Home AdExchanger Talks Podcast: CEO Bill Wise Calls Mediaocean ‘The Past And Future Of Ad Tech’
PODCAST: AdExchanger Talks

Podcast: CEO Bill Wise Calls Mediaocean ‘The Past And Future Of Ad Tech’

By

SHARE:

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here.

Mediaocean is boring – in a good way. The 50-year-old marketing workflow and billing provider offers a relatively mundane set of marketing and advertising enablement tools. Its customer base is stable, its revenue predictable.

In a few years, God willing, the rest of the ad tech industry could have those same attributes.

“We feel like we’ve been the past of ad tech, and we believe we are the future of ad tech,” CEO Bill Wise says in the latest episode of AdExchanger Talks. “We are leading the boring parade. Mediaocean was the first, best boring company.”

Wise has a long history as a changemaker and investor in ad tech circles, and this episode surveys some interesting highlights of his career, including his involvement in pitching Procter & Gamble on its programmatic strategy back in his Right Media days.

“At the time, they were the third-largest ad network in the space,” he said of P&G. “There was Google ad network, Advertising.com and then P&G, if you looked at their 149 brands as advertisers.”

Also in this episode: competitive threats, skepticism on marketing technology, a gloomy view of SSPs and The Trade Desk’s special sauce.

Must Read

Platforms

Uber Launches A Platform-Specific Attention Metric With Adelaide And Kantar

Uber Advertising, in partnership with Adelaide and Kantar, launched a first-of-its-type custom attention metric score for its platform advertisers.

Platforms

Google Shakes Off Its Troubles And Outperforms On Revenue Yet Again

Alphabet reported on Wednesday that its total Q3 revenue was $102.3 billion, up 16% year over year, while net profit increased by a third to $35 billion.

Olivia Kory, Haus (Photo credit: Sean T. Smith)
Measurement

For Meta Marketers, Automation Isn’t Always The Advantage (But It’s Complicated)

Meta says “trust the machine” – but marketers are finding out that automated ad platforms, including Advantage+, don’t always know best.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Header Bidding Rapper (Wrapper!)
Publishers

Prebid.org Is At A Crossroads, And Must Now Decide Whose Interests It Serves

Prebid’s future is up for grabs as the open-source project grows apart from the IAB Tech Lab, the industry’s self-appointed standards authority.

PODCAST: The Big Story

Rest In Privacy, Sandbox

Last week, after nearly six years of development and delays, Google officially retired its Privacy Sandbox.
Which means it’s time for a memorial service.

Platforms

AWS Launches A Cloud Infrastructure Service For Ad Tech

AWS RTB Fabric offers ad tech platforms more streamlined integrations with ecosystem and infrastructure partners, allegedly lower latency compared to the public internet and discounts on data transfers.

Popular

  1. Platforms

    Uber Launches A Platform-Specific Attention Metric With Adelaide And Kantar

    Uber Advertising, in partnership with Adelaide and Kantar, launched a first-of-its-type custom attention metric score for its platform advertisers.

  2. OPINION: Data-Driven Thinking

    Why Your First AdCP Project Is Probably Going To Fail

    It won’t fail because the protocol is bad; it will fail because you’ve been sold a simplistic dream – a “universal API” for ad tech – and that’s what you’re budgeting for.

  3. AI

    How Agentic Advertising Platform Aimy Uses Comcast’s Universal Ads API

    On Monday, Brand Networks announced that Universal Ads would now be buyable through the company’s agentic ad buying platform, Aimy Ads.

  4. PODCAST: The Big Story

    The Power of Prebid

    With its wide adoption and independent membership, Prebid is powerful. We discuss Transaction IDs and the remedies phase of the antitrust trial with those inside and outside the org to better understand this open-source project.

  5. CTV Roundup

    Locality Wants Every Ad To Hit Close to Home

    Ignoring the fact that early pioneers in the space didn’t plan to have ads in the first place (looking at you, Netflix!), even with targeting and personalization, most major players are still thinking of national reach – not local reach – as their default.