BOK interviewed in Digiday about Scope3
Did my first in-depth interview since we started Scope3: https://digiday.com/media/brian-okelley-our-model-is-to-get-buyers-to-make-emissions-part-of-their-spending-decisions/amp/ Some key takeaways about Scope3 (but read the article, it's not that long): * “Our model is to get buyers to make emissions part of their spending decisions. We know that publishers and supply-side ad tech
Making Advertising Sustainable: Introducing Scope3
I decided that the most important thing I could do with my time was to figure out how to build a comprehensive and granular data set for supply chain emissions. I realized this would have to be done an industry at a time... and what industry do I know better than digital advertising?
Proposals for Privacy and Competition
Today I testified in front of the US Senate Judiciary Committee at a hearing about privacy and competition in the digital advertising space. My testimony is here [https://www.judiciary.senate.gov/meetings/understanding-the-digital-advertising-ecosystem-and-the-impact-of-data-privacy-and-competition-policy] . Highlights at 32:00 (my oral testimony), 50:00 (when I make an analogy and Senator
Trusted Data Partners: Epilogue
In early 2017, I wrote a couple of posts where I described the problem [https://bokonads.com/data-is-fallout-not-oil/] of data leakage in the ad tech industry and I proposed a solution [https://bokonads.com/request-for-comments-trusted-data-partners/]: publishers should list their Trusted Data Partners and require the ad tech ecosystem to only
Ending Ad Fraud: A Distributed and Punitive Approach
Over the past 20 years of digital advertising, we have seen a drumbeat of news stories about fraud. Often, these stories include some terrifying sum of advertising money that is being wasted buying fraudulent traffic. These stories are often seeded by an anti-fraud vendor or their proxy, who stand to
Passthrough Auctions: Rethinking Supply Path Optimization
Last August, I wrote a post introducing the concept of Supply Path Optimization [https://bokonads.com/preventing-bad-behavior-in-header-bidding-supply-path-optimization/] to address the commoditization of programmatic supply access due to header bidding. Over the next two quarters, I worked closely with a team at AppNexus that did a domain-by-domain analysis of supply paths
Request for Comments: Trusted Data Partners
In a previous post I explained how data leakage happens [https://bokonads.com/data-is-fallout-not-oil/]. In this post I will propose a framework to solve this problem systematically. Levels of data leakage protection As publishers think about preventing data leakage, there is an implicit tradeoff between protecting data and maximizing revenue.
Data is fallout, not oil
A reporter once told me he was going to write a piece about programmatic advertising called "Data is the new oil". His idea was that having data about customers and prospects is directly correlated with the ability to drive successful marketing outcomes, and thus that brands should be laser-focused
The ad tech renaissance
We simply must fix the monetization and distribution challenges that publishers face. This is a societal problem as well as an economic one; we need to support real news if we want to fight back fake news. The internet needs an ad tech renaissance, one based on creating real value
Can Technology Save Journalism?
Cross-posting a couple of articles I wrote for Forbes: * Can Technology Save Journalism? Part I [http://www.forbes.com/sites/valleyvoices/2016/02/23/can-technology-save-journalism/#75c517f17903] - February 23, 2016 * Can Technology Save Journalism? Part II [http://www.forbes.com/sites/valleyvoices/2016/09/06/can-technology-save-journalism-part-ii/#68a3bb6467da] - September 6,
Preventing Bad Behavior in Header Bidding: Supply Path Optimization
As publishers implement header bidding in increasing numbers, we are beginning to see new techniques that allow an aggressive SSP to significantly alter outcomes for both the publisher and the buyer. This results in short-term gain for the SSP but long-term pain for the advertiser, publisher, and the programmatic ecosystem