At Mediaocean's 50th Anniversary Party last week in NYC, Mediaocean founder and Vice Chairman, Michael Donovan, sat down with Chairman of GroupM Global, Irwin Gotlieb, for a special conversation about the history of Mediaocean and ad tech, moderated by
Mediaocean CEO Bill Wise discusses the NFL controversy and branding impact on ads during the season and Super Bowl.
Fifty years ago, Michael Donovan, founded a company that would bring data-driven efficiency to Mad Men-era advertising. In 2015, we sold that company to private equity firm Vista at a $720 million valuation. And we continue to adapt and grow. In short, we’ve thrived as a fifty-year-old startup.
A lot has and hasn’t changed, so I wanted to revisit the piece. At the time, I identified the “Three V’s of Big Data” – volume, velocity and variety – and they are even more true in media today. The volume and variety of data continue to grow significantly, and faster and cheaper processing and cloud-based computing enable companies to do more with the data.
We hope ad tech’s blockchain revolution can learn the lessons that the internet revolution failed to. To that end, we’d like to spur a more honest discussion around the real hurdles that blockchain faces in ad tech, beginning with six major challenges any advertising blockchain solution will need to deal with.
Marketers frequently reference the John Wannamaker quote, “Half the money I spend on advertising is wasted; the trouble is, I don't know which half” when talking about their struggle with advertising spend, especially for cross-channel campaigns. But to overcome this, marketers can apply four principles of direct-response to improve their understanding of return on ad spend.
The May WannaCry attack and the June Petya attacks have received a great deal of news coverage, and advertising and ad-tech companies were among those majorly disrupted by these attacks.
The buying and selling of media is changing. ‘Programmatic’ developed first in the unsold inventory of digital display media but has now evolved into a way of thinking that uses massive and diverse data, coupled with automation, through cloud-based, a