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@mikkokotila
what do games,
financial markets and
media have in common
the 5th largest commodity
Utility 

Purchase
Utility 

Purchase
$
Speculative
Investment
Utility 

Purchase
$
Speculative
Investment
vs
middle-man economy
BUYER
ADVERTISER
MIDDLE-MAN
AGENCY PUBLISHER
SELLER
BUYER
ADVERTISER
MIDDLE-MAN
AGENCIES PUBLISHER
SELLER
ADVERTISER
MIDDLE-MAN
AGENCY
PUBLISHER
VENDORS
ATD DSP EXCHANGE
ARTIST RECORD
LABEL
DISTRIBUTION RETAIL AND
SMALL WHOLESALE
CONSUMER
BEFORE
ARTIST iTUNES CONSUMER
AFTER
zero sum game
survival of the fittest
“it is not the strongest species that
survive, nor the most intelligent, but
the ones most responsive to change”
Mom & pop investors
Pension/Mutual funds
Investment banks
Hedge funds
“I know half of it works, but which half?”
DISPLAY LUMAscape
M
A
R
K
E
T
E
R
P
U
B
L
I
S
H
E
R
KITCHENSCAPE
F
I
N
I
S
H
E
D
M
E
A
L
R
A
W
I
N
G
R
E
D
I
E
N
T
S
“how does the space work?”
REPORTING
PLANNING
EXCHANGE
VERIFICATION
TRADING DESKS
TARGETING
AUDIENCE
THE
MEDIA
INVESTOR
Market data
Real-time dashboards
Audience
Attribution
ROI REPORTING
PLANNING Banner
Video
Social
Mobile
EXCHANGE
Audience ...
TO BE HIGHLY
COMPETITIVE YOU
ONLY HAVE TO
KNOW A FEW
THINGS WELL
five things every media
investor should know
“media investor” - a party who takes positions 

in media instruments, either on their own behalf 

or as an agent for a 3...
money flow
1
TRADING DSP MEDIA INTELLIGENCE EX/
SSP
PUBLISHER
10%20% 36% 10% 24%
3%
8%
14%
4%
2%
5%
0 3 6 9 12 15
REPORTING
VERIFICATIO...
lack of transparency
2
ADVERTISER AGENCY PUBLISHER
VENDORS
ATD
DSP
EXCHANGE
invalid impressions
3
“invalid impression” - an impression that does not
at any point in time propose a potential return of
any magnitude
consumer trust
4
conflicts of interest
5
COST PER RESULT
TRANSACTION
VOLUME
COST PER
TRANSACTION
RESULT
VOLUME
AGENCY
TRADING
DESK
ADVERTISER
DSP
put in place
FOCUS ON THE
RIGHT THINGS
the role of the
trading desk in
media investment
investment thesis
three flavours of trading desks
the agency trading desk
the hybrid desk
the brand trading desk
it’s all about data and technology
it’s all about data and technology
money
culture change
“it takes a long journey to know the
horse’s strength”
THINK FOR
TOMORROW
ACT FOR TODAY
THANK
YOU
What do games, financial markets and media trading have in common
What do games, financial markets and media trading have in common
What do games, financial markets and media trading have in common
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What do games, financial markets and media trading have in common

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Slides for a talk I gave to WFA's MEDIAFORUM pre "Guide to Programmatic Media" covering some of the topics in the paper for the first time outside of the author group.

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What do games, financial markets and media trading have in common

  1. 1. @mikkokotila
  2. 2. what do games, financial markets and media have in common
  3. 3. the 5th largest commodity
  4. 4. Utility 
 Purchase
  5. 5. Utility 
 Purchase $ Speculative Investment
  6. 6. Utility 
 Purchase $ Speculative Investment vs
  7. 7. middle-man economy
  8. 8. BUYER ADVERTISER MIDDLE-MAN AGENCY PUBLISHER SELLER
  9. 9. BUYER ADVERTISER MIDDLE-MAN AGENCIES PUBLISHER SELLER
  10. 10. ADVERTISER MIDDLE-MAN AGENCY PUBLISHER VENDORS ATD DSP EXCHANGE
  11. 11. ARTIST RECORD LABEL DISTRIBUTION RETAIL AND SMALL WHOLESALE CONSUMER BEFORE ARTIST iTUNES CONSUMER AFTER
  12. 12. zero sum game
  13. 13. survival of the fittest
  14. 14. “it is not the strongest species that survive, nor the most intelligent, but the ones most responsive to change”
  15. 15. Mom & pop investors Pension/Mutual funds Investment banks Hedge funds
  16. 16. “I know half of it works, but which half?”
  17. 17. DISPLAY LUMAscape M A R K E T E R P U B L I S H E R
  18. 18. KITCHENSCAPE F I N I S H E D M E A L R A W I N G R E D I E N T S
  19. 19. “how does the space work?”
  20. 20. REPORTING PLANNING EXCHANGE VERIFICATION TRADING DESKS TARGETING AUDIENCE THE MEDIA INVESTOR
  21. 21. Market data Real-time dashboards Audience Attribution ROI REPORTING PLANNING Banner Video Social Mobile EXCHANGE Audience verification Viewability Brand safety verification Fraud reduction VERIFICATION Brand Agency DSP Publisher TRADING DESKS Contextual Dynamic creative TARGETING Market data places Data management platform On-demand audience generation AUDIENCE THE MEDIA 
 INVESTOR Data enrichment
  22. 22. TO BE HIGHLY COMPETITIVE YOU ONLY HAVE TO KNOW A FEW THINGS WELL
  23. 23. five things every media investor should know
  24. 24. “media investor” - a party who takes positions 
 in media instruments, either on their own behalf 
 or as an agent for a 3rd-party
  25. 25. money flow 1
  26. 26. TRADING DSP MEDIA INTELLIGENCE EX/ SSP PUBLISHER 10%20% 36% 10% 24% 3% 8% 14% 4% 2% 5% 0 3 6 9 12 15 REPORTING VERIFICATION ENRICHMENT AUDIENCE BUY TARGETING PLANNING
  27. 27. lack of transparency 2
  28. 28. ADVERTISER AGENCY PUBLISHER VENDORS ATD DSP EXCHANGE
  29. 29. invalid impressions 3
  30. 30. “invalid impression” - an impression that does not at any point in time propose a potential return of any magnitude
  31. 31. consumer trust 4
  32. 32. conflicts of interest 5
  33. 33. COST PER RESULT TRANSACTION VOLUME COST PER TRANSACTION RESULT VOLUME AGENCY TRADING DESK ADVERTISER DSP
  34. 34. put in place
  35. 35. FOCUS ON THE RIGHT THINGS
  36. 36. the role of the trading desk in media investment
  37. 37. investment thesis
  38. 38. three flavours of trading desks
  39. 39. the agency trading desk
  40. 40. the hybrid desk
  41. 41. the brand trading desk
  42. 42. it’s all about data and technology
  43. 43. it’s all about data and technology
  44. 44. money
  45. 45. culture change
  46. 46. “it takes a long journey to know the horse’s strength”
  47. 47. THINK FOR TOMORROW ACT FOR TODAY
  48. 48. THANK YOU

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