1. Assumptions
1.1. Publishers should capitilize on their core USP = their content
1.1.1. The openweb will never beat the closed gardens in terms of knowing the user
1.1.1.1. Selling media soulely based on that will always lose to Meta/Google/Amazon/Apple
1.1.1.1.1. They own user-related data (intent, hobbies, interests, shopping habbits, etc)
1.1.2. Publishers have to harness their USP that they can actually bring to the table - their content
1.1.2.1. Death of 3rd party cookie is putting sell-side at risk
1.1.2.1.1. today they help impact the media buying only, not the creative creation
1.2. New technology developments can now enable the dream of brands, i.e create the best ad creative per each media spot
1.2.1. If creative directors could re-apply their campaign brief per each ad location, ad creative would probably look different to meet the page content
1.2.1.1. They can't
1.2.1.1.1. Milliseconds to read the page, brainstorm, create a new version of ad, and serve it.
1.2.1.1.2. Media buying today forces you to test and match pre-made creatives to possible type of audiences
1.3. We're operating in the Contextual advertising space
1.3.1. Contextual advertising refers to the practice of placing ads on web pages based on the content of those pages.
1.3.1.1. For example, this could be ads for running shoes on a news article about running, or it could be ads for laptops on a tech ecommerce site.
1.4. thoughts
1.4.1. Planned brief, ad-hoc execution
1.4.2. Have you ever found yourself engrossed in an article, TV show, or podcast and thought not just about how perfect it would be to feature your brand there, but also about the exact creative approach you'd take, tailoring the message and visuals specifically for that page, scene, or moment?
1.4.2.1. Why aren't you doing it today?
1.4.2.1.1. Hard to setup and run instant, real-time, hyper-taylored campaigns
1.5. Temp
1.5.1. After putting a white (or black) domain list in place, my key way to target is user data, which i'm lacking in OpenWeb
2. Assumptions
2.1. General
2.1.1. Campaigns that match the creative to the underlying message of content have higher brand recognition and awareness
2.1.2. User data as main source of targeting is just one part of targeting critiria
2.1.2.1. bad audience targeting (not relevant for me)
2.1.2.2. hate when an ad follows them everywhere
2.2. Brands
2.2.1. would love to match each ad creative to the right contextual moment, but can't adapt creative at the page-level
2.2.2. don't like to create endless ad creatives for testing purposes
2.2.2.1. time consuming
2.2.2.2. repetitive
2.2.3. “Most brands are not big enough and don’t have enough data to truly personalize,”
2.2.4. Generative AI tools can create content at such a massive scale that it becomes challenging to validate effectiveness, leading to noise and potential mismatches between targeted individuals and personalized content.
2.2.5. When working on creating ads, Brands must meet "legal compliance and brand voice perspective"
2.3. Publishers
2.3.1. Publishers don't sell ads at the specific article-level
2.3.2. Publishers would be reluctant to add more ad spots on the page
2.3.3. Pubs wouldn't like to entartain a direct programmatic relationship, and prefer to work through SSP
3. Product
3.1. General feature list
3.2. The page analysis engine
3.2.1. **General flow**
3.2.2. Detect & extracts data from page
3.2.3. Sumamrize & score page
3.3. The brief engine
3.3.1. Create brand book
3.3.1.1. Fonts?
3.3.1.2. Color palletes
3.3.1.3. logo
3.3.1.4. Values
3.3.1.5. Tone of voice
3.3.1.6. Rules, guidelines & restrictions
3.3.1.6.1. Ad guidelines
3.3.1.6.2. Messaging
3.3.1.6.3. Specific requirements
3.3.1.6.4. Brand saftey
3.3.1.7. Content targeting
3.3.1.7.1. (i.e. content that aligns with brand. This includes relevant domains, topics, concepts, etc)
3.3.2. Create a creative brief
3.3.2.1. Outline campaign strategy
3.3.2.1.1. Objectives
3.3.2.1.2. Target audience
3.3.2.1.3. Desired consumer response
3.3.2.2. Add relevant product/service description
3.3.2.2.1. features
3.3.2.2.2. Messaging
3.3.2.2.3. Benefits
3.3.2.2.4. USP
3.3.2.2.5. Competitor analysis
3.3.2.3. Add Guidelines & considerations
3.3.2.3.1. Should highlight conflicts with brand's general guidelines
3.3.2.3.2. Visuals
3.3.2.3.3. Messaging
3.3.2.3.4. Ad formats
3.3.2.3.5. Nice to have
3.3.2.4. [optional] Sync in existing campaign assets
3.3.3. Auto fine-tune brand & creative briefs
3.3.3.1. Periodical questionnaire
3.4. The hyper-contextual creative engine
3.4.1. Create an ad creative from scratch
3.4.2. Enrich existing ads
3.4.3. Manually change/update ads
3.4.4. factor in DCO functionalities
3.5. Others
3.5.1. Campaign management
3.5.1.1. Set up an ad campaign
3.5.1.2. Manage campaign's budget
3.5.2. Audience targeting
3.5.2.1. simple
3.5.2.2. advanced
3.5.3. Bidder
3.5.4. Budgeting
3.5.5. Real-time analytics
3.5.5.1. ROI/ROAS calculations?
4. GTM
4.1. USP
4.1.1. USP for publishers
4.1.1.1. FB has user interests, Google has user intent, Amazon has user purchase history & intent
4.1.1.2. Publishers can use their IP (content) to add value to the ad, something that FB/Google and Amazon don't do in the OpenWeb
4.1.2. USP for agencies
4.1.3. USP for brands
4.1.3.1. users are tired of "personalized" ads that make them feel creepy
4.2. What changes?
4.2.1. No need to develop a creative concept that aligns with client objectives.
4.2.1.1. No more mood boards, sketches, or mock-ups for visualization.
4.2.1.2. No more internal stakeholders presentation and approval
4.2.2. No more ad production
4.2.2.1. No need to coordinate with photographers, directors, actors, and other specialists as needed.
4.3. Objections
4.3.1. Possible pushbacks by **publishers**
4.3.2. Possible pushbacks by **agencies**
4.3.3. Possible pushbacks by **brands**
5. Open questions
5.1. Product
5.1.1. End user behavior
5.1.1.1. If as an advertiser you had only one pageview with one ad impression to win the campaign's goals, and all the time in the world, how would you approach the add creative design?
5.1.1.2. where do users manage their campaigns? DV360? in each DSP separately?
5.1.2. Logic
5.1.2.1. Can we be an intermediate layer instead of DSP?
5.1.2.2. Bidding
5.1.2.2.1. What to do when no clear connection between article content and brief?
5.1.2.2.2. **Thought:** we should block MFA at the pre-bid level
5.1.2.2.3. **Thought:** We should be always meeting frequency caps
5.1.3. MVP
5.1.3.1. what is the MVP?
5.2. Operations
5.2.1. How to upload previous ad creatives?
5.2.2. copyright protection?
5.2.3. Text in language A, and user targeting is in language B - is it a problem?
5.3. GTM
5.3.1. USP
5.3.1.1. do we also improve brand saftey?
5.3.1.2. Is it more suitable for performance or brand advertisers?
5.3.2. Value prop
5.3.2.1. should we consider retail media?
5.3.3. Competitive landscape
5.3.3.1. How does a day-in-a-life of a traffic manager at brand/agency look like?
5.3.3.2. Competition quadrant