Agenda

1. Why standards?

2. eBiz Document standards

1. Advertising Programs

2. Insertion Order standards

3. Buyer and Seller protocols

4. How to get on board

Joe Pych

Marketing Geek

CEO and Founder Bionic Advertising Systems

• 2 BS Math and Computer Science Cornell • MS Computer Science Rensselaer • 20 years marketing systems • Lots of systems integrations • 14 years leading software company • “Cloud” since 1999 • Releasing software every 6 weeks for past

13 years • Lots of battle scars

Why Standards?

$40,000 per campaign

It costs agencies $40,000+ in manual labor

to create and execute a single digital media plan

42 steps per campaign And it takes 42 steps to create and execute

a single digital media plan

42 steps per campaign A lot of friction in the handoffs

We provide digital media planners with a workflow system

Publisher workflow technology provider

I have an API. Integrate with me.

7 months 12 kloc

7 months 12 kloc

I have an API. Integrate with me.

6 months 10 kloc

7 months 12 kloc

6 months 10 kloc

7 months 12 kloc

I have an API. Integrate with me.

6 months 10 kloc

7 months 12 kloc

5 months 11 kloc

6 months 10 kloc

7 months 12 kloc

5 months 11 kloc

I have API. Integrate with me.

I have API. Integrate with me.

6 months 10 kloc

7 months 12 kloc

5 months 11 kloc

I have API. Integrate with me.

I have API. Integrate with me.

I have API. Integrate with me.

I have API. Integrate with me.

I have API. Integrate with me.

6 months 10 kloc

7 months 12 kloc

5 months 11 kloc

I have API. Integrate with me.

I have API. Integrate with me.

I have API. Integrate with me.

I have API. Integrate with me.

I have API. Integrate with me.

You forgot about me. I hate you.

Good bye.

Without Standards With Standards

Custom Implementation for each trading partner

Slow expensive implementations

Multiple large code bases, nightmarish SDLCs

Investment decision for each partner

Exclude low-value partners

Ongoing testing / QA of each implementation

Distraction from core business

3 months 4 kloc

0 months 0 kloc

0 months 0 kloc

0 months 0 kloc each

You rock. I love you. Forever!

Without Standards With Standards

Custom Implementation for each trading partner

1 standard integration project for all trading partners

Slow expensive implementations 1 fast implementation - Solid specs, schemas

Multiple large code bases, nightmarish SDLCs

1 small code base

Investment decision for each partner

Zero investment per partner

Exclude low-value partners All are welcome

Ongoing testing / QA of each implementation

3rd party (IAB) certification

Distraction from core business Focus on core business

Same benefits for a publisher integrating with demand sources

You rock. I love you. Forever!

Programmatic Direct Flowchart

Adopt Industry

Standards?

#winning #fail

Yes No

Setting Standards

invoeging volgorde

Insertion Order English

Werbeauftrag German

Orden de inserción Spanish

Εντολή καταχώρησης Greek

रविष्टि के आदेश Hindi

Ordre d'insertion French

invoeging volgorde Dutch

Indsættelse ordre Danish

Ordem de inserção Portuguese

挿入順序 Japanese

ترتيب اإلدراج Arabic

Порядок вставлення Ukrainian

A Model Provides a Common Language

• Advertising Programs

• Insertion Orders

• Invoices

• Etc…

XML Schema for the Model

• Descriptive

– Solid requirements

– Eliminates confusion

• Verifiable

– Will save you TONS of coding

• Generates code

– Will save you time

• But hard to understand!

XML Schema

XML Schema Editor

Based on IAB 2008 Work

• Simplifies structure

• Removes extraneous fields

• Adds necessary breadth

• Adds necessary depth

Common

Advertising Program

Insertion Order

Invoice

Common

Advertising Program

Insertion Order

Invoice

Common

• Person

• Company

• Transactor

• Email Address

• Phone Number

• Postal Address

• Money

• Rate

• Time span

• Audience Profile

• System

• Dimension

• Unit of Length

• Ad Unit

• Ad Tag

• File

• Note

• Quantity

• Percentage

• Discount

Name

Person

Company

Transactor

Money

ISO 4217 Currency Codes

Rate

Ad Unit

Ad Tag

Common

Advertising Program

Insertion Order

Invoice

Program

Program

Seller

Placements (Products)

Placement (Product)

Profile

Profile

Standard Terms

A Well Defined Program

• Findable

• Understandable

• Orderable

Common

Advertising Program

Insertion Order

Invoice

Order

Buyer, Seller, Advertiser

Line Item

Placement

Terms

System Info

Common

Advertising Program

Insertion Order

Invoice

Invoice coming soon…

Yay! We have a Common Language

We’re done, right?

You’re not done yet

SMTP Connected Us Together

IAB 2008 Work

• No protocol defined

• 6-month integration project for every partner

• Less demand, less supply

• Fewer deals

Protocol

Buyer Seller Put Order

It’s critical to define the protocol, too!

how to get involved

“Sunshine is the best disinfectant”

- Louis Brandeis

Get on board… now is the right time.

Your Name Here

Don’t Miss the Boat!

questions, comments, ideas

Thanks!

Joe Pych

jpych@bionic-ads.com

@jpych

(212) 858-5890 x105