Programmatic media; Getting a Few Things Right is Enough
14.10.2015 09:35:00 14.10.2015 10:05:00
- how media markets are becoming more like financial markets - how to gain competitive advantage with programmatic - an easy-to-use economic model for digital decision making - a 10 year roadmap for the media markets Eller sagt på en annen måte. Hva vi som annonsører skal være opptatt av når vi kjøper programmatisk. Mikko Kotila har skrevet WFA (World Federation of Advertsisers) sin guide to Programmatic. Mikko Kotila started in digital media in Finland in the mid-nineties, set up one of the first US data management platforms in 2008, established the first Asian independent trading desk in 2011 and Asia’s largest single audience marketplace for programmatic buying in 2013. Mikko is a well known advisor for media tech companies as well as the broader communications industry. Among them World Federation of Advertisers. A true global citizen, currently living in India, a popular keynote and panelist. The expression “thinking outside the box” is probably intended for Mikko! Mikko er spesielt opptatt av en av de mindre hyggelige sideeffekter av programmatic buying, nemlig advertising fraud. Som han selv sier; "In the programmatic advertising supply-chain, ad fraud is the only cost item that has no potential for adding competitive advantage or any other kind of value against the advertiser’s investment. It is also clearly, and by far the single most significant factor eating the advertiser’s ad budgets and profits and creating inefficiency in the system". Følg gjerne Mikko på botlab.io.
The speaker started in digital media in Finland in the mid-nineties, and later created in San Francisco one of the first data management platforms in 2008, the first Asian independent trading desk in 2011 and Asia’s largest single audience marketplace in 2013 with over 500 million regional internet users available for programmatic buys. Mikko is the co-chair of I-COM Data Science Board and an advisor for agency holding group, advertiser and startup decision makers.
Mikko Kotila
The speaker started in digital media in Finland in the mid-nineties, and later created in San Francisco one of the first data management platforms in 2008, the first Asian independent trading desk in 2011 and Asia’s largest single audience marketplace in 2013 with over 500 million regional internet users available for programmatic buys. Mikko is the co-chair of I-COM Data Science Board and an advisor for agency holding group, advertiser and startup decision makers.