Recently, we’ve seen massive shifts in data privacy, automation, and AI-driven media buying. At Customedia, we’ve embraced these changes – diversifying the data we trade on, reducing cookie reliance, and ensuring our clients leverage the best-in-class solutions.
Testing new inventory, publishers, and channels is also important for us. This enables us to maintain or increase advertiser value as our clients move into the programmatic space.
Richard Warwick
Head of Digital, Customedia
Australia
Australia
“Decisioned media transforms ad spend into measurable impact – driving better campaign performance and cost savings with precision.”
Over the past decade, Richard has been driving innovation for effective media systems in an evolving landscape. With his diverse approach – across advertising principles, behavioural science, technical knowledge, and industry experience – Richard brings a rich set of expertise to the table. At Customedia, he’s spearheading greater impact and success for clients across paid media strategy, execution, and measurement.
LET’S TALK INNOVATION
Programmatic advertising has undergone significant changes in the past few years. How are you innovating in this space?
How do your innovations challenge the traditional programmatic model to support a more audience-centric strategy?
Our approach has always been to take a step back – making sure we have right metrics, right audiences, and that automation is driving our campaigns in the right direction. Once we’ve established this, then using the right tools is key to supporting this strategy.
As compared to traditional programmatic strategies, how do your innovations help clients or brands reach and engage target audiences more effectively?
We enable clients to better engage audiences by ensuring their media investments are data-driven and decisions are made in real time.
Moving away from cookie-based targeting and towards first-party data and contextual signals has also given us stronger reach across high-value segments. As a result, we’re able to refine audience segments and reach consumers in more impactful ways.
Moving away from cookie-based targeting and towards first-party data and contextual signals has also given us stronger reach across high-value segments. As a result, we’re able to refine audience segments and reach consumers in more impactful ways.
