9Dialogues Provides an Inside Look at the NinthDecimal Culture and the Amazing People Behind Its Success
In this installment of “9Dialogues”, we speak with Amy Caplan, SVP, Strategic Partnerships about the dramatic changes in advertising while at NinthDecimal and throughout her career.
What is your role here at NinthDecimal?
My focus is to work with brands and customize solutions designed to meet their business goals and objectives. Through these focused relationships it is our objective to provide them with competitive advantages that contribute to their success in the marketplace.
The business of advertising has changed dramatically during your time at NinthDecimal. How has NinthDecimal adapted to the dramatic changes in the advertising industry?
I have the long view of our business. In all of those years, I have never witnessed a time so characterized by change in human behavior based on a device that never leaves our sides. The implications for brands and how they reach customers truly boggles the mind. I am proud that our team here saw it coming and evolved our product portfolio ahead of that change. Throughout that change, we have built the business on the enduring idea of location. We believed when we started the business, and it is equally true now, that where you go in the physical world tells the story of who you are. There is no more powerful indicator of behavior and intent than the tracks of a consumer in the real world. At the beginning, the location data we received was useful but sparse. Fast forward to today where we are receiving around 1200 location data events per month from each device in our Location Graph. The rich abundance of location data allows us to create a complete understanding of consumers based on where they go and what they do.
We now work with 100s of companies that provide additional layers of data to build on top of our foundational location data. The result of these multi layers of information is the composite of a person that is both vivid and accurate. Additionally, brands are provided with these customer segments that can be activated on any channel in the media eco-system.
What do you see as the next big waves of change in the business?
We have a very disrupted and turbulent marketplace. It’s been a gathering storm and I believe 2018 will be the year that new business practices and organizations will take shape that reflect a new landscape in our business. Through 2017 we have seen brands increasingly question the quality of the advertising supply chain. Agencies are reorganizing to re-set the value they provide to the marketplace and AdTech will continue to consolidate.
I see big changes taking shape with entities such as TrustX that will be put in place for verification of the quality of inventory that brands are paying for. Much higher levels of standardization that will go right to the heart of marketer’s supply chain
Agencies are adapting to a re-ordered marketplace and looking again for the unique value and expertise that will be their calling cards to brands.
Amazon will disrupt everything and consumers overwhelmed by too much content and choices will begin to consolidate how and what they consume.
We know that women and the leadership roles they play is very important to you. In view of the changes in the industry, what has been the impact on women?
We have a diversity issue in our business that are evident from the cubicles to the corner offices to the boardroom. As the business of advertising has evolved in the direction of AdTech, women have been increasingly challenged to find their seat at the table. Only 2.9% of AdTech CEOs are female, a lower figure than the 4.8% of Fortune 500 CEOs who are women. There are many barriers such as bias, inertia and frankly if women are not in senior management or board positions they have no voice and a lack of visibility.
At NinthDecimal we believe this pattern is bad for business on many levels. First and foremost, women belong at the table. Without them our collective intelligence as a company is imbalanced. We are also concerned that younger women will look up and say “no thanks” to our industry. We have daughters and we want them to see opportunity everywhere that they look.
It is our hope that given the culture we are living in where many of these issues have found their way to the surface and in to the most public of conversations, that we’ll see the conscious efforts to make essential corrections. In 2018, we see determined efforts to make sure that the seats at the tables of decision making are increasingly filled with women.
What do you like most about working at NinthDecimal?
What I appreciate most about my work at NinthDecimal is the support and resources that are made available that allow me to respond to the specific needs of our clients.
In supporting our clients, we do not have a “one size fits all” mentality. We view these relationships truly as partnerships and see success in terms of our ability to work collaboratively in solving their business challenges.