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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
