The Impact of Consolidation on Operational Efficiency

An Introduction by Mike Leo, President/CEO

Steve Sullivan, Vice President, Digital Supply Chain Solutions, IABHeather Keltz, Group Director, Ad Operations, NYTimes.comKirby Winfield, Senior Vice President, Campaign Verification, comScoreBill Wise, Chief Executive Officer, MediaBank

November 7, 2011

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Does the consolidation of the industry’s operating systems mean less complexity and more efficiency—or less choice, less competition, less innovation?

consolidation operatingsystems

or

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Is there consolidation??

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Consolidation Is Not Happening

2001 2005 2009 2011

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125140IAB Associate/Vendor Membership

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FRAGMENTATIONSPECIALIZATION

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?Do I have to choose between innovation and effectiveness?

But there is a formula:

Business Management Software

No.

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?What is an Operating System?

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Source: SearchCIO-Midmarket

An operating system ("OS") is the program that…manages all the other programs in a computer. The other programs are called applications or application programs. The application programs make use of the operating system by making requests for services through a defined application program interface (API). In addition, users can interact directly with the operating system through a user interface such as a command language or a graphical user interface (GUI).

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Criteria for Choosing an Operating System① Agnostic

• Enables creation and innovation of solutions stack

• Can’t compete

② Enterprise-wide• The whole company• A unified yield curve – all channels

③ Scale – this drives integrations

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“Nearly all men die of their remedies, not of their illnesses.”

- Jean Baptiste Moliére

Who We’re Left With…

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The Job of Ad Operations….?What is my approach to building an efficient company that continually innovates?