your programmatic doesn't have to suck kevin ryan

#SMX #22B3 @KevinMRyan

Your Programmatic Doesn’t Have To Suck

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Media Automation: An enabling technology that allows us to remove the audience from the audience reach objective


The Business of Business

2/3 Bought & Delivered

+ 40% YoY

67% Overall



70% Overall

$15.45 billion in the US



50% Overall

$5.51 billion


Promise Departs From Reality

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Media CostProfit MarginStupid Factor


Making Programmatic Better

Breaking down barriers

Failure factor

Less transacting, more thinking

Audience first

Blending instead of excluding


Boring Process Slide


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Loquacious Tendency Slide Ad inventory is typically broken down into four buckets – Sponsorships, Premium Guaranteed, Audience Targeted, and Remnant. Each of these buckets can be sold through a variety of sales channels.


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Gratuitous Infographic Slide


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Actual Important Process Approach Slide

• Consideration set

• Sending RFIs

• Review RFIs

• Determine SWOTs of each prospect

• Select candidate(s) to compete for business (concurrent or linear)

Integrate with all systems•Client

• Agency•SaaS

• Buy

• Report

• Optimize


Parting Advice

“The most sensible people to be met with in society are men of business and of the world, who argue from what they see and know, instead of spinning cobweb distinctions of what things ought to be.”

- William Hazlitt


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