Advertisers need to stop siloing adtech

Australia’s advertising industry needs to work towards a “fully integrated approach” when it comes to adtech, says Adform commercial lead for ANZ Angus Blackwood. Blackwood told AdNews the local industry currently views adtech in a more modular way which isn’t allowing it to be optimised to its full potential.“The opportunity to add value via a fully integrated approach could not only make ad spend more efficient, but also deliver a connected brand story,” Blackwood says. “There is a knowledge gap regarding dynamic creative optimisation (DCO), meaning a great opportunity to support brands as they build an understanding of how to move away from siloed planning to produce a joined-up storytelling experience for all customers – no matter the platform they are targeted on.”