Thaís Cintra

Media Director - iProspect

thought leadership

Technology has been sparking an unprecedented revolution.

Looking back on the not so distant past, I think about how much more difficult my life would be without her.

Today, when I travel for work and longing, I talk to my daughter through a video calling app and then reassure my mother's heart by seeing that sappy heart-melting smile.

It is through my daughter also that I observe the new habits of content consumption, she wants to decide on her own which design of the time, without delimitation of time or language.

From my point of view I think of the ease of getting around for meetings with clients and renting a property to spend the weekend at the beach.

Technology is already so embedded in our lives that it doesn't even cross our minds how it would be possible to live without it, but behind all these changes, there is a restructuring of organizations to adapt and reinvent themselves in the face of this reality that changes every day and is not seen by those who consume these technologies in their daily lives, a restructuring that we call digital transformation.

And, after all, what does digital transformation impact for us, the media, our position and role within an organization? The answer is only one: we are agents of this transformation.

Digital platforms and media channels are constantly changing, making improvements to attract more users or retain them through the best experience and sophistication of their algorithms and formats, also aiming to bring increasingly better and more effective results for advertisers.

As a result, media play a role that goes beyond the planning of media that address all the moments of the consumer's journey, we need to take a deeper look at efficiency, from the perspective of the results that data and technology can provide us with with an ecosystem of tools that we call MarTech.

This ecosystem is increasingly sophisticated.

It considers all the technology tools needed for greater effectiveness in buying, delivering and optimizing media.

This ecosystem typically has platforms or technologies to collect, segment (DMPs) and enrich data providers.

It also has media buying tools (DSPs) linked or plugged into optimizers that, with parameters, increase and decrease bids between segmentations and campaign groups in real time. Another important point is the delivery of creative pieces in scale through DCO and automated data visualization in real time, considering not only the media KPIs, but also the business KPIs, allowing the change of route in channel planning in record time.

In addition to MarTech, we also monitor the performance of the media purchase inventory: viewability, brand safety and ad fraud, to ensure that the campaign is actually being viewed, being delivered to the right audience, in appropriate content and being seen by humans.

In other words, technology is everything that permeates the media position today, bringing with it the role of digital transformation so desired by organizations.

There is no digital media without technology, there is no transformation without the agents disseminating this culture.

It would be much pretended to delegate this role exclusively to the media area, because for an organization, be it a company or an advertising agency, to really accomplish the digital transformation is necessary the common effort of all the areas, but, yes, today we are a fundamental part for this transformation.

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