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Oracle Data Cloud Blog

Patrick Dolan COO of the IAB on ad blocking and marketing trends in 2016

Today's post is an interview with Patrick Dolan, Executive Vice President and Chief Operating Officer of the IAB. Dolan has been involved with the digital advertising and media industry for the better part of two decades.

Oracle: What do you see as being top of mind for marketers heading into 2016?

Dolan: Automation will continue to be top of mind for marketers as data and programmatic buying become increasingly important to communicating brand messages digitally. The rapid growth in the consumption of video, especially on mobile devices, is making these audiences more and more meaningful to marketers. In 2016, the industry will continue to confront and address issues that we already are facing. So, IAB in 2016 will redouble its efforts to minimize fraud and reduce the effect of ad blockers in the ecosystem. The industry has made good progress addressing these problems, and IAB will continue working to address these problems with our industry partners, the ANA and the 4A’s. As just one example of something we’ve done together this year, the IAB joined with the ANA and the 4A’s to promote a trustworthy supply chain by launching the Trustworthy Accountability Group (TAG), whose goal is to establish a trusted digital marketplace for publishers, marketers, and agencies.

Oracle: What are some key takeaways from the IAB MIXX Conference?

Dolan: The IAB MIXX Conference is a celebration of digital as an effective marketing medium. We want marketers to think of digital advertising not just as the traditional banner ads, but as much more. IAB MIXX will showcase what is working in digital marketing, the latest trends and how the industry is evolving. The IAB wants to help brands and agencies understand the true flexibility of the medium and how things like data are continuing to move the needle. We are convinced that there is great value in reminding marketers that digital is the best way for communicating their messages to their consumers—since their consumers are spending so much of their media consumption on digital devices.

Oracle: What can we expect to see from the IAB in the near future?

Dolan: This fall, the IAB Data Council will be releasing a new study with the Winterberry Group entitled, “Data as a Competitive Advantage.” This report will examine how marketing automation and data usage are becoming increasingly important. More and more organizations are integrating marketing and communications as part of the enterprise technology stack. In order to unlock their data’s potential and use it as a competitive advantage, organizations will need to leverage it across enterprise platforms from CRM, to commerce, to communications. Messaging can be optimized by consumer preferences, and data can influence how the message looks and all of the relevant data points – weather, location, browsing, shopping and social data now all tie into meaningful communication with the consumer. This study will show what sophisticated users of data and technology are doing to extract meaning from first- and third-party data. Look for it in late October!

About Patrick Dolan:

Dolan pioneered a number of digital advertising techniques while in senior roles at DoubleClick, now owned by Google. While Director of Business Operations at DoubleClick, he was on the team that developed interest based advertising, re-targeting and other data related advertising products.

Prior to the IAB, Dolan served as the Executive Director of The Locomotion Cable Channel, a joint venture between Hearst and Corus Entertainment. In addition, Dolan served as the director of finance for George Soros’ network of philanthropic entities, The Open Society Institute, in Europe. Based in Budapest, he managed a budget of over $500 million disbursed in over 20 countries in Europe and the former Soviet Union.

Dolan received his B.A. in Economics from the University of Virginia and his MBA from Virginia Commonwealth University. We asked Mr. Dolan to share his insights from the IAB as we head into 2016 and beyond:

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Image: crazystocker/Shutterstock

 

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