Martech Interview with the U.S. Managing Director, Scibids Technology – Eric Schwartz

Eric Schwartz from Scibids explains how programmatic buying works and how AI is enhancing the crucial functions of martech and adtech.

 

Technology has always been the vehicle that drives the marketing sector, but how it is applied and establishing clear goals you need it to achieve is most important.

1. Tell us about your role in Scibids?
I am currently the Managing Director of Scibids in control of all operations and the P&L in the U.S. This includes sales, marketing, and account services. I report directly to the co-founders in Paris, France.

2. Can you tell us about your journey into this market?
I have spent the last 10 years working in digital advertising and most recently the last 5.5 years working for a programmatic managed service company called MiQ Digital. Given the transactional and uncertain nature of media/IOs I always had a healthy appetite to shift my career into AI/software that empowers programmatic teams to supercharge their own in-house capabilities.

3. How do you think technology is upgrading the marketing Sector?

Technology has always been the vehicle that drives the marketing sector, but how it is applied and establishing clear goals you need it to achieve is most important.

4. How has integration of AI empowered marketing professionals?
AI has many different applications so it’s important to first understand how/where AI can be applied to your marketing business to drive efficiencies and desired business outcomes Also, it’s crucial to be able to understand to what level AI can replace human resources but make sure humans are training the AI to assist with certain tasks vs others.

5. Can you explain how does your platform help in programmatic buying?
Our platform is helping programmatic buying because it is removing mundane/repetitive tasks and re-focusing human attention to more strategic tasks which can ultimately empower the AI to be as efficient as possible. When integrated properly our solution will do three things well:

1. Improve your media performance by 30-70%
2. Increase working media efficiency by upwards of 40% (aka do more with less- profit center)
3. Give 30-40% of time back to human-trading resources.

6. What features of your platform differentiates it in the market?
We are the only non-bias DSP-agnostic platform that operates within the confines of our clients’ native tech stacks strictly as a processor of data. Some of our core USPs include our multi KPI solver framework, ability to both onboard and optimize towards any third-party source of truth data to drive true business outcomes, and we are fully transparent.

7. What advice would you like to give to the technology Start Ups?
Rome wasn’t built in a day. Have patience and be creative about how you approach the market with your story that doesn’t always come off as a hard sale. My focus has been on education and building trust. The rest will follow. Also, don’t be afraid to ask a million questions to everyone both in and out of your network. You will always learn something new by doing this.

8. What work related hack do you follow to enjoy maximum productivity?
Well, given COVID and working remotely, taking 20-minute walking breaks with my wife always helps.

9. How do you prepare for an AI-Centric world?
By working for Scibids.

10. What are the major developments you are planning, in recent time?
We are always working to leverage the very best tools any of our partner DSPs can offer. For instance, we are now delivering our services on DV360 via their brand new Google custom-bidding product instead of bid modifiers.
We have been recently extending our product to the “app install” world positioning DSPs as a very competitive acquisition channel compared to social platforms.
And we have been extending our product to creative optimization on top of bid optimization.

11. Can you tell us about your team and how it supports you?
We just established the entity in the U.S, back in March, so right now I am supported by an account manager, who will be moving from Paris to NY once COVID allows for it. I also have internal support from both of Scibids co-founders, in-house business development staff, and engineering and sales teams.

12. What movie inspires you the most?
Good Will Hunting

13. Can you give us a glance of the applications you use on your phone?
Weather.com, Ring, Babbel, food services, vrbo, bank accounts, audible. I am a simple man.

Check Out The New Martech Cube Podcast. For more such updates follow us on Google News Martech News