Episode seven of the FIVE podcast looks at the ugly side of programmatic advertising and addresses a question that has recently been popping up more and more often: Will 5G make websites and apps load faster and eliminate the delays caused by programmatic advertising?
Some industry insiders believe 5G is the answer. Others believe 5G will make the problem untenable. Both can’t be true.
In episode seven, The End of Consumer Tolerance, Jake Moskowitz and his guests zero in on the two primary ad-related issues that slow down websites and other ad-supported consumer experiences: Network infrastructure and programmatic infrastructure. In a nutshell, here’s where the conversation landed.
While 5G brings a variety of efficiencies and improvements to mobile network infrastructures, the issues that plague programmatic advertising and cause related delays in user experiences, are inherent in the way the ad ecosystem currently works. These are issues 5G won’t fix. In fact, 5G is very likely to exacerbate these problems for 5G consumers.
In the course of the discussion, Kate Reinmiller, CRO & Cofounder of Ad Lightning, shares some astounding statistics about the egregious number of tags that weigh down the average programmatic ad. Yves Boudreau, VP of Partnerships and Ecosystem Strategy @ Edge Gravity, describes the problems with the cloud computing models currently used by ad tech companies and paints a picture of a programmatic future in which ads and experiences are delivered instantaneously – a future built on edge-cloud computing and distributed AI. Jeremy Lockhorn, emerging media expert and 20-year veteran of agency Sapient-Razorfish, outlines a framework that can help marketers think about the impact and applications of 5G and other emerging technologies in the new era of high-speed communications.