"World of DaaS"
Mediaocean CEO Bill Wise - building the operating system for advertising
Apr 1, 2025
Bill Wise, Co-founder and CEO of Mediaocean, leverages his extensive ad tech background to unravel the hidden plumbing of global advertising. He discusses the shift from linear TV to connected TV and challenges posed by measurement monopolies. Bill shares insights on navigating the complexities of ad tech and the importance of transparency and adaptability in the digital landscape. With a blend of humor, he also touches on unexpected topics like Uber ratings before diving into the balance between passion and practicality in career choices.
45:47
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Quick takeaways
- Mediaocean's strategic acquisitions aim to enhance its offerings and integrate cutting-edge solutions, reflecting the changing dynamics in ad tech.
- The shift towards in-housing advertising functions indicates brands' desire for better data control, necessitating agencies to adapt their collaborative roles.
Deep dives
The Importance of Systems in Advertising Technology
The advertising technology landscape requires a robust system of record to handle complex transactions between buyers and sellers. Often compared to an Enterprise Resource Planning (ERP) system, this technology consolidates financial transactions and ensures that advertising expenditures can be tracked accurately. The intricate flow of money in ad tech is likened to stock trading, where precision matters significantly. A primary challenge lies in maintaining stability while also striving for innovation, as any discrepancy can lead to financial losses.
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