Are You Ready for the Bionic Age

of Digital Media?

Hotwired served up the first banner ad for AT&T

on Oct. 27, 1994

The “Guilded” Age

Advertising inventory was purchased in large batches at negotiated rates expressed in contracts called insertion orders, just like in print. These early digital media artisans soon joined together and established the guilds that became known as digital media agencies. Like medieval guilds, they closely guarded their trade secrets and only passed them down to their apprentices.

Media plans were made in Excel

42-step manual process

What is a DSO?

(hint: it came before DSPs)

Digital Switchboard Operators

Email Excel FileSharing

Research

Ad Serving

Buying / Billing

Ad Network

Source: Right Media

500 Ad Networks

Source: Right Media

Daisy Chaining

$5.00

$1.00

Source: Right Media

Source: Right Media

Ad Exchanges

April 2007

April 2007

July 2007

The Machine Age

The Machine Age introduced astonishing efficiency through real-time bidding on ad exchanges. Instead of humans taking weeks to plan and execute a campaign through an insertion order, machines purchased impressions at auctions that took place in the milliseconds before a browser loaded your Web page.

early trading machines were crude

Algorithms got Smarter

they created new revenue streams

hundreds of companies making machine parts

machines threatened to break the guilds

RTB

Direct$2billion

$8billion

RTB

Direct$2billion

$8billion

?

That’s where the money is.

Why do you rob banks?

Sutton Pivot

RTBDirectBuyingRTB

It’s not real-timeThere’s no bidding

“The cost of not having a connected business is costing the [digital advertising] industry $3.6 million dollars per hour.” Neal Mohan, Google’s Vice President of Display Advertising Products at Google’s thinkDoubleClick June 2013 event.

Source: AdExchanger

Programmatic Direct

The Bionic Age

We use computers to automate the repetitive, mundane tasks to free us humans to do what we do best: be creative and strategic.

Man versus Machine

Man and Machine

Humans + Automation=

Achieve Super-Human Results

Productivity

Speed

Listening and Optimization

New Insights

//upload.wikimedia.org/wikipedia/en/b/b7/Sixmilliondollar1.jpg

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=CbVRyW7nGPsvYM&tbnid=gXi9YNyjwoIjOM:&ved=0CAUQjRw&url=http://en.wikipedia.org/wiki/The_Bionic_Woman&ei=dYRhUsHTF9e44AOnt4GgDw&bvm=bv.54176721,d.dmg&psig=AFQjCNGMS4D3xrz1th06TRetubwvIdgHXg&ust=1382208977587861

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=gGlcoW7j6VpacM&tbnid=14f-6Q57taSTsM:&ved=0CAUQjRw&url=http://www.impawards.com/tv/bionic_woman_ver3_xlg.html&ei=toVhUsTYKvbJ4AOZgoG4Bg&psig=AFQjCNGMS4D3xrz1th06TRetubwvIdgHXg&ust=1382208977587861

Step 1 to becoming Bionic:Get a t-shirt

Step 2 to becoming Bionic:Replace Excel with

a real media workflow system

Buying / Billing

Research

Ad Serving

Workflow

Big Announcement

(for us, anyway ;-)

is now known as…

www.bionic-ads.com

ChrisChris O’Hara

Co-Founder & CRO

AdeleAdele Pellicane

VP Sales

MarkMark Winberry

Director of Product Management

JoeJoe Pych

Co-Founder & CEO