1. Serving Ads at 35,000 Feet
While Traveling at 600 MPH
MARK VERONE

4. • VIDEO SLIDE: Embed Video Here

6. Why Gogo?
1)People
2)Process
3)Technology

10. Sponsorships = 4-6 wks
Display Ads = 2-4 wks
Whitelist = 10 days
Avg. In-Flight
CTR= 0.69%-20%

13. “We are NOT moving mountains…
•
just pushing pixels!”
--Mark Verone, 2012

15. Baby Steps

16. Step 1: People – Make it Easy
CHALLENGES
a) Human Ad Server
b) 30 Person Meetings
c) Email & CR Forms (TPS
Report)

17. Step 1: People – Make it Easy
SOLUTIONS:
a) Automation
b) Kill Meetings
c) SSOT - Jira & Wiki

18. Example From JIRA

19. Sample from Wiki

20. Step 2: Process - Simplify
CHALLENGES:
a) No “real-time” changes
b) Limited Targeting
c) 4-6 Week Turnaround

21. Step 2: Process - Simplify
SOLUTIONS:
a) Daytime Publishing
b) Ad Server RFP
c) Introduced Agile Methods

22. 1) Requests 2) Work 3) Team

23. From Waterfall…

24. …to Scrum

25. Basic Scrum Overview
• Time-Boxes: Sprints & Releases
• Roles: Product Owner, ScrumMaster & Development Team
• Rituals: Release / Sprint Planning / Review / Retrospective, Daily Stand Up
• Backlogs: Product, Release & Sprint Backlogs

26. How we organize our work…
REQUESTSRequireWORK  by AGILE TEAM(S) DONE Launched

27. …to Scrumban
• Best of both worlds…
– SCRUM = Iterations / Standup / Retrospectives / Demos
– KANBAN = WIP – Work In Progress Limits, Just In Time

28. Step 3: Technology – Innovate
CHALLENGES:
a) No Automation
b) ATG Latency
c) Complex Environments
high % of iOS devices

29. Step 3: Technology – Innovate
SOLUTIONS:
a) Custom Ad Server
b) Custom CDN Caching
c) Simplified Deployment

30. Custom cNAME & iOS

31. Whitelisting
• Free Access to select websites
• Captured URLs/IP addresses
• Min 2 wk turn around

32. Ad Technology Stack
Ad Server Tag Management Content Management
Analytics CDN Caching Whitelist

33. RESULTS: (after 18 months)
1)People:
75% fewer involved
2)Process:
50% Reduction in Time
3)Technology:
100% Improvement

34. *-)- Questions?