Introducing the Open Advertising Protocol
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An overview of the Open Advertising Protocol including motivation, model, protocol, and how 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 and Founder 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
- 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 takes 42 steps 42 steps per campaign to create and execute a single digital media plan
- 7. A lot of friction 42 steps per campaign in the handoffs
- 8. We provide digital media planners with a workflow system
- 9. I have an API. Integrate with me. Publisher workflow technology provider
- 10. 7 months 12 kloc
- 11. I have an API. Integrate with me. 7 months 12 kloc
- 12. 6 months 10 kloc 7 months 12 kloc
- 13. 6 months 10 kloc 7 months 12 kloc I have an API. Integrate with me.
- 14. 6 months 10 kloc 7 months 12 kloc 5 months 11 kloc
- 15. 6 months 10 kloc 7 months 12 kloc I have API. Integrate with me. 5 months 11 kloc I have API. Integrate with me.
- 16. 6 months 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.
- 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 Implementation for 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
- 21. 3 months 4 kloc
- 23. 0 months 0 kloc 0 months 0 kloc
- 26. You rock. I love you. Forever!
- 28. Without Standards With Standards Custom Implementation 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. I love you. Forever! Same benefits for a publisher integrating with demand sources
- 33. Insertion Order English Orden de inserción 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 a Common Language • • • • Advertising Programs Insertion Orders Invoices Etc…
- 35. XML Schema for the Model • Descriptive – Solid requirements – Eliminates confusion • Verifiable – Will save you TONS of coding • Generates code – Will save you time • But hard to understand!
- 36. XML Schema
- 38. Based on IAB 2008 Work • • • • Simplifies structure Removes extraneous fields Adds necessary breadth Adds necessary depth
- 41. Common • • • • • • • • • • Person Company Transactor Email Address Phone Number Postal Address Money Rate Time span Audience Profile • • • • • • • • • • System Dimension Unit of Length Ad Unit Ad Tag File Note Quantity Percentage Discount
- 42. Name
- 43. Person
- 44. Company
- 45. Transactor
- 47. Rate
- 48. Ad Unit
- 49. Ad Tag
- 51. Program
- 52. Program
- 53. Seller
- 56. Profile
- 57. Profile
- 58. Standard Terms
- 59. A Well Defined Program • Findable • Understandable • Orderable
- 61. Order
- 63. Line Item
- 64. Placement
- 65. Terms
- 66. System Info
- 69. Yay! We have a Common Language We’re done, right?
- 70. You’re not done yet
- 72. SMTP Connected Us Together
- 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 to define the protocol, too!
- 80. how to get involved
- 81. “Sunshine is the best disinfectant” - Louis Brandeis
- 90. Get on board… now is the right time. Your Name Here
- 91. Don’t Miss the Boat!