Advertising Technology

Mark Kopera on Product Management and Creative Decisioning

Mark Kopera is the Director of Product Management at [x+1]. Previously, Mark has worked in digital media at companies including appssavvy and Digitas. We recently spoke with Mark about his current role.

The Makegood: What skills did you gain from consulting that enable you to better understand digital media?

MK: I was fortunate enough to be exposed to several clients, industries and projects early on in my career. Three things I gained from this experience that are critical to my work at [x+1]: understanding how to optimize success and provide best-in-class solutions across a diverse customer base; being at home in an industry and company that are both rapidly evolving; and combining a long-term strategic vision with a constant eye toward efficiency.

The Makegood: As the Director of Product Management for [x+1], can you tell us about what your role entails?

MK: My primary responsibility is working very closely with clients, industry partners and folks at [x+1] to identify and design innovative new offerings across our Origin platform (Data Management Platform, Demand-Side Platform and Origin Site optimization tool).  This involves constant collaboration and gives me the chance to work with people who are truly driving the evolution of digital marketing. The initiatives that currently make me most excited involve the continued extension of these tools throughout the ad-tech and marketing ecosystems.

The Makegood: Previously, you said that “real-time decisioning” across an entire media plan will enable marketers to gain efficiencies by eliminating wasted impression buys, while improving the relevance and impact of their consumer messaging. Can you tell us how this works?

MK: The core function of our Origin DMP is to provide marketers with a uniform platform for executing real-time content, message and offer decisions across all of their digital marketing channels, based on all available customer attributes. The Creative Decisioning feature extends this capability by integrating with ad servers to allow for our audience/decisioning technology to inform what creative is served with each impression, across all buys on a media plan.

A simple but powerful example:  in a customer acquisition campaign, buying properties that index high to your best prospects makes it likely that existing customers will make up some portion of your plan.  Instead of showing them creative for the product they already own, Creative Decisioning can be used to tailor the offer or message to focus on new products or services they are most likely to be interested in.  So rather than wasting impressions, direct buys are now able to provide the messaging most likely to drive ROI on every impression.

The Makegood: Can you tell us about some recent client successes?

More and more, our clients are demanding a multichannel view of their customers and approach to campaign management, combining increasingly rich (and large) sets of data. In addition to creating eligibility rules on a webpage, for example, clients need to synchronize these rules, and the associated messaging across channels and beyond traditional display and video to incorporate search, social, SMS and mobile services messages, email, and more. As marketers think about their marketing plans more broadly and how their data can be leveraged, they are looking for solutions that match up to how customers interact with their brand – and that’s across touch points.  Our recent successes help them achieve this goal and have driven amongst the highest conversion rates we’ve ever seen.

The Makegood: Thanks, Mark.