pivot point of

art&science

“Judge a man by his questions rather than his answers.”

Voltaire

“We adore chaos because we love to produce order.”

MC Escher

how can programmatic advertising change the art and science of our communications?

“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”

John Wanamaker

how can we make it more effective?

how can we make it more dynamic?

how do we move from a world with finite targets to a world with infinite targets?

Teen 1

Mom Teen 2

American Teen

Mom Teen

French Dad

4

American Teen Gamer

Soccer Coach

Diet Coke

Drinker Mom Teen

French Dad Foodie

8

16

16,000

32,000

how will we evolve to tell stories sequentially based on exposure?

how can we create enough of the right content to fill the buckets we need?

EVERYONE’S GAME

EVERYONE’S GAME

EVERYONE’S DRINK

EVERYONE’S COUNTRY

EVERYONE’S GAME

EVERYONE’S DRINK

58

10 March 2015 Classified - Highly Restricted 5

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pivot point of

art&science