6. Key Take Aways
• We’ve come a long way and have a lot to look back and be proud of.
Now is not the time to pull back.
• SSPs are coming to the table and scrappier than ever
• As an industry we need to continue to talk about solutions that eliminates fraud entirely
• Ads.Txt holds promise — we still need adoption
• We need your help. The progress we’ve made is only because voices got louder.
It is up to all of us to push this forward
Intro: personal and TTD: largest, independent DSP – focused on buy side
I’ve been in this business 8 years now, unbelievable changes - first heard DSP: gone in 6 mo
Thanksgiving corner: gratful that wasn’t the case, but als talk about grateful I am about what we've accomplished
core of that: progress
3 yrs ago: asking panelists: why programmatic?
My answer to that
my answer, still automated Choice
advs want power to choose which impression, how much
Do this on a Site, size, format, screen basis using data and specific KPI
beyond what we envisioned 20 years ago, no denying efficacy of choice
Thankful we not longer have to answer that question – where we’re still stuck
Went home few years ago: mom pics, Yes, Chelsea Clinton hair, free t-shirts… moved past this
All a little older and wiser. lived through the terror of the screenshot on not safe gif, viewability scores low teens
Industry stuck on challenges too. Still talk about them to ensure it doesn’t happen again - hair analogy
Have solutions now. Better algo, appropriate goals, 3P tech built in, Biggest challenge is transparency.
Holidays: sleep in, 2 c. coffee, -happier, at ease, spend more time together
How do we get advertisers there with programmatic? Transparency
Thankful to ssps and pubs leaning in
2major steps:
FRAUD: always partnered with and continue to offer 3P
Behind solution: fraud end, no threshold
whiteops: collocate, no budgets leave platform that could be SIVT
ADS.TXT:
involved with IAB since beginning, one of few DSPs taking a stance here
tomorrow blocking for TESTED VERIFIED and FINALIZED files
adoption is good but need your help
SSPs: market only auth'd
biggest steps we've seen to clean up the supply chain
Put your money to those who add value and are part of the solution
Get back to focusing on our progress
Grateful that as these challenges arise, we continue to grow.
engage consumers across all points in their journey
choose which screen, what time, what content
from in-text on your mobile phone, to audio as you're walking to work, to CTV on the biggest screen in the house
Tell a story like never before, by choosing each point
This is the power and promise of programmatic:
2018: respond to the call for transparency that allows us to focus on that promise not our awkward years.
Let's do this
don't pull back
need help of partmers, elminate all fraud, adoption and growth of ads.txt
Now isn't the time to flinch. Let's push through this together.
Finally, Grateful that we have partners like you in this room where we can all get there.