"World of DaaS" Mediaocean CEO Bill Wise - building the operating system for advertising
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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.
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Mediaocean's Role
- Mediaocean functions like an ERP, consolidating transactions and managing the back office of advertising.
- It aims to be the system of record, engagement, and intelligence, similar to big tech companies.
Growth Strategy
- System of record companies typically experience lower growth and smaller TAM.
- Mediaocean strategically acquired ad tech companies to expand from back-office to front-of-house operations, increasing TAM.
Ad Tech Complexity
- The ad tech money flow involves around 20 hops between buyer and seller, creating complexity.
- Mediaocean prioritizes stability over innovation in its core system of record business to ensure accurate reconciliation of transactions.