
changed and how do you see it<br />
changing in the future?<br />
MS: The beauty of digital advertising<br />
is that it is inherently measurable and<br />
trackable if a marketer is using the<br />
right tools. Anything that can be<br />
measured can be tested and<br />
optimized, and now there are<br />
increasingly better tools that can<br />
drive testing and optimization—the<br />
whole rise of programmatic media<br />
buying and the vast systems to<br />
support them—from Google,<br />
Facebook and Linkedin, to AppNexus,<br />
PubMatic, Turn, MediaMath,<br />
RocketFuel, and many more—there is<br />
a whole group of technology<br />
companies focused on making digital<br />
marketing more efficient and<br />
optimized for marketers.<br />
I think the market is continuing to<br />
move into more automated<br />
optimization and testing in digital<br />
advertising (display, email, mobile<br />
etc.) and then the next frontier really<br />
is predictive optimization. Predictive<br />
will allow for all the data collected to<br />
drive models that predict the best<br />
ads to show when and where and in<br />
what medium that is most likely to<br />
drive the desired outcome. I see<br />
predictive digital marketing<br />
technologies in their early days, and<br />
think that they will truly blossom in<br />
the next 3-5 years.
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