disruptive questions that may define the marketplace

Disruptive Questions

That May Define the Marketplace

DOUG WEAVERFounder & CEO, Upstream Group

Why Am I Up Here?

Pattern Recognition

I Have No Dog in This Fight

Action Forms Around a Point of View# IABNE

How We Got Here: A DougorithmP/Unsold Inventory

N/ Ad NetworksT/ Technology & Data

A/Unfilled Planning Capacity+

=M

argi

n Gr

owth

Ch

anne

l Con

flict

Scal

e Iss

ues

Ad Exchanges/ DSP Tech Trading Desks+- Network Margin

Agency Profit & Scale10

/ C/Price & ROI Constraints

P/ “No” to Premium Content -

STALEMATE

Private ExchangesDon’t Bother

Transact w AgencyTransact w Client =

THE P3 ERAPANIC

POSTURINGPRESSURE

“Houston, Looks Like Maybe We’ve Got

a Clusterf#@k on Our Hands!”

Or, to Put it Differently:

The Best Way to Deal with

a Messy Situation is to Ask

the Right Questions.

Does the Client Care About the Same Things We Do?

What’s the “Better Future”

That We’re Conjuring for

the Marketer?

What If Our “Math State” is Focused on the Wrong Branches of Math?

Do the Holding Company

Trading Desks Really Have

Bench Strength and Mandate

to Survive and Thrive?

What is the Defensible High Ground for Ad Networks and How Many

Will Make the Journey?

Who’s in This For the Long Haul?

What Happens to the Ecosystem if We Kill Off All the Songbirds?

What Happens If Atlas Shrugs?

What About the Consumer?

facebook.com/upstreamgroup

Doug Weaver802.985.2500

dweaver@upstreamgroup.comtwitter.com/UpstreamDW

"Each new technology turns its predecessor into an art form."

~ Marshall McLuhan

www.getthedrift.com

Thank You