Podcast: GroupM's Social Life

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here.

This week's podcast guest, Kieley Taylor, will speak at AdExchanger's upcoming PROGRAMMATIC IO New York conference on October 25-26 on a panel titled "Battle of the Platform APIs."

Social media advertising continues to evolve at a breakneck pace, driven by video, a new generation of visually oriented smartphone users and powerful identity-based ad solutions.

And no single company manages as much social ad spend as GroupM.

This week, with the help of GroupM's head of paid social, Kieley Taylor, we plunge into the weeds of paid media opportunities on platforms like Facebook, Twitter, Snapchat and Pinterest.

In the discussion, Taylor evaluates the relative strength and maturity of API programs offered by these companies, each of which has a different ad infrastructure and a different set of rules.

"They don't want to talk to each other and they don't want their data to be commingled in a way that their policies don't allow for," she says. "I really feel for those API partners who are tasked by agencies or clients directly to build and maintain all of the breaking changes across more and more APIs."

Also in this episode: Does Facebook Audience Network count as social? What about influencer marketing? And what does brand safety mean in an algorithmic content environment?

 

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