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Most ad technology and exchanges deal with remnant inventory, no matter how people try to avoid the R word. The huge direct deals world is largely stuck in the stone age. But that's changing, with new platforms and programmatic buying coming to Class 1. Learn how things are evolving over the next few years, what the demand and supply sides want, and how publishers need to recalibrate their fears of channel conflict. Presenter: John Ramey, founder & CEO, isocket @jpramey
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Tearing Down the Wall Between Technology and Direct Sales
John RameyFounder & CEO of @isocket
@jpramey
The two worlds must and are colliding
Tech, please meet Direct
The Fat Middle
Property Specific. Premium. Guaranteed. Fully Transparent. Point and Shoot. Easy.
RTB & Programmatic Direct Are A Cute Couple
Test & Scale
Use RTB / spot market to learn. Properties earn their way onto direct media plan.
Over and Under Frequency Management
Buying direct is hard, slow, and costly.
This makes it easier.
Humans Matter
APIs are a better fax machine.Humans matter, and do better with better tools.
Control
Your packages. Your pricing. Your decisions.
Questions or More?
Have a healthy fear of machines. But don’t let the fear freak you out and hurt you.
Holding too many shotguns at your front door encourages people to break in your basement
Fear – NOT change – is what causes these businesses to fail. Don’t be like the RIAA.
Making it easier for people to do business with you
=More people will do more business with you
Care about how your sausage is made.
1. The wall is falling. Tech, meet direct.2. New tools for programmatic and RFPs.3. Very different inventory than spot market.
John RameyFounder & CEO of @isocket
