Presented at the October 2013 Digiday Agency Summit in Miami. As we approach the 19th anniversary of the first banner ad, Digital Media Planning is entering its third age. First, we had the “Guilded” Age. Then came the Machine Age. Recent announcements by AOL, Yahoo and Microsoft herald the start of a new era: the Bionic Age. As with every seismic shift, there will be winners and losers.

1. Are You Ready for
the Bionic Age
of Digital Media?

2. Hotwired served up the
first banner ad for AT&T
on Oct. 27, 1994

4. 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.

5. Media plans were made in Excel

6. 42-step manual process

9. What is a DSO?
(hint: it came before DSPs)

10. Digital Switchboard Operators

11. Ad Serving
Research
Buying / Billing
Email
Excel
File
Sharing

13. Ad Network
Source: Right Media

14. 500 Ad Networks
Source: Right Media

15. Daisy Chaining
$5.00
$1.00
Source: Right Media

16. Ad Exchanges
Source: Right Media

17. April 2007

18. April 2007

19. July 2007

21. 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.

22. early trading machines were crude

23. Algorithms got Smarter

24. they created new revenue streams

25. hundreds of companies making machine parts

26. machines threatened to break the guilds

28. $8billion
Direct
$2billion
RTB

29. $8billion
Direct
$2billion
RTB
?

30. Sutton Pivot
That’s where
the money is.
Why do you
rob banks?

31. RTB
RTB
Direct
Buying
It’s not real-time
There’s no bidding

32. “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.

33. Source: AdExchanger

35. Programmatic Direct

38. 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.

39. Man versus Machine
Man and Machine

40. Humans + Automation
=
Achieve Super-Human Results

41. Productivity

42. Speed

43. Listening and Optimization

44. New Insights

49. Step 1 to becoming Bionic:
Get a t-shirt

51. Step 2 to becoming Bionic:
Replace Excel with
a real media workflow system

52. Ad Serving
Workflow
Research
Buying / Billing

53. Big Announcement
(for us, anyway ;-)

54. is now known as…

60. www.bionic-ads.com
Chris
Adele
Mark
Joe
Chris O’Hara
Co-Founder & CRO
Adele Pellicane
VP Sales
Mark Winberry
Director of
Product Management
Joe Pych
Co-Founder & CEO