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Pubmatic President Kirk McDonald explains how ‘real time bidding’ creates more effective advertising.
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I suspect I speaking of the Oscars it's another big night for advertisers giving them millions of people who tune in.
Advertisers.
Spend billions on clever commercials but there are always some you can barely stand to sit through.
Well there's a breakthrough in the business which could make the experience more enjoyable.
Thought about it more -- -- a lot better for a lot more people and more profitable for them.
It's called real time beating and it lets advertisers change the ads viewers C based on -- demographic for instance it makes perfect sense after all.
A six year old woman in Kansas probably doesn't have the same interest -- a thirty year.
Kirk McDonald is president of -- that company that developed this technology thank you for joining us and this is going to revolutionize the advertising industry isn't it.
Absolutely adamant it's a dramatic change from the way we've done things in the past.
It's it really is a shift towards understanding the importance.
Driving personalization not just in the content experience but in the advertising experience as well -- says so how does it work how do you make sure that a middle aged guy like me New York City isn't watching the same thing that -- -- -- year old may -- in LA is launching.
You know the lived one of the -- -- of digital.
Media usage by the consumer is that there's a lot of information shared.
With this sites that you go to on a regular basis your favorite web sites the -- mobile environment the services use.
And you can capture those signals apply them to.
The creation of a page and apply them to which -- gets chosen to deliver on -- page.
We do this in milliseconds and under a couple of hundred milliseconds and make sure that the right -- that gets delivered to the right person at the right time.
And in doing so.
You know raise the value of the advertising and the -- and the experience for the user better effect for the advertiser I won't see how this plays out.
On online now what about on traditional old -- old media broadcasting the implications there I had imagined that this could be huge money maker.
Absolutely need -- the the world is moving towards sort of on every screen experience right so whether it's the Super Bowl or we're coming into the Oscars again.
There -- prediction of not just viewing what's happening on told him but how white.
Absorb that experience on my -- a mobile device all of these being connected at the same time.
Being able to manage every -- -- across every screen them.
And all of the sales channels is really what our platform allows to happen for -- and for the the media company I would imagine to that as we get today shift.
From traditional broadcasting incurring traditional Internet when all of that is integrated whether it's through apple TV or what -- is -- finally gonna happen.
-- your.
Methodology your technology takes off.
That's exactly right so it's already.
-- Reported that IBC did a research report last year it looked at a period where few years back there was no such thing as real time bidding.
It's predicting that by 2016 real time bidding will be.
Thirteen point nine billion dollar industry worldwide.
Nine billion almost of that to be here in the United States alone.
And and the reality is right now that trend -- that growth calendar is the fastest growing part of of the media ecosystem so.
We -- we're excited about what we provide publishers and we're excited about the experience it.
Means for the consumer as well Kirk McDonald problematic president I wish I had sat next to you and seventh grade algebra I got past that course listen Adam thank you for your time.
All the best to -- and to your business thank you up next.
