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Disruptive Questions That May Define the Marketplace

Disruptive Questions That May Define the Marketplace. DOUG WEAVER Founder & CEO, Upstream Group. Why Am I Up Here?. I Have No Dog in This Fight. Pattern Recognition. Action Forms Around a Point of View. # IABNE. How We Got Here: A Dougorithm. P/Unsold Inventory. /.

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Disruptive Questions That May Define the Marketplace

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  1. Disruptive Questions That May Define the Marketplace DOUG WEAVER Founder & CEO, Upstream Group

  2. Why Am I Up Here? I Have No Dog in This Fight Pattern Recognition Action Forms Around a Point of View # IABNE

  3. How We Got Here: A Dougorithm P/Unsold Inventory / DSP Tech + + Trading Desks Ad Exchanges - A/Unfilled Planning Capacity Network Margin 10 Agency Profit & Scale / - C/Price & ROI Constraints P/ “No” to Premium Content Margin Growth Channel Conflict Scale Issues N/ Ad Networks = T/ Technology & Data STALEMATE = Don’t Bother Transact w Agency Transact w Client THE P3 ERA PANIC POSTURING PRESSURE Private Exchanges

  4. Or, to Put it Differently: “Houston, Looks Like Maybe We’ve Got a Clusterf#@k on Our Hands!”

  5. The Best Way to Deal with a Messy Situation is to Ask the Right Questions.

  6. Does the Client Care About the Same Things We Do?

  7. What’s the “Better Future” That We’re Conjuring for the Marketer?

  8. What If Our “Math State” is Focused on the Wrong Branches of Math?

  9. Do the Holding Company Trading Desks Really Have Bench Strength and Mandate to Survive and Thrive?

  10. What is the Defensible High Ground for Ad Networks and How Many Will Make the Journey?

  11. Who’s in This For the Long Haul?

  12. What Happens to the Ecosystem if We Kill Off All the Songbirds?

  13. What Happens If Atlas Shrugs?

  14. What About the Consumer?

  15. Thank You "Each new technology turns its predecessor into an art form." Doug Weaver 802.985.2500 dweaver@upstreamgroup.com ~ Marshall McLuhan www.getthedrift.com twitter.com/UpstreamDW facebook.com/upstreamgroup

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