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Bill Wise

Member since January 2005

Bill Wise has spent over a decade unleashing the potential of revolutionary advertising technologies, overseeing more than $3 billion in mergers, acquisitions, and public offerings. He comes to Mediaocean from his role as CEO of media systems provider MediaBank, one of Mediaocean’s two founding companies along with Donovan Data Systems (DDS). Prior to MediaBank, Bill served as SVP/GM of ad platforms & global exchange at Yahoo—a role he achieved after serving as president of Right Media, which he helped guide to Yahoo acquisition in 2007. His other executive leadership positions have driven success at companies including DoubleClick, MaxOnline, and Ask, which became part of IAC Advertising Solutions. Bill is on the board of directors of AddThis and the Ad Council. Business Insider ranked him as a top digital professional three times, and in 2013 he was named Ernst & Young New York Entrepreneur Of The Year in technology. Bill is a sought-after speaker and frequently writes articles for AdWeek, Ad Age, the Wall Street Journal and other publications. He holds a BS in Accounting & Business from the University at Albany and is a CPA.

Articles by Bill All articles by Bill

  • Why Booming Ad Tech M&A Is Bad News For IPOs in Real-Time Daily on 04/29/2016

    The ad tech market is seeing an uptick in big-name M&A transactions. More than ever before, telecommunications and ad tech companies are joining forces to stay ahead of the market, and here's why.

  • Don't Think Big -- Arrange Small in Metrics Insider on 02/29/2012

    Digital readers may not be familiar with it, but one of the most important metrics stories of 2012 thus far took place last week, when Canoe Ventures -- the joint project of cable providers Comcast, Cox Communications, Charter Communications, Cablevision Systems, Bright House Networks and Time Warner Cable -- announced an enormous pivot. The project had been created to provide addressable TV advertising across 100 million U.S. cable households. As of last week, Canoe has abandoned that founding mission, setting its sights on interactive advertising within video-on-demand and TV Everywhere instead.

  • The Future Of Media Metrics Is Interoperability in Metrics Insider on 01/31/2012

    If there was one clear story that came from TV this January, it was the story of interactive TV. That, for starters, was a clear major takeaway from CES. TV platform after new TV platform introduced opportunities -- from apps to newly interactive consoles -- for advertisers to share content and advertising directly via the TV set itself. Suddenly, the very divided worlds of TV viewer and TV advertiser have just become intimately connected. As media professionals have correctly observed, that new connection also makes TV newly measurable. It's a huge step forward for metrics. But even with all that said, there's still a huge problem for metrics lurking in the background. It all goes back to what kind of transformation we're actually seeing in the TV world today.

  • Why The Operational Half Of Metrics Is In Trouble (And How To Fix It) in Metrics Insider on 12/06/2011

    A lot of the metrics conversation revolve around computational issues -- questions of what data we have and how we can use it best, or how we can create proxies for data that we're missing. Obviously, the computational discussions are critical. But often, the computational discussions ignore the fundamental problems we face in actually making the metrics feasible: the problems in technology and operations that stand between a smart media community and a truly efficient one. So in the interest of having that complete conversation, I wanted to spend this piece exploring the major operational challenges that media metrics face.

  • Why The Cross-Channel Measurement Problem Is A Software Problem in Metrics Insider on 11/11/2011

    Pandora founder Tim Westergren recently made a pointed observation about digital radio. Pandora might own 4% of U.S. radio listenership, Westergren observes, but it doesn't yet command 4% of the $17 billion U.S. radio budget. Westergren argues that measurement is to blame: since Nielsen and Arbitron, the leading radio measurement services, look at terrestrial radio alone, digital media planners don't have the apples-to-apples comparisons they need to consider Pandora as part of radio budgets.

  • Will Hulu Ever Beat Youtube? It Comes Down To Metrics in Metrics Insider on 10/20/2011

    With Google's Q3 just behind us and a Hulu IPO on the horizon, it seems worthwhile to ask which one of these two companies will own the future of prime video inventory. That's still an open question; and of course, any number of third players could come and take the reins. But what's important to understand is that Hulu and YouTube represent not just an epic battle of networks, but a fundamental conundrum in digital media buying. And that conundrum is about metrics.

  • The Data Management Conundrum in Metrics Insider on 10/06/2011

    There's a lot of information out there. And the industry has done a remarkable job of providing "point solutions" that solve very specific data problems -- whether you're talking about DSPs for display, regionally specific media management technologies, or businesses that help advertisers dynamically generate audience-targeted creatives.

    That's the good news. The bad news is that it's very difficult to roll the data points together into a holistic view. That's why we're still stuck in a conundrum of last-click attribution that views display advertising in a vacuum. That's why global CMOs are almost universally frustrated over the difficulties of rolling worldwide regional data into a single, global view.

  • Metrics Imitate Life -- Which Is Good For Art  in Metrics Insider on 09/01/2011

    If I had to grossly oversimplify the experience/metrics arguments in advertising, I'd sum it up this way: if you're concerned with experience, for you the most important thing is sharing a great story in an engaging way. If you're concerned with data, you're only interested in sharing stories that you can tie to sales. It's a familiar tale. But two news stories from last week underscore how metrics are changing -- and why the new metrics are building great experiences, not undermining them.

  • If The Economy Goes Back South, What Happens To Metrics? in Metrics Insider on 08/23/2011

    No one knows for certain if we're headed for a double-dip recession. But if we are in for more rough times, what might that mean for media metrics? A few thoughts follow.

  • Are Your Analytics Neuromarketing-Ready? in Metrics Insider on 08/17/2011

    You probably haven't thought through an analytics methodology for neuromarketing, biometric marketing, or any of the other new fields that scientifically measure emotional responses to ads. But you should.

Comments by Bill All comments by Bill

  • Seeing Is Believing - Hands-On With New Centro Planner Software by Tyler Loechner (RTBlog on 07/05/2013)

    Tyler-- come by and take a look at Mediaocean Prisma... The 800 lb gorilla is no longer hibernating...

  • Yes, It's The @!#'^% Technology by David Koretz (Publishing Insider on 10/20/2011)

    The IAB, under R2's leadership, has driven the digital ad industry forward and is one of the best trade orgs around. I feel the need to defend him, even though I too disagree with some of the specifics he talked about last week. I believe Randy was making a point that advertising is not technology alone, and our industry cannot lose its passion for creativity and art, which really drive emotion and brand. I dont think he would disagree that art + science is the strongest combination.

  • New Metrics For New Media, In A Hurry by Bill Wise (Metrics Insider on 07/26/2011)

    Kevin- I really didn't want to use the "mobile will outpace TV spend" quote, but it's so radical I couldn't help myself. It's not the point of the article but adds an audacious spin to it... I also remember when Henry Blodget, then a wall street analyst, said amazon's stock would hit $400/ share when it was trading at 1/10th that. Amazingly, it did soar through 400. Blodget was later banned from wall street, but thats a whole other story...

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