Talking Automation, Programmatic and TV with Baba Shetty, DigitasLBi -- The Jay Sears Interview

This is the fifth in a series of interviews with leading buyers titled amp8220Automation Programmatic and TVamp8221 Baba Shetty discussed these topics today with Jay Sears SVP Marketplace Development of Rubicon Project at the Deutsche Bank Securities 2015 Media Internet ampamp Telecom Conference in Palm Beach FloridaYour Name Baba ShettyYour Company DigitasLBiYour Title Chief Strategy ampamp Media OfficerSEARS What do you read to keep up with politics art and cultureSHETTY The New York Times The Atlantic Economist and most of all my Twitter feedSEARS What do you read to keep up with friendsSHETTY Is that a trick question FacebookSEARS What do you read to keep up with our industrySHETTY Depends on how you define our industry The usual suspects all start with amp8220Adamp8221 Adweek AdExchanger etc plus various technology business consumer culture sourcesSEARS Whatamp8217s your favorite commercial of all timeSHETTY Hard to answer w just one But I like this Dunkin Donuts adSEARS With regards to advertising automation and programmatic what are DigitasLBiamp8217s three biggest US initiatives in 2015SHETTY We have one huge initiative Helping clients understand the transformative nature of programmatic and then translating that understanding into action SEARS Draw an analogy between the automation of television and a baseball game Are we in the Pregame 1st inning 9th inning Still driving to the stadium SHETTY Spring Training Weamp8217re still assessing players and positions inventory and techSEARS How can advertising automation help the strategy and planning functions directly or indirectly at an advertising agencySHETTY The operational inefficiencies of media buying that did exist and still do to this day are dumbfounding Automated buying or programmatic is helping ease some of these time constraints on our planners What our talent does best and what they want to do is focus on strategy and planningSEARS Can linear TV be automated yes or noSHETTY Yes but it will take some time As broadcast partners continue to update their technology platforms ultimately enabling the opportunity to automate more inventory in accordance with the available data from set top boxes automated linear TV will come to fruition SEARS Transparency on media costs on data on inventory has become a lightning rod issue Should transparency be a negotiated benefit for the advertiser client yes or no SHETTY It should be a given and not something that needs to be a negotiated benefit The days of arbitrage in this space are gone Advertisers are demanding to know how every dollar is being spent and what they are getting from it as they should beSEARS Which of the following will accelerate the automation of site direct direct orders budget Pick all that applya Dynamic access to all publisher inventory vs just amp8220remnantamp8221 or amp8220auctionamp8221b Ability to leverage publisher first party datac Ability to leverage advertiser first party data against all publisher inventory especially premiumd Availability of rich media expandable units and larger IAB Rising Star formatse Ability to more easily curate audiences for specific advertisers across the premium content of multiple publishersf All of the aboveSHETTY F All of the above Data inventory quality waterfall positon format options are all keys to accelerate automated guaranteed and honestly what we look for in platform partners to execute on our programmatic guaranteed buys 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 SHETTY St LuciaSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that beSHETTY The Poverty Action Lab at MITSEARS Thanks BabaJay Sears is Senior Vice President Marketplace Development for the Rubicon Project Sears works with leadership and business unit heads across the company to expand Rubicon Projectamp8217s potential market Sears has also served as General Manager REVV Buyer where he was responsible for global relations with the buy side including ad holding companies ad agencies agency trading desks and demand side platforms headquartered in North America Jay can be reached at jsearsrubiconprojectcomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Become a Thought Leader.
Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Talking Automation, Programmatic and TV with Baba Shetty, DigitasLBi -- The Jay Sears Interview

Author

Publish date

Channel

Jay Sears

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

More Videos:

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Talking Automation, Programmatic and TV with Baba Shetty, DigitasLBi -- The Jay Sears Interview

Enjoying This Commentary? There's More to Love

Jay Sears

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

The payment was successful

Cookies

Become a Thought Leader.
Share your thought leadership article with industry professionals & have them archived in Thought Leadership