Home AdExchanger Talks Podcast: Back To The Roots With Digital Pioneer Mike Kelly

Podcast: Back To The Roots With Digital Pioneer Mike Kelly

SHARE:

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here.

This week’s podcast guest has a way of showing up during pivotal moments in internet history.

He was president of AOL Media Networks from 2004 to 2007 during the first ad platform build-out there. Later he was brought on as CEO of The Weather Channel Companies on the cusp of its transformation from a broadcast- to a mobile-centric business.

I’m talking about Mike Kelly, of course. This week, Kelly shares his experiences and describes where he sees innovation today in his role as an adviser and venture capitalist with Kelly Newman Ventures.

“We were trying to build a transactional advertising business,” Kelly says of his AOL stint.

AOL had immense audience scale at the time – to the tune of 2.5 billion daily ad impressions – but no way to effectively monetize all that attention. AOL Instant Messenger alone had 5 million concurrent users, an enormous number.

“In those days, advertising was a blunt instrument. It was about volume,” he says.

Working with Scott Ferber at Ad.com (in which AOL had a 4% stake at the time), Kelly and AOL’s sales boss, Michael Barrett, agreed that any inventory that couldn’t be sold for more than $1 would be thrown into the Ad.com inventory pool. And thus, digital remnant inventory was born.

Later AOL acquired the rest of Advertising.com, along with Tacoda, Quigo and several other companies – basically engineering the first ad tech roll-up.

Also in this episode: Kelly’s role as a VC and adviser to startups, Weather’s mobile revolution and how history is repeating itself in TV.

Must Read

Comic: Lunch Is Searched

Based On Its Q3 Earnings, Maybe AIphabet Should Just Change Its Name To AI-phabet

Google hit some impressive revenue benchmarks in Q3. But investors seemed to only have eyes for AI.

Reddit’s Ads Biz Exploded In Q3, Albeit From A Small Base

Ad revenue grew 56% YOY even without some of Reddit’s shiny new ad products, including generative AI creative tools and in-comment ads, being fully integrated into its platform.

Freestar Is Taking The ‘Baby Carrot’ Approach To Curation

Freestar adopted a new approach to curation developed by Audigent that gives buyers a priority lane to publisher inventory with higher viewability and attention scores than most open-auction inventory.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Header Bidding Rapper (Wrapper!)

IAB Tech Lab Made Moves To Acquire Prebid In 2021 – And Prebid Said No

The story of how Prebid.org came to be – and almost didn’t – is an important one for the industry.

Discover Wiped Out MFA Spend By Following These Four Basic Steps

By implementing the anti-MFA playbook detailed in the ANA’s November report, brands were able to reduce the portion of their programmatic budgets going to made-for-advertising sites to about 1%.

Welcome to the Cookie Complaint Department

PAAPI Could Be As Effective For Retargeting As Third-Parties Cookies, Study Finds

There’s been plenty of mudslinging in and around the Chrome Privacy Sandbox. But the Protected Audiences API (PAAPI) maybe ain’t so bad, according to researchers at Boston University.