We connected with Jonathon to hear his thoughts on a few programmatic questions:
PA.O: What is the biggest opportunity facing programmatic advertising?
Jonathon Shaevitz: Advertisers are paying more, and publishers are making less than they should in the current programmatic ecosystem – a result of programmatic middlemen taking ad tech taxes along the way. I believe the biggest opportunity facing the industry is the chance to reduce such tolls in the supply chain, in turn driving more confidence and more quality inventory through these channels. For this to occur, buyers and sellers must reach across the aisle and work together to identify and eliminate these unnecessary ‘ad tech taxes.’ The result is a more balanced ecosystem where buyers get better results, and publishers earn more.
PA.O: If you had unlimited startup capital to invest in a programmatic advertising related process, what would it be and why?
Jonathon Shaevitz: Invest in sell-side technology. For years, everyone has focused on building technology for the buy side. The biggest growth opportunity is developing technology to help media sellers identify new opportunities to make money and eliminate waste. The result of better tools on the sell side is more productive commerce and, in turn, more quality media sold in into programmatic channels.
Jonathon Shaevitz is a media technology veteran, having led multiple ad-tech companies, served on numerous boards and provided consultancy for dozens of organizations. He is currently the President and COO of Adomik, a provider of programmatic advertising analytics and yield management platform for media sellers.
Prior to Adomik, Jonathon was the CEO of Upfront Digital Media (formerly Legolas Media), a leader in programmatic marketing solutions for companies including General Mills, JP Morgan/Chase, Audi and Capital One. During his time at Upfront Digital Media, Jonathon helped build the first private exchange for General Mills, and helped brands leverage programmatic offerings through ad-tech tools that addressed the growing issues of accurate targeting, viewability and fraud. Jonathon was also the founding CEO of Maxifier, which provides programmatic optimization technologies to publishers and leading media companies.
Before ad-tech, Jonathon built a successful consulting practice, Capital Strategies, that specialized in helping unregulated electric and gas utilities evaluate, select, obtain and deploy CRM technology costing between $50 million to $100 million to major companies including AEP, ConEd Solutions, PEPCO and National Grid.
Jonathon holds a M.B.A. from The Wharton School and a B.S. in psychology from the University of Michigan.