Slides for a talk I gave to WFA's MEDIAFORUM pre "Guide to Programmatic Media" covering some of the topics in the paper for the first time outside of the author group.

1. @mikkokotila

3. what do games,
financial markets and
media have in common

4. the 5th largest commodity

5. Utility
Purchase

6. Utility
Purchase
$
Speculative
Investment

7. Utility
Purchase
$
Speculative
Investment
vs

8. middle-man economy

9. BUYER
ADVERTISER
MIDDLE-MAN
AGENCY PUBLISHER
SELLER

10. BUYER
ADVERTISER
MIDDLE-MAN
AGENCIES PUBLISHER
SELLER

11. ADVERTISER
MIDDLE-MAN
AGENCY
PUBLISHER
VENDORS
ATD DSP EXCHANGE

12. ARTIST RECORD
LABEL
DISTRIBUTION RETAIL AND
SMALL WHOLESALE
CONSUMER
BEFORE
ARTIST iTUNES CONSUMER
AFTER

13. zero sum game

15. survival of the fittest

16. “it is not the strongest species that
survive, nor the most intelligent, but
the ones most responsive to change”

17. Mom & pop investors
Pension/Mutual funds
Investment banks
Hedge funds

18. “I know half of it works, but which half?”

19. DISPLAY LUMAscape
M
A
R
K
E
T
E
R
P
U
B
L
I
S
H
E
R

20. KITCHENSCAPE
F
I
N
I
S
H
E
D
M
E
A
L
R
A
W
I
N
G
R
E
D
I
E
N
T
S

21. “how does the space work?”

22. REPORTING
PLANNING
EXCHANGE
VERIFICATION
TRADING DESKS
TARGETING
AUDIENCE
THE
MEDIA
INVESTOR

23. Market data
Real-time dashboards
Audience
Attribution
ROI REPORTING
PLANNING Banner
Video
Social
Mobile
EXCHANGE
Audience verification
Viewability
Brand safety verification
Fraud reduction
VERIFICATION
Brand
Agency
DSP
Publisher
TRADING DESKS
Contextual
Dynamic creative
TARGETING
Market data places
Data management platform
On-demand audience generation
AUDIENCE
THE
MEDIA
INVESTOR
Data enrichment

24. TO BE HIGHLY
COMPETITIVE YOU
ONLY HAVE TO
KNOW A FEW
THINGS WELL

25. five things every media
investor should know

26. “media investor” - a party who takes positions
in media instruments, either on their own behalf
or as an agent for a 3rd-party

27. money flow
1

28. TRADING DSP MEDIA INTELLIGENCE EX/
SSP
PUBLISHER
10%20% 36% 10% 24%
3%
8%
14%
4%
2%
5%
0 3 6 9 12 15
REPORTING
VERIFICATION
ENRICHMENT
AUDIENCE BUY
TARGETING
PLANNING

29. lack of transparency
2

30. ADVERTISER AGENCY PUBLISHER
VENDORS
ATD
DSP
EXCHANGE

31. invalid impressions
3

32. “invalid impression” - an impression that does not
at any point in time propose a potential return of
any magnitude

33. consumer trust
4

35. conflicts of interest
5

36. COST PER RESULT
TRANSACTION
VOLUME
COST PER
TRANSACTION
RESULT
VOLUME
AGENCY
TRADING
DESK
ADVERTISER
DSP

37. put in place

38. FOCUS ON THE
RIGHT THINGS

39. the role of the
trading desk in
media investment

40. investment thesis

41. three flavours of trading desks

42. the agency trading desk

43. the hybrid desk

44. the brand trading desk

45. it’s all about data and technology

46. it’s all about data and technology

47. money

48. culture change

49. “it takes a long journey to know the
horse’s strength”

50. THINK FOR
TOMORROW
ACT FOR TODAY

51. THANK
YOU