Shazam’s Glenday: Programmatic all about data, better targeting

By Jim O'Neill on Jun 08 2016 at 9:15 AM

Programmatic advertising continues to gain converts around the world, yet it still faces widespread misunderstanding of how it works and why brands should use it.

Gary Glenday, Chief Revenue Officer for music app Shazam, recently told The Drum that education of the industry would go a long way to expanding programmatic’s adoption.

“Programmatic has changed a lot in the last year-and-a-half to the point where it's not just a transaction. When a marketer wakes up in the morning they don't say 'I can't wait to transact programmatically’ ­– they are trying to reach audiences,” Glenday said. “That's all programmatic is; an easy way to transact against an audience. We have a vast audience, we divide them into segments based on genre, location, mood and all of those things can be done programmatically.”

Glenday pointed out that programmatic isn’t “about low price and low quality,” but rather is based on better data and better targeting.

While direct advertising still has a place in the ecosystem, Glenday pointed out that programmatic has a unique role in the industry, one that is growing as analytics better define customers.

“Once you know who your audience is and who you want to reach and what the message is programmatic is absolutely the best way to do that,” he said.

Shazam is available in nearly 200 countries and, with fewer than 250 employees, it’s unlikely to be able to “talk to every customer about every user.”

“Programmatic provides us with a way to get those users in front of the right brands at the right time with the right message,” he said.

You can listen to the entire interview here.

Stay tuned.

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