Digiday Exchange: isocket Workshop: "Programmatic Buying Beyond RTB"
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Transcript of Digiday Exchange: isocket Workshop: "Programmatic Buying Beyond RTB"
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Tearing Down the Wall Between Technology and Direct Sales
John RameyFounder & CEO of @isocket
@jpramey
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The two worlds must and are colliding
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Tech, please meet Direct
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The Fat Middle
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Property Specific. Premium. Guaranteed. Fully Transparent. Point and Shoot. Easy.
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RTB & Programmatic Direct Are A Cute Couple
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Test & Scale
Use RTB / spot market to learn. Properties earn their way onto direct media plan.
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Over and Under Frequency Management
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Buying direct is hard, slow, and costly.
This makes it easier.
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Humans Matter
APIs are a better fax machine.Humans matter, and do better with better tools.
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Control
Your packages. Your pricing. Your decisions.
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Questions or More?
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Have a healthy fear of machines. But don’t let the fear freak you out and hurt you.
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Holding too many shotguns at your front door encourages people to break in your basement
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Fear – NOT change – is what causes these businesses to fail. Don’t be like the RIAA.
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Making it easier for people to do business with you
=More people will do more business with you
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Care about how your sausage is made.
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1. The wall is falling. Tech, meet direct.2. New tools for programmatic and RFPs.3. Very different inventory than spot market.
John RameyFounder & CEO of @isocket