Presentation from DMX Dublin, given in the Aviva Stadium on March 8, 2017, covering the problems with ad-tech, the EU's GDPR and the dearth of creativity in digital advertising.

1. THREE QUESTIONS DIGITAL ADVERTISERS
NEED TO ASK THEMSELVES.

2. 1. How am I serving
ads?

3. "WE SERVE ADS TO CONSUMERS THROUGH A NON-
TRANSPARENT MEDIA SUPPLY CHAIN WITH SPOTTY
COMPLIANCE TO COMMON STANDARDS, UNRELIABLE
MEASUREMENT, HIDDEN REBATES AND NEW
INVENTIONS LIKE BOT AND METHBOT FRAUD.”
MARC PRITCHARD, P&G

4. "WE SERVE ADS TO CONSUMERS THROUGH A NON-
TRANSPARENT MEDIA SUPPLY CHAIN WITH SPOTTY
COMPLIANCE TO COMMON STANDARDS, UNRELIABLE
MEASUREMENT, HIDDEN REBATES AND NEW
INVENTIONS LIKE BOT AND METHBOT FRAUD.”
MARC PRITCHARD P&G
Translation: Ad Tech is
broken.

5. LOCATION, LOCATION,
LOCATION.

6. DON’T BELIEVE THE HYPE

7. FOLLOW THE MONEY

8. WHAT IS P&G CALLING FOR?
•ONE VIEWABILITY STANDARD
•INDEPENDENT MEASUREMENT & VERIFICATION
•TRANSPARENT AGENCY CONTRACTS
•ACTIVE PREVENTION OF ONLINE ADVERTISING
FRAUD

9. 2. Am I ready for
GDPR?

10. MARCH 25, 2018.

11. EU PROPOSING:
GUARANTEED CONFIDENTIALITY OF USERS' ONLINE
BEHAVIOUR & DEVICES.
SPAM, DIRECT MARKETING AND THE PROCESSING OF
DATA TO BE ALLOWED ONLY WITH PRIOR CONSENT.
USERS ASKED FOR PREFERENCES ON THIRD PARTY
COOKIES WHEN THEY INSTALL A BROWSER, RATHER
THAN WHEN THEY'RE BROWSING THE WEB.

12. EU PROPOSING:
EUROPEAN CITIZENS ALSO HAVE THE RIGHT TO APPROACH
ANY COMPANY THAT HAS DATA ABOUT THEM AND DEMAND
TO KNOW HOW IT'S BEING PROCESSED, WHY, AND WHO IT'S
BEING SHARED WITH.
DATA PORTABILITY BECOMES A RIGHT
APPLIES TO NON-EU COMPANIES THAT HOLD DATA ON EU
CITIZENS.

13. NONCOMPLIANCE?
COMPANY FINES OF UP TO 4% OF GLOBAL TURNOVER
MORE POWERS FOR IRISH ODPC TO FINE DIRECTLY
INSTEAD OF COURTS

14. 3. Does creativity
matter to me?

15. "ADVERTISING IS POISON GAS. IT
SHOULD BRING TEARS TO YOUR
EYES, UNHINGE YOUR NERVOUS
SYSTEM AND KNOCK YOU OUT.”
GEORGE LOIS

16. THE TYRANNY OF THE MPU?

17. THE OUTLINE IS TRYING SOMETHING NEW

18. MOBILE FRIENDLY CONTENT + AD SLOTS

19. SNAPCHAT SHOWS THAT ENJOYABILITY +
SHARABILITY ARE THE NEW CREATIITY

20. @steevill
Thanks