Inspiration and Innovation: Andriy Kulik's Journey at Screencore

What's it like to be a part of the Screencore team? Andriy Kulik, Programmatic Operations Manager, provides an answer to this question.

In his interview, Andriy also discusses the impact that leading account management processes have had on his professional development, offering a glimpse into the growth opportunities that Screencore provides its team members. He also delves into the significant shifts anticipated in programmatic advertising for 2024, emphasizing the strategies Screencore is adopting to stay at the forefront of these changes.

Andriy, you joined the Screencore in 2022. What aspect of the Screencore team inspires you the most?

The people. Joining the Screencore team in 2022 has been a transformative experience for me, primarily due to the remarkable people I work with every day. The aspects that inspire me the most about the Screencore team are the unparalleled dedication and passion that my colleagues bring to our work.

Our clients and partners are also the source of inspiration. The collaborations we've formed extend our capabilities and perspectives, enabling us to achieve various goals. The synergy between our team and our partners fosters an innovative ecosystem where new ideas flourish and evolve into tangible outcomes.

As the Programmatic Operations Manager, could you share with us which personal growth opportunity has had the most significant impact on your professional development?

Reflecting on my time with Screencore, the opportunity to lead account management processes stands out as the most impactful experience in my professional development. This role pushed me out of my comfort zone, necessitating the development of a range of new skills, from strategic planning to team leadership.

Leading these processes has not only broadened my technical knowledge and skill set but has also significantly contributed to my personal growth by enhancing my confidence and leadership abilities. Undoubtedly, this has been a pivotal point in my professional journey, equipping me for more complex challenges and leadership roles in the future.

Looking ahead, what emerging trends or technologies do you foresee having a substantial impact on the field of programmatic advertising? Additionally, how is Screencore positioning itself to leverage these advancements effectively?

I think 2024 is poised to be an eventful year in programmatic advertising, with significant shifts ahead. The main one among these is navigating the transition away from third-party cookies in programmatic advertising. For twenty years, programmatic advertising has heavily relied on third-party cookies for tracking and targeting. However, this era is coming to an end, with major browsers phasing out cookies and the introduction of increased data privacy regulations.

How does Screencore react to this? We pivot towards strategies like using first-party data, contextual targeting, and privacy-friendly identifiers to maintain effectiveness in our programmatic campaigns.

The growth of CTV represents yet another significant trend in the programmatic landscape. In 2023, we witnessed a major shift in programmatic ad spending, with over 40% allocated to CTV. This trend is set to continue into 2024, as US CTV programmatic video ad spend is expected to grow by nearly 18%, accounting for 88% of total CTV ad spending. The rise of CTV is further propelled by its cookieless nature, making it an increasingly attractive option in the face of the deprecation of third-party cookies.

In the rapidly evolving landscape of ad tech, which current trend do you find particularly captivating or promising, and why?

Artificial Intelligence! This technology stands out as particularly captivating and promising. This shift is driven by the need for more efficient, targeted, and personalized ad campaigns that can adapt in real time to changing consumer behaviors and market dynamics.

AI and ML technologies are revolutionizing the way advertisers identify and reach their target audiences. These technologies enable the analysis of vast amounts of data to identify patterns, predict consumer behavior, and optimize ad placements for maximum engagement and conversion rates. This level of precision and efficiency was previously unattainable, leading to more effective use of advertising budgets and higher ROI for advertisers.

As I mentioned earlier, AI and ML are instrumental in enhancing the aspects of Screencore work. They support dynamic creative optimization (DCO), where ad creatives are automatically adjusted in real-time based on user interactions and preferences. This ensures that the messaging is always relevant, engaging, and tailored to the individual, significantly improving the user experience and campaign performance.

What role do you believe Screencore can play in shaping the future of programmatic advertising, and what steps are being taken to realize this vision?

Focusing on video and CTV positions Screencore as a leader in this domain, setting it apart from other programmatic companies. Creating a targeted, engaging, and measurable environment for advertisers will aid in the development of our company and the ad tech industry as a whole. Concentrating on these areas will enable Screencore to not only navigate the changing landscape of programmatic advertising but also guide the industry towards a more efficient, ethical, and user-centric future.

Moreover, by forming strategic partnerships with key players in the digital ecosystem — including publishers and advertisers — Screencore can foster a collaborative environment that promotes innovation and establishes new standards for programmatic advertising.