This document discusses how programmatic advertising can change the art and science of communications by making it more effective and dynamic. It suggests moving from targeting a finite number of groups to targeting individuals through sequential storytelling based on their unique exposures. This would require creating large volumes of personalized content to engage different audiences. The goal is to use data-driven advertising techniques to reach everyone.

1. pivot point of
art&science

2. “Judge a man by his questions rather
than his answers.”
Voltaire

4. “We adore chaos because we love
to produce order.”
MC Escher

6. how can programmatic advertising change
the art and science of our communications?

8. “Half the money I spend on
advertising is wasted; the trouble is
I don't know which half.”
John Wanamaker

9. how can we make it more effective?

13. how can we make it more dynamic?

25. how do we move from a world with finite
targets to a world with infinite targets?

26. Teen
1

27. Mom Teen
2

28. American
Teen
Mom Teen
French
Dad
4

29. American
Teen
Gamer
Soccer
Coach
Diet
Coke
Drinker
Mom Teen
French
Dad
Foodie
8

30. 16

31. 16,000

32. 32,000

34. how will we evolve to tell stories
sequentially based on exposure?

37. how can we create enough of the right
content to fill the buckets we need?

39. EVERYONE’S
GAME

40. EVERYONE’S
GAME
EVERYONE’S
DRINK

41. EVERYONE’S
COUNTRY
EVERYONE’S
GAME
EVERYONE’S
DRINK

53. 5
8

54. 10 March
2015
Classified - Highly Restricted
5
9

59. pivot point of
art&science