Inflection Point: Cleaning Up the Programmatic Media Landscape

The core issues in adtech are clearUntenable adtech taxLack of transparencyDaisy chaining of inventoryBroken auction mechanicsAnd the list goes on and onOf course our goal is not just to end poor practices but to enable good ones When we were building our platform JetStream we kept these core issues in mindamp160and focused on how to add value across the advertising process for all parties We39ve worked to ensure that the product we bring to marketamp160and the demandsupply we continually work to integrate into our marketplaceamp160is what the industry needs and that it adheres to a certain standard This standard represents a code of conduct that emphasizes serviceamp160and ultimately creates value for the three most important parties in the media business These three parties by their order of importance are1 The UserServing end users requires a platform and technology that meets the most efficient communication modelamp160Deliver the right ad to the right person the least amount of times necessary to monetize content effectively while protecting the overall user experience2 The Editorial BrandTo serve publishers and media brands it is necessary to maximize monetization of their content while providing the optimal user experience This ensures content consumption is maximizedamp160and users get what they intended to get a quality content experienceamp160and a voice they are seeking to hear from3 The AdvertiserAdvertisers are best served when they can distribute messages about their brand through advertisingamp160while maximizing their media investment This means ensuring that working media is making it to the other principal amp160the editorial brandWhen adtech is governed by these principles definitive value creation can be demonstrated by creating a winwinwinamp160outcome for all three parties This is how we hit the point of inflection that is so largely needed in this industryIt is because of this that we are elated to be joining the Facebook Audience Network Bidder programamp160amp160a program that will work to foster this point of inflection Through this program we are helping to ensure that headerbased technology can promote a fair and equitable market for all while working to adhere to best practices that maximize value for the three principal parties in advertising and help make the adtech industry a slightly better placeClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Inflection Point: Cleaning Up the Programmatic Media Landscape

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John Donahue

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Inflection Point: Cleaning Up the Programmatic Media Landscape

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