Web 2.0 NYC: Man Vs Machine

• Jim Barnett, Turn• Tim Hanlon, Denuo/Publicis• Mike Kelly, Clearmeadow Partners• David Kidder, Clickable

• Moderator Max Kalehoff, Clickable

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What is Advertising 2.0?

• The advertising response to Web 2.0.• Individual masses to masses of individuals.• Statistically-driven, dynamic marketplaces.• “Marketing Is The New Finance”

Hal Varian, Chief Economist, Google

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What Is Advertising Automation?

…the use of digital solutions to automate advertising processes such as planning, creating, buying, distributing, accounting and evaluating – all while connecting to core marketing processes.

…makes routine processes that would otherwise have been performed manually much more efficient, and makes some new processes possible.

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Diagnosis of Compounding Complexity

• Misalignment of Incentives• Channel Entropy• Analytic Vs Creative Skills• Disjointed Tracking &

Measurement Standards• Radically Different Optimization

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Advertising 2.0 Evolution

• Generation I: Cost Optimization• Wall Street meets Madison Avenue

• Generation II: Time Optimization• Apple Simplicity meets Madison Avenue

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Introducing: The Bionic Ad Exec

• New Era of Simplicity• Decision-Making Speed• Semantics Rewarded• Execution Enabled, Strategy Focused• Unified Measurement & Accountability

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