Flashtalking’s Ben Kartzman On The Importance Of Data Independence, And What That Means For Advertisers
In this interview from CES 2024, Flashtalking COO Ben Kartzman explores the importance of data independence for advertisers.
Ben Kartzman: We think it's really exciting. I mean, we were just chosen as one of the partners for Amazon to help their customers transition, customers who were using Sizmek, and move them over to us. As the leading, most scaled global primary ad server in the market outside of Google, we believe we are the right alternative for these customers who want and value data independence, and who want to be on an independent ad server. So, we're excited about it. We think it creates a lot of opportunity for advertisers who want to be with a partner that's outside of the Google ecosystem. It's the opportunity for them to own their own data, right?
That's the big value that we provide. We believe that marketers who put their data into our system, put their creative into our system, that data is theirs, right? We don't believe it's ours; we believe it's theirs. And so, being able to take a stance and say, "Hey, listen, to you as an advertiser, you should have the freedom to do what you want with this data. You should be able to optimize against it across any channel that you want. You don't have to go into like our system and only our system to get it. We can push it to you in a way that's convenient, works for you, and that you can plug into the other data models that you're building.
I think retail media, it's where dollars are flowing. We think that the world is moving to a place where retail media, and all media in general, needs to be measured, and retail media is a great place to be able to do that, because you can obviously get the data back against who actually purchased, and to be able to have that as a signal, and something that we, from a creative perspective, can optimize against, we think is super valuable.