Modernizing Media & Advertising Platforms

Over the decades, the media and advertising platforms developed with the incremental additions, but not the re-invention. Legacy systems had new tools overlaid to meet short-term needs; the campaign management, analytics, content delivery, or targeting and integration and long-term coherence were frequently postponed. In a traditional media and predictable consumption trend, such a fragmented approach seemed to be manageable and inefficiencies were mostly under wraps.

The truth of that has changed radically. The current media and advertising environment is characterized by constant non-stop, multi-device, and multi-platform interaction, with the colossal quantities of first-, second-, and third-party data. Personalization and real-time decisioning are no longer differentiators- they are minimum expectations. Responsible data governance is no longer a differentiator; it is now a minimum expectation. Simultaneously, the increased regulatory attention and privacy demands have transitioned governance not only to a technical issue, but also a strategic one. As digital advertising now represents most of all world ad revenue and the industry has grown exponentially to date, the capacity to combine data, platform and experience has become a key factor in competitiveness.

The inefficiency of fragmented systems can no longer be accepted in such an environment, it is a strategic liability. Unlinked platforms lower speed of execution, visibility, raise cost, and limit innovation. There is no discretionary upgrade to modernization, then--modernization is an existential imperative: it defines the survivability of media and advertising organizations, their ability to sustain growth in a fast moving digital economy.

What will you explore in this whitepaper:

• The gradual evolution of the platform developed latent technical and operational debt.
• The real effect of fragmentation in technology, data, channels and teams.
• The reasons why fragmented architectures limit cost efficiency, speed, scale, and strategy.
• The transition of single platforms to integrated (ecosystem based) operating models.
• Principles of architecture needed to enable scalable future-proven media platforms.
• Using data, cloud, governance, and operating models in sustainable modernization.
• A stepwise roadmap to transitioning from fragmentation to agility and long-term scale.
• The importance of leadership and digital strategy in transformational success.