In search of bigger audience scale and more user detail, they have began pooling audience ad data, in a bid to impress ad buyers who are getting high on Facebook and Google’s unrivalled offering.

Guardian + Telegraph + News UK + Reach = "Ozone", online newspaper ad sales consortium with joint campaigns, unified platform, its own tech stack and a bigger claimed audience than Facebook. https://t.co/BhA8pGHtDz

— Robert Andrews (@RobertAndrews) November 14, 2018

Other publisher alliances: 1XL, Verified Marketplace, Pangea Alliance, Project Juno/Rio/Arena. And that's just ad sales, and just UK. Others around the world, esp. Benelux, as publishers respond to common challenges. https://t.co/st3NYNx7s2

— Robert Andrews (@RobertAndrews) November 14, 2018

In the US, by contrast, such cooperation has been relatively absent.

Until now. 24/7 RealMedia founder and WPP executive David J. Moore just became CEO of BritePool, an off-shoot of Sonobi which aims to bring to market an identity graph system for the open web.

“The problem for the industry outside the wall of gardens has been that last year in North America 91% of the increase in digital spending, 2018 over 2017, went to Facebook, Google, and Amazon,” says Moore in this video interview with Beet.TV.

“Now, that’s because their have a more effective platform than the rest of the ecosystem. Arguably, they deserve that much money. The key to the future is cooperation in the open web outside of those walled gardens.”

Many tech vendors in the ecosystem, of course, now offer identity graph systems, claiming to bring together user data from disparate sources.

Moore wants publishers to get involved.

“In discussing my new venture with a number of publishers overall, I’ve never seen more desire for cooperation in the history of my time in this industry than I find today,” he says.

“This a call to action for all publishers to work together to share identities with one another so that we, too, can create an ecosystem that is every bit as effective as those as the walled gardens.

“It’s the way of the future and if we don’t work together here, the future for content and publishers in the way that they have operated in the past is not too bright.”

That’s the view according to veteran ad man David J. Moore, the chairman of WPP’s Xaxis programmatic outfit.

Speaking at a Beet.TV leadership summit, Moore discussed the rise of what is variously called “dynamic creative optimisation” or “dynamic creative” – “the ability to design an ad on the fly for a particular user or user group”.

Unlike conventional ad production, which tends to be for a single unit, ad production for dynamic optimisation often involves creating raw materials for a multitude of different scenes and permutations. In short, the ad may be different every time, depending on the viewer.

Moore says agencies would rather hold on to the traditional way they bill for their work.

“The legacy agency business still tends tone a time-and-materials business,” he says.

“If one of these (dynamic ad-tech) companies helps them save time and money, (they) actually lose money. We have to deal with that economic dilemma.”

A new wave of company – with one foot in technology and the other in creative – is emerging to help brands and their agencies produce ads that are the creative equivalent of a choose-your-own-adventure book, in which the story is dictated by targeting algorithms.

“My belief is the creative agencies will develop what I would call ‘creative DMPs’ and use their own DMP (data management platform) to not only direct the production of future digital but also be able to work with clients and data in a way that preserves the amount of time they’re spending on the account and perhaps even increases it.”

What form a “creative DMP” may take is not yet clear. But its role is important because, as Moore puts it, the creative process, in the last couple of years, has lagged behind the new toolset that is now applied to ad targeting.

This video is part of a Beet.TV leadership summit on video outcomes presented by Eyeview. For more videos from event, please visit this page.

Moore is one of many industry leaders who will gather in New York on March 9 at the Beet.TV Leadership Summit titled Outcomes: Connecting Video Ad Spend To Sales. The event is sponsored by outcome-based video marketing provider Eyeview.

In an interview with Beet.TV at the IAB Annual Leadership Meeting, Moore notes that one neglected aspect of “the fantastic growth of digital over the last ten years” has been creative.

“And what we have now seen is a whole host of creative management platforms, as well as dynamic creative optimization companies that provide one more way for us to optimize a campaign,” Moore says.

Alas, most of this creative customization has been relegated to display ads. “Today video is not being put together on the fly in order to create an ad specific for a user. That will happen in the future,” Moore predicts.

“Right now, most of the video renditions tend to be downloaded overnight into a cable box or made available in some other fashion,” he adds. “However, over the next few years you will see video become an increasingly important part of the dynamic creative optimization marketplace.”

Among the speakers joining Moore on March 6 at the Andaz 5th Avenue for the Beet.TV Outcomes Leadership Summit are: Lisa Archambault, Senior Director, Global Advertising, Caesars Entertainment Corporation; Tal Chalozin, CTO and Co-Founder, Innovid; Brad Danaher, Television Partnership Director, Experian; Andrew Davis, Founder, Monumental Shift; Bob Estrada, EVP & Director of Strategic Partnerships, BBDO New York; Andrew Feigenson, Chief Revenue Officer, Nielsen Catalina Solutions; Oren Harnevo, CEO, Eyeview; Rebecca Lieb, Advisory Board Member, Netswitch Technology Management Inc. and OneSpot; Joanna O’Connell, Chief Marketing Officer, MediaMath; Matt Prohaska, CEO & Principal, Prohaska Consulting; Tom Rogers, Executive Chairman, WinView Games, Chairman and CEO, TRget Media; and David Shim, Founder and CEO, Placed.

This video is part of a series produced at the IAB Annual Leadership Meeting. Beet.TV’s coverage of this event is sponsored by Index Exchange. For more videos from this series, please visit this page.

In this wide ranging conversation, Moore talks about the use of data in media planning, pricing and procurement of media and the evolving tech stack of Xaxis which is now deeply integrated with AppNexus.

Moore joined WPP when 27/7 Media was purchased by WPP in 2007.  He also holds the title of President of WPP Digital.

This video was produced at the Beet.TV executive retreat sponsored by AOL and Videology.    Please find more videos from the event right here.