Quality and Efficiency are the Keys

Q&A
Jennifer Morgan

Collective is a leading media and technology solutions provider for display advertising. Collective delivers targeted audiences to advertising agencies, brand advertisers and publishers, through a combination of premium inventory, data and technology.

What are the most important trends you see happening in the online advertising space?

I think that the trend toward audience-based targeting will continue. We’re at a point now where we can deliver online audiences to advertisers precisely and at scale. Individual Web publishers will continue to be important, but the networks deliver large amounts of cross-site data and the technology and insights necessary for more effective advertising online.

You’ll remember in the 90s that our industry promised to put the right d in front of the right person at the right time. But the technologies, analytics, strategies and experience weren’t there to deliver the insights that advertisers have always needed to be successful. But now that’s all changed, and online display advertising is poised to become the most important advertising medium in history. Collective can, for example, deliver a video advertisement, with all the sight, sound and motion of television, directly to a targeted audience, and then deliver very granular analytics back to the client about consumers’ interactions with the ad. No other media can combine this kind of scale, targeting and measurability, along with very flexible creative formats.

This is why I believe the other big trend will be the continued movement of dollars from offline media to online.

 

What kind of transparency and control should advertisers look for?

Brand advertisers should only work with a 100% transparent network that in turn works only with premium publishers. Collective was built on this principle, and we continue to be on the forefront of quality — both in terms of our publishers as well as our data partners. Data quality is key as it allows us to offer our clients the most sophisticated targeting available. We currently partner with more than 13 best-in-breed data providers to give clients instant access to anonymous targeting data on over 165 million Web users — 80 percent of the total U.S. Internet population.

 

How would you describe Collective to people who aren’t familiar with it? What makes it unique?

Collective is a leading media and technology solutions provider for display advertising. We deliver targeted audiences to advertising agencies, brand advertisers and publishers, through a combination of premium inventory, data and technology. Our years of experience and our proprietary technology enable us to provide deep insights to our clients, which they can then leverage to reach any audience that they may be seeking.

Our flagship solutions are the Collective Network®, the original transparent network for brands; Collective Video®, the world’s first audience-driven video network; Collective Direct™ , the high quality network for direct marketers; and AMP®, the leading ad network administration, audience targeting and reach extension platform.

We’re headquartered in New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, and San Francisco. For more information, visit www.collective.com