ExchangeWire, Lindsay Rowntree

January 28, 2019

New to The Wires 2018, the Ad Tech Rising Star award celebrates the unsung heroes within the ad tech industry. We speak with this year’s winner, Jody Shilliday (pictured below), head of advertising solutions at Adform, on why digital advertising is such an exciting field and the key challenges that lie ahead for the industry.

Original text:

Cleaning Up the Supply Chain Will Remain a Focus: Q&A with Jody Shilliday, Adform

New to The Wires 2018, the Ad Tech Rising Star award celebrates the unsung heroes within the ad tech industry. We speak with this year’s winner, Jody Shilliday (pictured below), head of advertising solutions at Adform, on why digital advertising is such an exciting field and the key challenges that lie ahead for the industry.

ExchangeWire: Your role at Adform sees you responsible for the global ad serving, programmatic, creative, and publisher products at Adform. What is so exciting about this area of ad tech right now?

Jody Shilliday: At Adform, our clients use our technology in a very modular way and sometimes in ways we don’t always anticipate, which obviously keeps us on our toes. As individual products – DSP, DMP, and ad server – clients can use our tech in a very advanced way, with bespoke setups and multiple technical integrations. When the client uses these products collectively, we start to see the whole process seamlessly flow together.

I worked agency-side for a long time and was driven by achieving the best results for clients. From the planning and operational side, it was nearly always the technical solution that let me down; whereas working on the tech side I am solving those tech challenges for clients. Being able to say, “There, this is what is supposed to happen when everything works seamlessly”, is very satisfying.

Within the creative spec, we react to the trends that users are driving. I think this year audio is going to be even bigger and we will continue to see brands executing more personalised creative campaigns at scale. It will be focused messaging, but programmatic, replicable, and highly tailored – repurposing custom messaging across very different use cases, channels, and situations is one of those things that keeps you firing on all cylinders.

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