Today’s column is written by Chris O’Hara, co-founder and chief revenue officer at Bionic Advertising Systems.
I recently tried to explain what I do for a living to my 14-year-old son. I found myself telling him about ad tech.
“Basically, we make technology that helps marketers buy different kinds of banner ads,” I told him.
“You mean the kind of annoying pop-up ads that everyone hates?” he asked.
His look of profound disappointment said it all. I explained that the kind of work we do wasn’t just about populating the Internet with the “Lose five pounds with one stupid trick” type of banner. But even though we are getting a lot right, my explanations eventually started sounding pretty weak.
I have been working in this business since 1995. Aside from doing some ad implementation testing, I have probably clicked on about a dozen banner ads in as many years. Today’s robust, real-time ad tech “stack” has been purpose-built to optimize the delivery of the kind of banner ads most people already hate: standardized IAB units, retargeted ads, auto-play video pre-roll units and even the dreaded pop-up and pop-under.
Email This Post