Ep. 12 Brian O'Kelley from Scope3 chats with AdTechGod
Jan 23, 2024
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In this episode, Brian O'Kelley, the godfather of programmatic advertising, discusses the evolution of pricing and dynamic CPMs, the impact of AI on content creation and delivery, making collective decisions and future trends in the industry, the impact of AI on businesses and the future of the internet, GDPR, the future of ad tech, and the need for innovation.
Dynamic CPM, which allows the price of every ad to change, optimizing performance and reducing complexity, was invented by Brian O'Kelley.
Scope 3, Brian O'Kelley's current venture, aims to quantify the environmental impact of advertising and promote sustainability in the digital advertising landscape.
Deep dives
Brian O'Kelley's Visionary Role in Programmatic Advertising
Brian O'Kelley, co-founder and CEO of Scope 3, played a significant role in the invention and development of programmatic advertising. Through his work at AppNexus, he contributed to building the infrastructure that could scale with the internet and the concept of personalized content for each user. Brian's focus on dynamic pricing and finding the right ad for each person led to the invention of dynamic CPM, which is now a standard in the industry. He also highlighted the importance of consumer experience and the need to continuously improve it. Brian's commitment to making the internet a better place extends to his current venture, Scope 3, which aims to quantify the environmental impact of advertising and promote sustainability in the digital advertising landscape.
The Challenges and Evolution of Programmatic Advertising
In the early days of programmatic advertising, Brian O'Kelley faced challenges in adoption and acceptance from the market. Building an ad network, Ramsey McGroin, had to manually run performance ads at different price points to determine the best click rate because the technology was lacking. This process was time-consuming and required coordination with publishers. Brian's vision to automate this led to the invention of dynamic CPM, where the price of every ad can change, optimizing performance and reducing complexity. However, Brian reflects on how programmatic missed mobile due to focusing more on mediation and cost per action (CPA) gaming ads. Looking forward, he sees the transition away from cookies as the major trend in the upcoming years.
Brian O'Kelley's Commitment to Environmental Responsibility
Brian O'Kelley's dedication to integrating environmental responsibility into the tech world led him to create Scope 3. At Scope 3, Brian and his team provide accurate data on supply chain emissions in digital advertising, contributing to a more sustainable and environmentally conscious digital environment. They highlight the inefficiencies and ineffectiveness of certain ad practices, encouraging brands to prioritize green and effective strategies. By quantifying the environmental impact of advertising and incentivizing smarter decisions, Scope 3 aims to decarbonize the internet while preserving monetization and improving the consumer experience.
Looking Ahead to 2024: Post-Cookie Era and AI Impact
Brian O'Kelley predicts two major trends for the industry in 2024. The first is the end of cookies and the shift towards a post-cookie era. Companies that haven't committed to a post-cookie strategy may face serious challenges. The second trend is the impact of AI on search and content consumption. Brian believes AI will transform the way knowledge is acquired and products are discovered, leading to a chat-first experience and a different internet landscape. He emphasizes the need for flexibility and collaboration within the industry to navigate these changes successfully.
AdtechGod sits down with Brian O'Kelley the Godfather of Programmatic.
Brian O'Kelley, often referred to as the godfather of programmatic advertising, is a visionary entrepreneur and industry pioneer who has played a pivotal role in revolutionizing the digital advertising landscape.
Brian is currently the CEO and Founder of Scope3 and is leading the industry on the decarbonization of media.
