Marketing technology (martech) and advertising technology (ad tech) will increasingly resemble fintech. In turn that will lead to a world where marketers can buy and sell audiences on the stock exchange, in just the same way that investors trade frozen oranges and pork bellies according to Tim Whitfield, director, technical operations at GroupM.
He described this future vision in a Which-50 video interview following a recent industry roundtable.
“When you think about it, why couldn’t you have audiences on the stock exchange?”
The martech and ad tech worlds are already drawing some “really stark parallels” with the development of fintech he suggested.
“I can really see it visualised in my mind, on a Reuters or a Bloomberg ticker at the bottom of the page you’ll see what the price to go and buy people 25-54 who are in your target demo, in your geographic demo, in your household income, that are guaranteed viewability, guaranteed brand safe, guaranteed fraud-free.”
“You’ll see that as a stock price going up and down and people will be trading it,” Whitfield said. “I can see a derivatives market [where the marketer says] you know what its only the middle of the year now, I wonder what the price will be at the end of the year? I am going to buy it in advance as a derivative.”
“That’s where I see the ultimate evolution of clean data, accurate data, disseminated everywhere to a larger audience,” Whitfield said.
“Over a long trajectory, and I’m talking in a couple of decades, then what I can see is that this seems to be this migration towards fintech.”
Whitfield made his comments speaking after a recent industry roundtable examining the merger of ad tech and martech which in turn contributed to the creation of a whitepaper called “The Convergence of AdTech and MarTech.”