Detailed Summary of "Straight Talk With Mediaocean CEO Bill Wise" - AdExchanger Talks (Episode Released April 15, 2025)

Hosted by Allison Schiff

1. Introduction and Personal Insights

The episode opens with Allison Schiff welcoming Bill Wise, CEO and co-founder of MediaOcean, highlighting his longstanding influence in the ad tech industry.

• Bill Wise shares a personal side, revealing his family dynamics: "I have five kids... my son Connor works in the industry... I love having a child in the industry" (04:00).

This personal touch sets the stage for a candid and insightful conversation, emphasizing Bill's transparency and deep roots in the ad tech community.

2. MediaOcean's Evolution and Early Career

Bill Wise delves into his early career trajectory, transitioning from a CPA at Accenture to an entrepreneurial role at DoubleClick in 1997.

• He humorously recounts an incident where DoubleClick executives tore up his MBA reference: "They rip it in half and throw it in the garbage... you're going to get your MBA here" (05:38).

This story underscores his unconventional path and the hands-on learning environment at DoubleClick, which shaped his entrepreneurial spirit.

3. Transformation into MediaOcean

Moving forward, Bill outlines the formation of MediaOcean in 2010 through the merger of Media Bank and Donovan Data Systems.

• MediaOcean's Mission: "Consolidate your advertising infrastructure and ad tech for full control of global media and creative" (10:09).

Bill breaks down this jargon, explaining MediaOcean as an ERP-like system for advertising, handling back-office functions like reconciliation, billing, and vendor management. He emphasizes the platform's stability: "Nobody cares about unless it's broke. And we never break" (11:22).

4. Acquisition of Innovid and Strategic Growth

A significant portion of the discussion centers on MediaOcean's acquisition of Innovid for $500 million, completed in February.

• Bill Wise: "We're the only company that is the ad tech company for linear television... it's a winning combo" (32:05).

This acquisition, combined with previous ones like FlashTalking, positions MediaOcean as a formidable competitor to giants like Google by enhancing supply chain efficiency and maintaining independence in the ad tech ecosystem.

5. The SSP Category: Past Predictions vs. Present Reality

Reflecting on a 2017 statement where Bill predicted the demise of Supply-Side Platforms (SSPs), he acknowledges the resilience and evolution of the category.

• Bill Wise: "SSPs have survived and I have been proved wrong" (16:20).

He discusses the shifting dynamics with Trade Desk's strategies and the emergence of open architectures, concluding that SSPs will continue to play a vital role in specific segments like remnant display and CTV.

6. MediaOcean's CTV Strategy

Bill elaborates on MediaOcean's comprehensive approach to Connected TV (CTV), emphasizing omnichannel integration, personalization, and measurement.

• Bill Wise: "The CTV market is going to a trillion dollars... We're putting that all together" (31:26).

He highlights the synergy between MediaOcean and Innovid, positioning the combined entity as a holistic solution for advertisers seeking to maximize ROI across various channels.

7. Insights on The Trade Desk and Industry Dynamics

Bill shares his perspectives on The Trade Desk (TTD), particularly following their recent earnings slip.

• Bill Wise: "Trade Desk has done a good job... They should all aspire to be them" (39:05).

He praises TTD's achievements while acknowledging the challenges of competing against monopolistic giants like Google, advocating for unity among independent ad tech companies to fend off big tech dominance.

8. Investment Philosophy and #wise Words

Discussing his investment firm, Click Ventures, Bill outlines his criteria for investing in startups.

• Bill Wise: "I look for passion... investing more in people than the idea" (43:29).

He emphasizes the importance of founders' dedication and the potential impact of AI on the ad tech landscape, advocating for adaptability and continuous learning.

9. Hypothetical Strategic Change: The DoubleClick Acquisition

In a thought-provoking segment, Bill is asked which historical moment he'd change to benefit online advertising.

• Bill Wise: "I would allow Yahoo or Microsoft to acquire DoubleClick instead of Google... it would have been more interesting" (47:30).

He speculates that alternative acquisitions might have fostered a more competitive and diversified ad tech environment, potentially altering the current market dynamics.

10. Conclusion and Forward-Looking Statements

Bill concludes by expressing optimism about MediaOcean's trajectory and the broader ad tech industry.

• Bill Wise: "We think the world needs a holistic CTV solution... no one else can do it other than us" (37:20).

He looks forward to future developments and reiterates MediaOcean's commitment to innovation and independence in the ever-evolving advertising landscape.

Notable Quotes with Timestamps

• Bill Wise: "I have five kids... my son Connor works in the industry..." (04:00)
• Bill Wise: "They rip it in half and throw it in the garbage... you're going to get your MBA here" (05:38)
• Bill Wise: "Nobody cares about unless it's broke. And we never break" (11:22)
• Bill Wise: "SSPs have survived and I have been proved wrong" (16:20)
• Bill Wise: "The CTV market is going to a trillion dollars... We're putting that all together" (31:26)
• Bill Wise: "Trade Desk has done a good job... They should all aspire to be them" (39:05)
• Bill Wise: "I look for passion... investing more in people than the idea" (43:29)
• Bill Wise: "I would allow Yahoo or Microsoft to acquire DoubleClick instead of Google... it would have been more interesting" (47:30)
• Bill Wise: "We think the world needs a holistic CTV solution... no one else can do it other than us" (37:20)

Conclusion

This episode of AdExchanger Talks offers a comprehensive look into Bill Wise's journey, MediaOcean's strategic maneuvers, and insightful commentary on the ad tech industry's current state and future directions. From personal anecdotes to high-level industry analysis, listeners gain valuable perspectives on maintaining independence in a market dominated by tech giants and the evolving landscape of connected TV advertising.