As we approach the 19th anniversary of the first banner ad, Digital Media Planning is entering its third age. First, we had the “Guilded” Age. Then came the Machine Age. Recent announcements by AOL, Yahoo and Microsoft herald the start of a new era: the Bionic Age. As with every seismic shift, there will be winners and losers. Come learn about these macro-trends and how to position your agency for success in the Bionic Age.
4. The “Guilded” Age
Advertising inventory was purchased in large
batches at negotiated rates expressed in contracts
called insertion orders, just like in print. These early
digital media artisans soon joined together and
established the guilds that became known as digital
media agencies. Like medieval guilds, they closely
guarded their trade secrets and only passed them
down to their apprentices.
21. The Machine Age
The Machine Age introduced astonishing efficiency
through real-time bidding on ad exchanges. Instead
of humans taking weeks to plan and execute a
campaign through an insertion order, machines
purchased impressions at auctions that took place
in the milliseconds before a browser loaded your
Web page.
32. “The cost of not having a connected business is costing the
[digital advertising] industry $3.6 million dollars per hour.”
Neal Mohan, Google’s Vice President of Display Advertising Products at
Google’s thinkDoubleClick June 2013 event.