Confession of an Ad Guy

I have a con­fes­sion to make. I’ve been in the dig­i­tal ad busi­ness since 1999 – a long time by inter­net stan­dards – and my entire per­spec­tive on what makes the dig­i­tal world go round has been adver­tis­ing. The real­ity, espe­cially in dig­i­tal video, is that is wrong.

I didn’t real­ize the chal­lenges until I became the CEO of Audi­tude and was hit smack in the face by the many hur­dles lim­it­ing our customer’s abil­ity to mon­e­tize their con­tent – well before an ad is sold, traf­ficked, or served. In fact, there is a lot of work that goes into cre­at­ing and serv­ing up the con­tent before you can even think about mon­e­tiz­ing it with ads – and if the ad guys like me aren’t work­ing with their con­tent coun­ter­parts – the oppor­tu­nity that online video adver­tis­ing rep­re­sents will never come to fruition.

My point is – it’s time for the dig­i­tal indus­try to break out of its silos. Media com­pa­nies and pub­lish­ers have been forced to piece together best-of-breed point solu­tions, make their own invest­ments in tech­nol­ogy to fill the gaps and/or build the bridges, and then hope their part­ners work together. This has made it inef­fi­cient and dif­fi­cult for media com­pa­nies and pub­lish­ers to max­i­mize the value of con­tent they want to bring online – putting them at a huge dis­ad­van­tage in a world of dis­rup­tion.

This is the exact prob­lem Adobe addresses with the announce­ment of Project Prime­time.   By seam­lessly com­bin­ing pub­lish­ing, adver­tis­ing and ana­lyt­ics into a sin­gle plat­form, many of the inef­fi­cien­cies men­tioned above are addressed. Project Prime­time breaks down the silo’ed walls that have existed to help media com­pa­nies and pub­lish­ers more effi­ciently and effec­tively deliver and mon­e­tize their dig­i­tal con­tent across con­nected devices.

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When I shared this vision with a room full of dig­i­tal adver­tis­ing exec­u­tives yes­ter­day at the IAB Annual Lead­er­ship Meet­ing, there was much agree­ment with the chal­lenges in bring­ing more dig­i­tal con­tent online and there was great pos­i­tive response to the Project Prime­time vision and demo we shared. From an adver­tis­ing per­spec­tive (here I go again with my adver­tis­ing-cen­tric per­spec­tive :)), the ben­e­fits include:

  • A bet­ter viewer expe­ri­ence, which aids con­tent and ad engage­ment
  • More scal­able deliver of ads to con­nected devices
  • Com­bin­ing con­tent and ad ana­lyt­ics to provide rev­enue-based insights

In less than 4 months since announc­ing its acqui­si­tion of Audi­tude, Adobe has begun to deliver on an inte­grated vision it is uniquely posi­tioned to solve; mov­ing swiftly into help­ing mon­e­tize con­tent and deliv­er­ing a plat­form that will ben­e­fit those com­pa­nies look­ing to bring more con­tent online.

 

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Jeremy Helfand, Vice President of Video Solutions

About Jeremy Helfand, Vice President of Video Solutions

Jeremy Helfand is a digital media industry veteran with nearly 20 years of experience shaping infrastructure, strategy, and technology around profitable advertising-driven businesses. As the former CEO of Auditude (acquired by Adobe in 2011), Jeremy was responsible for the overall implementation of video ad management and monetization technologies for premium publishers and media companies. Following the Auditude acquisition, Jeremy now serves as vice president of Adobe Primetime, leading the global go-to-market strategies for the company’s video publishing, advertising and data management solutions. Prior to Auditude, he was the President of United Online’s Media Group, managing all advertising and partnership revenue including the launch of their audience platform, Adcurate. Prior to this, he served as SVP/GM at Advertising.com (acquired by AOL).

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2 Responses to Confession of an Ad Guy

  1. Arsenal soccer shirt says:

    Some really nice tips, thanks!

  2. Door Knobs says:

    This is just to say that I must appre­ci­ate your view point but change would not come from out side, it has to co,e from within! Thanx for shar­ing this with us!

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