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Michael Bassik
CEO of Axel Solutions, LLC
Michael A. Bassik is Founder & CEO of Axel Solutions, LLC. Recognized as a digital media pioneer, technology investor and entrepreneur, he has advised and launched a wide range of marketing and technology companies. He is co-founder of DSPolitical, a leading political media and technology company, and co-owner of Brooklyn Magazine, a digital culture and lifestyle publication.
Highlights
As the dust settles on recent carriage disputes, a new era of television is on the horizon. From new technologies to evolving business models, it’s time to prepare for ATSC 3.0 and embrace the joys of free TV.
Reflecting on the recent bankruptcy of MediaMath, a pioneer in the adtech ecosystem, here are three key takeaways for marketers to remain resilient in this fast-evolving space.
- Redundancy: Don't put all your eggs in one basket. The adtech landscape is notorious for its volatility. It is always beneficial to diversify your tech stack to ensure seamless operations when a preferred partner goes down temporarily or permanently.
- Optionality: Redundancy is more than simply picking a ‘backup' option. It’s about giving you optionality and flexibility. Different DSPs bring different strengths to the table including access to unique datasets, features, and inventory sources. Expand your options to fully leverage the benefits that each can offer.
- Specialization: Most DSPs take a generalist, undifferentiated approach. Instead of homogenized offerings, brands and agencies should consider specialized DSPs designed for their particular needs. For example, our platform Deploy was purpose-built for political and public affairs advertisers. It provides unique datasets and a nuanced approach to meet the demands of political marketers. Built on top of multiple DSPs, it also ensures redundancy and optionality. Other specialized DSPs and self-service solutions include Spotify Ad Studio for streaming audio, Walmart DSP for retail media attribution, and Vistar Media for digital out-of-home. In essence, as we bid adieu to MediaMath, let's ensure we build for redundancy, value optionality, and seek specialization in our respective adtech journeys. It's through these lessons that we at Optimal continue to innovate and evolve our approach. #adtech #MediaMath #DSP cc Mark Jablonowski Russell Wagner Alex Ham Lizzie Serber Brian Wulfe Alexander Keller Jacob Garber Ryan Fanning Waverly Loza A. Benjamin Gore Katy McKegney Ryan James Evans Khary Brown Scott Stedman Tiiso M. Mark Torres Sara Weinstein Michael Lozito MaryEllen Veliz Kaitlin Ply Nick MacShane George S Rogers Shelbi Schadendorf
