Matt Prohaska of Prohaska Consulting: The Ad Automation and Programmatic Confidantes

JAY SEARS What do you read to keep up with politics art and culture MATT PROHASKAamp160The Economist The New York Times Vice The Wall Street JournalSEARS What do you read to keep up with friends PROHASKA Facebook LinkedIn Twitter and one circle that uses group text too much really helpful when they heckle each other on a Tuesday afternoon as weamp8217re presenting to a clientSEARS What do you read to keep up with the advertising technology industryPROHASKA AdExchanger AdNews Advertising Age Adweek Digiday Digital Doughnut ExchangeWire MarketingInteractive MediaBizBloggers Mediapost Smartbriefs from IAB ampamp MMA The Drum The Makegood various analyst reports and other media channelspecific tradesSEARS Whatamp8217s your favorite commercial of all timePROHASKA Any negative political ad kidding I donamp8217t rank commercials of all time in Excel as I do movies and songs like the dork that I am but I probably should start Depends on the moment for which one is my alltime fave but given this interviewamp8217s theme this oneamp8217s up there I was only a year out of college when it came outamp160 It was the first banner ad on Hotwired and it spoke to the optimistfuturisttechie in me Plus come on itamp8217s the voice of Tom SelleckSEARS With regards to advertising automation what are the three biggest trends you expect to impact companies in 2016PROHASKASales and operations teams at publishers starting to use automation more together instead of in silosMedia and creative teams at agencies starting to use automation more together instead of in silosPlatforms helping brands and publishers beyond advertising including other areas of marketing content and commerceSEARS With regards to advertising automation what are the three most overblown topics that you wish would just go awayPROHASKAamp8220Why Publishers should stop everything and do 15 of the same header bidding deals right nowamp8221amp160amp8220Is the agency or salesperson going to dieamp8221amp8220Why digital video spend will overtake TV spend any day nowamp8221SEARS Describe your firm and then tell us the three most common issues you help clients on with respect to advertising automation and programmatic tradingPROHASKA Prohaska Consulting is the premier global digital marketing and content consultancy specializing in programmatic technology Itamp8217s 80 of what we do today We empower publishers agencies brands tech providers trade groups and investors with a roadmap to success with unique strategy and executionAs for the three most common issuesAs a publisher how do I make more money more efficientlyAs an agency or brand how do I spend my money more effectivelyAs a tech provider how do I differentiate my company provide real customer value and winSEARS Tell us about your firmPROHASKA We have 65 products today that we have delivered on at least once across our six client verticalsamp160 Here are the top three buckets todayYield optimization for sellersProgrammatic sales and buying trainingData strategy and optimization for sellers and buyersSEARS The majority of ad technology companies have struggled relatively small unprofitable or both Of the poor performers what are the commonalities between them that have contributed to this weakness PROHASKA No winning combination of people product and positioning Quite a few very smart tech developers with no operational or leadership experience Companies funded and led based on 20102013 ecosystems and business models not knowing how andor unwilling to changeSEARS A smaller handful of ad technology companies has achieved scale and performed better than the rest What are the commonalities between them that have contributed to this relative strengthPROHASKA The winning combo stated above Humility to recognize that no one has all the answers for every client in every market every day Executives that listen to and develop talent leading departments and on the front lineSEARS Do we live in a amp8220tale of two citiesamp8221 where Google and Facebook win almost everything advertisers are dictated to and other media companies fight for the scrapsPROHASKA Depending on where you work it definitely can feel like either amp8220the best of timesamp8221 or amp8220the worst of timesamp8221 amp8230 amp8220Scrapsamp8221 globally by most studies are still 3550 of just socalled amp8220digitalamp8221 spend but itamp8217s a really long tail once we get past the amp8220midtailamp8221 of Yahoo VZWAOL Twitter and a few top content publishers If VZW doesnamp8217t continue to be open as Tim Armstrong has stated they intend to be and other MVPDs and Telcos decide to enforcestrengthen their own datawalled gardens then it could be a tale of about 50 cities globally across all media in three to five years So not two cities but still not ideal for marketers wanting to engage consumers more easily and effectivelySEARS Please answer the following statements yes or noamp160SEARS If you could go to the airport right now with friends or family and fly anywhere in the world for vacation who would you take and where would you go PROHASKA My wife Bronwyn and 10yearold daughter Danielle to Paris Maybe can pull it off this summer but canamp8217t wait to experience that again with Bronwyn and together with Danielle for the first timeSEARS If you could create an endowment to fund any existing nonprofit you designated what lucky nonprofit organization would that bePROHASKA Weamp8217re working on Prohaska Consulting becoming a BCorpTriple Bottom Line to start doing just that in our smalltostart way but Iamp8217m passionate about closing the digital divide locally and globally so it wouldwill be organizations that help do thatSEARS What is your favorite restaurant in the world PROHASKA I actually have this top 20 on my phone in Evernote dork I know The Three Chimneys in the Isle of Skye in Scotland is certainly up there Amazing food setting and peopleSEARS Thanks MattDo know a leading ad automation consultant in the ad automation and programmatic area advising advertisers and media companies that Sears should consider interviewing Tell himamp160The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet management or associated bloggersamp160amp160

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Matt Prohaska of Prohaska Consulting: The Ad Automation and Programmatic Confidantes

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