AI will disrupt the current DSP/SSP programmatic model by using deep learning to better understand user contexts and optimize supply path relationships. While early AI could not interpret user journeys, current AI can identify clear consumer intent signals and qualify leads through conversation data. AI will perform campaign profiling and decision support better than human traders by leveraging machine learning, natural language processing, and computer vision to comprehend pluralities of consumer identities and dynamically map changing human interests.

1. 10.12.22

2. THE AI DISRUPTION
Rethinking the DSP and SSP Marketplace

3. 3
The Promise of Programmatic
Programmatic promised automated, precision targeting. But in
reality, it has become a race to the bottom, chasing low CPMs with
machines that were never meant to service as “consumer
intelligence” centers.
With the advent of AI, deep learning could outclass the current
DSP/SSP model. While early generations of AI couldn't translate the
the context of the user journey, the current generation of AI will
disrupt the status quo between DSPs and coveted supplier
relationships. AI will emerge as the essential ingredient for supply
path optimization.

4. 4
How Programmatic is Going Sideways

5. 5
The Real Meaning of RTB

6. 6
Stop Lying to Yourself and The Client
Really, this business is just
”day trading in human
futures.”

7. 7
MARKETING is the Parent Company

8. 8
Marketing is a conversation of Ambition.
Where is the ambition in Programmatic?
Human laziness in Programmatic created a
series of “blind spots” – culture, DEI,
attention, supply path, etc that Ai will
come for.
Rethinking the Programmatic Philosophy

9. 9
Rethinking the Programmatic Philosophy

10. THE MACHINES ARE
HERE

11. 11
The Ai Reaction Speed
Ai will out-perform us
in terms of reaction
speed and
intelligence.

12. 12
Programmatic is on the Precipitous of…
…beingChatGPT’d.

13. 13
Supply Path Finally Optimized
What Ai Sees What the Trader Sees
(based on Exchange fluctuations)

14. 14
Clear Consumer Intent Signals
What Ai Sees What the Trader Understands
“Ai has the ability to identify
CLEAR INTENT SIGNALS in
consumer preferences.”
It will be the “intellectual
equalizer” in the supply path
conversation and will surpass
much of what your sales team
has historically been telling
clients.

15. 15
Oracle coined the term CQL
(Conversation Qualified
Leads).
Ai will elevate the relevancy
of Conversation Queries.
Consumers are a market
conversation…
The Return of Conversion as Qualification

16. 16
Ai Will Mirror Executive Decisioning Support

17. 17
Ai’s Decisioning For Campaign Profiling
We use Machine Learning and Natural Language
Processing (NLP) in our Nexxen Discovery (FKA
Brand Intelligence) product to understand sentiment
and topical interests.
That intel feeds into the DSP at the executional level.

18. 18
Ai and the Plurality of Identities

19. 19
Plurality of Identities Within Audiences
You can’t optimize for
what you can’t
comprehend and what
the “algos” weren’t
designed for…

20. FUTURE
UNCONFINED

21. 21 F i r s t t e l l y o u r s e l f t h i s …
People only consider change when they are within
the “windows” to consider changing; Ai will
discover where the ties to all your historical
patterns are weakest!

22. 22
Shift Your Programmatic Mentality
Many of you fail to understand your client’s brand mentality or that
of their consumer. But Ai will…and it will do it by way of
programmatic planning with better “decisioning” than today’s trader.
Dynamic Personal
Building
Mentality Profiling Recognition Modeling
Agility + Human Truth + Speed of the Consumer

23. 23
Computer Vision’s Clarity on Human Interest
Human behavior is
predicated on the
“meaning of things” more
than the “viewof things”
- Jordan
Peterson

24. 24
Computer Vision Remaps Human Intent
TheSupply Path
becomes a mere
formality once
optimization is based on
who actually
givesAF**

25. 25
Bias Lives in Everything
Human behavior is
predicated on the
“meaning of things” more
than the “viewof things”
- Jordan
Peterson

26. 26
Deep Learning as a “Listening Entity”
The most successful
brands are “listening
brands.”

27. 27
Deep Learning vs The Trader
Many of the Programmatic
practicioners are NOT
injecting ”listening, or
critical thinking, or
strategy” throughout the
calendar year. You’ve
outsourced that ”agency”
to the machines. Ai will
now SCOOP AND SCORE
on you.
Humans don’t adopt Ai. Ai is learning and adopting us!

28. 28
Ai is Coming for All Those Ad Tech Bros

29. 29
In the End…
You/Me
Played by Chris Brown
Ai
As itself

30. 30
THANK YOU