For anyone new to ad tech PR, it can be overwhelming to learn and understand. The acronyms alone are daunting. Of course, ad tech PR teams don’t need to be experts in every new platform or tech tool, but we need to understand industry trends, issues, and key players.
At Crenshaw, we have worked with many ad tech companies across different verticals, so we appreciate how fast the category has changed, and how it touches so many different industries, from marketing to data security. For those wanting to dive in, here are some relevant posts that might serve as an ad tech PR primer.
Even ad tech veterans can be stymied by the industry’s jargon. And acronyms like DMP, CDP, FLoC, and GDPR are impossible to avoid. Understanding key terms can help ease the transition for those new to the category. And don’t miss Digiday’s “WTF” archives to keep up with hot topics.
The only way to stay current is to keep up with the trades. Add Adweek, AdAge, AdExchanger and Digiday into your daily rotation for a better understanding of the industry to start.
Obviously it’s important to know who is writing about ad tech and identify the different beats – from social media marketing to streaming to data privacy or brand safety. Twitter is an excellent way to build a list of go-to journalists. Often they will tweet looking for sources for a story and social media is the best way to track any changes in publication or beat.
Many of our ad tech programs revolve around executive thought leadership content and speaking opportunities. Bylined content, white papers, awards and conferences are essential tools and platforms for positioning executives as leaders. Conferences and speaking engagements on panels get executives in front of a room of peers and positions them as a credible resource for both media and analysts. Events like Advertising Week, AdExchanger Programmatic I/O, to Cannes are all great opportunities for PR to gain extra exposure for executives.
Need moral support? Check out this post from our own Hannah Kasoff, who moved over from the ad tech client side.