agency reviewAdExchanger’s Programmatic IO Virtual convention entered the ultimate stretch on Monday with classes targeted on ecommerce, id and funding tendencies. Beneath are some highlights. The ultimate day of proceedings will kick off this Wed. Oct 21 at 1:05 pm ET. Click here for the agenda.

Shoppers’ mad sprint to ecommerce has compelled a parallel scramble by manufacturers, publishers and know-how firms whose fortunes rely on reaching them.

“Commerce advertising is large, trillions of {dollars},” Criteo CEO Megan Clarken stated throughout a hearth interview.

But solely 20% of these budgets are spent in digital, she added: The remainder go to issues equivalent to cardboard cutouts and privileged placement on grocery cabinets.

That’s going to alter, she says, and firms that may join offline to on-line will profit. Criteo desires to be one by leveraging its historic place because the reigning monarch of retargeting to push into different areas.

“What’s been necessary is to remodel the corporate from yesterday to its future. I’ve talked about changing into extra of a full stack DSP,” Clarken identified, however that doesn’t imply going after The Commerce Desk by itself turf. “I look extra towards an Amazon than I do towards a Commerce Desk. We’re all on this collectively although. There’s loads of room and rather a lot to do for advertisers.”

Cash flows

The energy of tech valuations, together with Criteo and – particularly – The Commerce Desk, is an enormous cause why the inventory market is so out of whack with america’ still-faltering financial system. That’s unlikely to final, in response to Elgin Thompson, managing director of know-how funding banking at JMP Securities.

“We count on there can be a correction that drives the fairness markets to be extra intently aligned with the broader US financial system,” Thompson stated. “We imagine there can be a catalyst that drives a pointy correction relatively than … a gradual correction.”

In his presentation on funding tendencies, Thompson charted elements influencing M&A outcomes this yr and subsequent. Giant strategic gamers have the money available to gasoline consolidation however are to date holding their playing cards.

“In recessions the robust get stronger and the weak get weaker,” he stated. “The know-how bellwethers that historically fund acquisitions … have money positions in extra of $5 billion. These must be well-positioned to gasoline acquisitions.”

Personal fairness firms too are properly capitalized with $1.6 trillion in dry powder. All the identical, Thompson’s market conversations counsel monetary sponsors are being cautious.

“There’s a flight to capital to the perfect of the perfect,” he stated, a bit fatalistically. “The digital disruption that has been promised has occurred.”

Fixing for id

As “correction” is to “investing,” so “identifier apocalypse” is to “promoting.” Timing: unsure. Chance: inevitable.

In an information-packed presentation, Advertiser Perceptions VP of Enterprise Intelligence Lauren Fisher supplied a deep dive on how entrepreneurs and different stakeholders are excited about obtainable id options out there. She drew on knowledge from a survey collectively carried out with AdExchanger (and obtainable quickly to AdExchanger members).

Among the many research’s conclusions: Advertisers are counting on id options as an built-in service that’s bundled with media and know-how choices. They’re, on common, utilizing greater than 4 separate id providers from the likes of Google, Fb, Amazon, Salesforce, Adobe, LiveRamp and The Commerce Desk.

“A majority of … advertisers would love for another person to unravel the issue,” she stated.

However they don’t seem to be ready idly by. Absolutely 65% are relying extra closely on ID graphs constructed on first-party knowledge.

In the meantime, unsurprisingly, there’s a shift underway to omnichannel measurement instruments equivalent to gross sales raise analysis, Fisher stated: “It offers us again capabilities to right-size a few of our efforts and rethink how we’re approaching issues.”