BOK on Ads (and Climate)
Brian O'KelleyInvestigating the systemic decarbonization of digital advertising and other complex global supply chains
| Platform |  | Pricing | Only free issues | Publishes | Monthly |
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| Issues | 39 | Founded | 2 years ago | Last Issue | 3 months ago |
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bokonads.comLatest Issues
The fruit of the poisonous (programmatic) tree
I took a first look at the rebranded IAB Tech Lab agentic framework “AAMP”.
It inherits the foundational problems with programmatic: a lack of trust, governance, measurement; an inability to model the complexity of real-world transactions;...
The Open Agentic Web: Powered by Prebid
Publishers have been promised a lot from ad tech over the years. Most of it required more work, more complexity, and more headcount… for marginal gains.
Prebid Sales Agent is different. It’s open source. It deploys in an afternoon. And it...
Sponsored Intelligence and the Trillion Dollar Sentence
I once had a conversation with a visionary tech executive who said, and I am not making this up: “In the future there will be no advertising. Robots will print everything we need. But in the short term, I need ad revenue.”
There is no ques...
Agentic Advertising is for Allocation
Programmatic was invented to solve a problem with remnant ad impressions. How could publishers know, for a particular impression, which ad network would pay them the most money? We still struggle with this question, which is why mediation c...
The AI LUMAscape needs more commerce, more orchestration, and more white space
For 15 years we’ve been using the LUMAscape as a framework to think about ad tech. It’s a brilliant piece of market definition that helped create and fuel the programmatic revolution.
Today, as a similar revolution erupts around us, we are...
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Authors
The writers behind this newsletter.
Brian O’Kelley is the CEO and co-founder of Scope3, leading the decarbonization of the media and advertising industry, and is a board member of LiveRamp (RAMP). He was the co-founder and CEO of AppNexus through its $1.6B sale to AT&T in 2018.
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