When we look at the old ways of media buying and selling guaranteed and reserved media, it is clear that the technologies and methods developed for delivering media have far outpaced the development of new processes to buy and sell that media. Worse still, most of the language of media buying and selling was created in the realm of inventory management. Before media could be bought and sold effectively, the very first pioneers of media technologies created technologies such as cookies and ad servers. This first generation of technologies was not developed to support media buying and selling, it was designed to facilitate an understanding of what, and how much, inventory would be available at some time in the future, to track the activity of users for the media owner to provide a good experience, or other non-transactional reasons.
In fact, no guaranteed or reserved media technologies have been developed from the ground up to uniquely meet the needs of transacting guaranteed and reserved media. Building an transactional environment based on the domain specific language of an ad server is like Amazon building their eCommerce platform using the business logic of the UPS supply chain management system. In other words, the way buyers and sellers communicate about what they want to buy and sell is different than the language that a publisher uses to effectively manage their inventory. Sometimes iterating forward is a good idea. But, if we do not spend the time to investigate when to break away from the old ways, we iterate ourselves into oblivion.
To exemplify this in a way that will hit much closer to home, lets look at how our teams develop software. The computers we use every day and that most of our teams so aptly use to drive our business faced this same exact problem in their early days. The language that the machine used to operate internally is very different than the language that is used by the programmer to write the software. That is why we have to compile our code. When we use Java, C, Go, or any of the other myriad languages to develop our technologies, there is a translation needed between the language used to develop and the language used to operate the computers. In that same way, the language that is used to manage inventory and forecast inventory needs to be translated into a language specifically designed for buying and selling media.
MASS Exchange has built a decompiler that translates the language of inventory management (assembly language) into the media buying and selling language (programming language) and once a deal is done, compiles it back to inventory management language. So back to our title and our analogy. If you have to write code in assembly language, you are using an outdated process that sucks. If you automate that process, instead of creating and intermediating technology, you are simply sucking faster.