de mad men a math men
Post on 21-Oct-2014
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DESCRIPTION
Una presentación de Ignacio Roizman —COO de Operaciones en US Media Consulting— sobre la compra programática, nuevo método para comprar espacio publicitario en Internet. Roizman dio esta presentación en Red Innova en Buenos Airres el 27 de junio de 2013. Red Innova es un evento internacional que une a los profesionales principales del mundo digital. De MadMen a MathMen detalla la evolución de la compra de publicidad digital y los papeles de los DSP, trading desks, etc., luego explica las ventajas de la compra programática y habla de Media Desk, una de las primeras plataformas para compra programatica en Latinoamérica.TRANSCRIPT
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De Madmen
A MATHmen
“Como la Compra Programática Está Cambiando la Publicidad”
Ignacio Roizman COO>US Media Consulting
@nachoroizman
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"As technology advances, it reverses the characteristics of
every situation again and again. The age of automation
is going to be the age of "do it yourself"."
Marshall Mcluhan, 1957
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Intui&on
Grandes Intuiciones
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Pequeñas certezas
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LIQUIDEZ
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Data
DATOS
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AUTOMATIZACION
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Op&mizacion OPTIMIZACION
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Componentes
Dem
anda
DCOs
DMPs
Ofe
rta
SSP
AdEx
AdNet
Publisher
DSP
Trading Desks
AdNet
Advertiser
<Open Bidder>!
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EFICIENCIAS
RTB Pub’s Integration DCOs
DMPs Attribuition Eficiencias Internas de
Procesos Otras
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PLAYERS
Grupos de Medios
Holdings de Agencias
Anunciantes
Tecnología
M&A-In House
IN HOUSE
Players locales
White label
M&A–In House
White label In House
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Mediade.sk
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Takeaway
LIQUIDEZ + AUTOMATIZACION + DATA >OPTIMIZACION
Ecosistema hiperfragmentado >oportunidad de integracion
CAMBIO CULTURAL|Curva de aprendizaje >first mover advantage
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DIGITAL
OFFLINE
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Ignacio Roizman COO>US Media Consulting
@nachoroizman
Gracias!!!
Creative Commons Linceses Photographs "Robert Ledley with IBM" User:Sphilbrick
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