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Introducing the Open Advertising Protocol
The document discusses the necessity of industry standards in digital media planning to reduce the high costs and complexity of current processes, which involve 42 steps and significant manual labor. It emphasizes the benefits of adopting standard protocols, such as faster and cheaper implementations, and provides an outline for integrating with demand sources. The presenter's credentials and contact information are also included, concluding with a call to action for stakeholders to get involved.
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Introducing the Open Advertising Protocol
- 2. Agenda 1. Why standards? 2.eBiz Document standards 1. Advertising Programs 2. Insertion Order standards 3. Buyer and Seller protocols 4. How to get on board
- 3. Joe Pych Marketing Geek • • • • • • • CEO andFounder Bionic Advertising Systems 2 BS Math and Computer Science Cornell MS Computer Science Rensselaer 20 years marketing systems Lots of systems integrations 14 years leading software company “Cloud” since 1999 Releasing software every 6 weeks for past 13 years • Lots of battle scars
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- 5. It costs agencies$40,000+ in manual labor $40,000 per campaign to create and execute a single digital media plan
- 6. And it takes42 steps 42 steps per campaign to create and execute a single digital media plan
- 7. A lot offriction 42 steps per campaign in the handoffs
- 8. We provide digital mediaplanners with a workflow system
- 9. I have anAPI. Integrate with me. Publisher workflow technology provider
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- 11. I have anAPI. Integrate with me. 7 months 12 kloc
- 12. 6 months 10 kloc 7months 12 kloc
- 13. 6 months 10 kloc 7months 12 kloc I have an API. Integrate with me.
- 14. 6 months 10 kloc 7months 12 kloc 5 months 11 kloc
- 15. 6 months 10 kloc 7months 12 kloc I have API. Integrate with me. 5 months 11 kloc I have API. Integrate with me.
- 16. 6 months 10 klocI have API. Integrate with me. months 7 12 kloc I have API. Integrate with me. I have API. Integrate with me. I have API. Integrate with me. 5 months 11 kloc I have API. Integrate with me.
- 17. You forgot about me.I hate you. 6 months Good bye. 10 kloc I have API. Integrate with me. months 7 12 kloc I have API. Integrate with me. I have API. Integrate with me. I have API. Integrate with me. 5 months 11 kloc I have API. Integrate with me.
- 19. Without Standards Custom Implementationfor each trading partner Slow expensive implementations Multiple large code bases, nightmarish SDLCs Investment decision for each partner Exclude low-value partners Ongoing testing / QA of each implementation Distraction from core business With Standards
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- 23. 0 months 0 kloc 0months 0 kloc
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- 26. You rock. Ilove you. Forever!
- 28. Without Standards With Standards CustomImplementation for each trading partner 1 standard integration project for all trading partners Slow expensive implementations 1 fast implementation - Solid specs, schemas Multiple large code bases, nightmarish SDLCs 1 small code base Investment decision for each partner Zero investment per partner Exclude low-value partners All are welcome Ongoing testing / QA of each implementation 3rd party (IAB) certification Distraction from core business Focus on core business
- 29. You rock. Ilove you. Forever! Same benefits for a publisher integrating with demand sources
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- 33. Insertion Order English Orden deinserción Spanish Danish Werbeauftrag Ordem de inserção Portuguese German invoeging volgorde Порядок вставлення Ukrainian Dutch 挿入順序 Ordre d'insertion Japanese French रविष्टि क आदे श े Hindi Indsættelse ordre ترتيب اإلدراج Arabic Εντολή καταχώρησης Greek
- 34. A Model Provides aCommon Language • • • • Advertising Programs Insertion Orders Invoices Etc…
- 35. XML Schema forthe Model • Descriptive – Solid requirements – Eliminates confusion • Verifiable – Will save you TONS of coding • Generates code – Will save you time • But hard to understand!
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- 38. Based on IAB2008 Work • • • • Simplifies structure Removes extraneous fields Adds necessary breadth Adds necessary depth
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- 41. Common • • • • • • • • • • Person Company Transactor Email Address Phone Number PostalAddress Money Rate Time span Audience Profile • • • • • • • • • • System Dimension Unit of Length Ad Unit Ad Tag File Note Quantity Percentage Discount
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- 59. A Well Defined Program •Findable • Understandable • Orderable
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- 69. Yay! We havea Common Language We’re done, right?
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- 72. SMTP Connected UsTogether
- 74. IAB 2008 Work •No protocol defined • 6-month integration project for every partner • Less demand, less supply • Fewer deals
- 75. Protocol Buyer Put Order Seller It’s critical todefine the protocol, too!
- 80. how to getinvolved
- 81. “Sunshine is thebest disinfectant” - Louis Brandeis
- 90. Get on board…now is the right time. Your Name Here
- 91. Don’t Miss theBoat!
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