Internationale Verstärkung für die OMCap! Wir freuen uns, Euch heute einen weiteren OM Experten der diesjährigen OMCap vorzustellen.
Als Senior Vice President / General Manager International von Rubicon Project ist Jay Stevens für den weltweiten Erfolg und die Expansion des Unternehmens verantwortlich. Er bringt über 12 Jahre internationale Erfahrung im Online-Marketing mit. Bevor er im Mai 2009 bei Rubicon Project anfing, leitete er als SVP of Audience das Geschäft von MySpace UK. Wir sind gespannt auf Jay Stevens Vortrag zu dem Thema “RTB: User-Targeting and its future“.
1. What projects are you currently working on?
To start with, the Rubicon Project’s continued global expansion, as we begin to see a range of new markets become converts to the efficiency and monetary benefits of programmatic trading.And meanwhile we continue to increase our commitment to markets like Germany, with a growing team of dedicated, experienced staff. Mobile is also a major focus for us this year: in what has up to this point been an overly complex field, fraught with technical roadblocks, and low yields for publishers – we are aiming on turning it around, ensuring both buyers and sellers get a better deal from mobile ad trading in 2013.
2. Have you ever been to OMCap? What are you expecting from this year’s event?
I haven’t, but have heard good things about the event itself and last year’s program. Despite all the changes we see in the media industry, one thing that doesn’t change is the importance of attending these types of events, both to learn what the rest of the market is thinking, and of course to network.
3. At this point, is it possible for you to give us a sneak preview of your speech?
Our aim is always to provide the most useful, practical information we can on RTB, private marketplaces and programmatic trading as a whole, so expect some publisher case studies from the UK and across the world, as well as some concrete examples of the innovative uses for RTB we have seen recently – for instance, using bidding patterns as ‘lead generation’ for new advertisers and new markets, use of first party data and audience extension. But not forgetting that some publishers are still starting out on their own programmatic journeys, we will be sure to reiterate the problems that Rubicon Project is solving, with the data to back it up, and some of the most useful nuggets of wisdom we have gathered so far from working closely with our publisher clients.
4. Which topic or development in today’s online marketing world is particularly drawing your interest?
The pace of RTB adoption in smaller markets is of particular interest, I think – countries like the Netherlands, for instance, who are further along the line than many other larger markets. If anything, the gains from programmatic trading are even greater in these markets, since the average media buy is relatively smaller. What this means is that overheads around traditionally sold deals done outside of RTB are relatively higher, so publishers and agencies have even more to gain. Otherwise, data management, creative optimization, and emerging tools for cross-channel marketing are all interesting, as we increasingly see technology, marketing and advertising intertwine. Ultimately what this means is that technology is taking on more and more of the heavy lifting, repetitive and low value work (cross Fax and Excel off your list for a start) to allow humans to focus on the creative and the really high value stuff. Another trend we see is technology itself enabling humans to be more creative, but that’s probably a topic that could fill a whole separate interview.
5. Will you reveal one of your hobbies?
Globetrotting! And I love fishing and drinking German beer.
Thank you very much for your time! We are glad to have you on bord of the OMCap!