Jay Sears, Senior Vice President Marketplace Development of Rubicon Project discusses ad automation and programmatic trends with InMobi’s Anne Frisbie.
Your Name:Anne Frisbie
Your Title:Senior Vice President, Global Brand and Programmatic
SEARS: What do you read to keep up with politics, art and culture?
FRISBIE: My husband is a political junkie and overall news junkie. I live with him and I literally know way more than I even want to know.
SEARS: What do you read to keep up with friends?
FRISBIE: In all honesty, my husband runs my social life, too. But, I love digital media mainly because of how many friends I have in the industry. To keep up with them I use LinkedIn. For my passion in books, I am an active community member on Goodreads and I keep up with all my book friends there. For everything else, I use Facebook or text messaging.
SEARS: What do you read to keep up with the advertising technology industry?
FRISBIE: One major source is the content that all my friends in the industry post on LinkedIn.
SEARS: What’s your favorite commercial of all time?
FRISBIE: AT&T ads with Milana Vayntrub -- a name I have no idea how to pronounce. I love them. She has the quirkiest fun personality. I actually look forward to them. Her descriptions of what 50% more data means with the pretzel or what rollover ads mean and her interactions with folks who come into the AT&T store just crack me up.
SEARS: Describe your company’s business and where it leverages ad automation.
FRISBIE: 70% of business is performance and 30% is brand. We namely use automation with Rubicon on the brand side for our agency business. It still makes up a minority of that business but it is a growing area. We are focused on using PMPs (part of Rubicon’s orders offering). That drives 30% of our total programmatic revenue. We expect that to go up to closer to 50%.
SEARS: With regards to advertising automation, what are the three biggest trends you expect to impact the industry in 2016?
SEARS: With regards to advertising automation, what are the three most overblown topics that you wish would just go away?
FRISBIE: Negativity around agencies; it really drives me crazy. We have so many strong partnerships with agencies, and they play a critical role in marketing. It is ridiculous to believe that every company and every brand that does marketing is going to bring in-house all media buying, strategy and creative creation and not use agencies for any services. But sometimes, I feel like that is what people want to predict.
SEARS: In relation to ad automation, what are InMobi’s three biggest initiatives for 2016?
SEARS: Tell us about your first party data strategy. Do you currently have a DMP (data management platform) for your first party data?
FRISBIE: First party data focus for InMobi Audience Personas which is used for 90% of our brand business; custom look-alike segments for our performance clients; data partnerships with buyers.
SEARS: Do you compensate your salespeople for every dollar sold, regardless if the media is sold via insertion order (IO) manually or via an automated channel? Please choose one:
FRISBIE: No. 2
SEARS: What are signs that a media owner is savvy about ad automation?
FRISBIE: My focus on whether folks are savvy for in app buying versus ad automation.
SEARS: If you could go to the airport right now with friends or family and fly anywhere in the world for vacation, who would you take and where would you go?
FRISBIE: Turkey. My entire family, except for the dog. My husband speaks fluent Turkish and I have never been to Turkey.
SEARS: If you could create an endowment to fund any existing non-profit you designated, what lucky non-profit organization would that be?
FRISBIE: Planned Parenthood
SEARS: What is your favorite restaurant in the world?
FRISBIE: Right now, I am obsessed with a hole in the wall ramen noodle place in New York on 52nd street called Totto Ramen. I am a big part of the Yelp community that fights to say that Totto Ramen is the best ramen noodle place in New York City. So far I can’t find a better ramen noodle place, [not even] in the San Francisco bay area.
SEARS: Thanks, Anne!
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