Greg Raifman, President & Director of Rubicon Project
According to Raifman, “it’s an incredible time to be in advertising!”
Little by little, the industry is evolving from small manual processes to something that looks more like the New York Stock Exchange—a marketplace where advertising is bought instead of stocks. “Instead of going to Expedia and buying travel, you’re going to the Rubicon Project and buying advertisement units” says Greg Raifman.
This is scary to some people, but Raifman predicts this process will go on for many years. With not enough time to perfect the system, he advises the industry to “dive in and embrace the process.”
From a professional skills standpoint, Raifman notes that the traditional path (a background in analytics, data, computer science, and engineering) is simply not enough to compete in the rapidly advancing environment. Coding has become a necessity now, much like typing was:
“In my day, you were taught to type… if you’re not coding, it’s like you’re not typing. Now, of course typing has become a given, but coding has become a necessity as well.”
At the same time, Raifman notes that leaders can come from a multitude of disciplines that will make them strong, creative thinkers. (See the ARF interview with Jonah Bloom!)
Big Data is a “friend of the creative,” says Raifman. Quite simply, better storytelling comes from better understanding the audience. Technology and data helps creative be more effective.
The “Rubicon Project” arose from the idiom of “crossing the rubicon” (to take a decisive, irrevocable step) a fitting name for the current point in advertising automation where the industry will not retreat.
Check out more in the video interview, brought to you by The ARF in Cannes Lions 2015.
Rubicon Project is a leading technology company automating the buying and selling of advertising. Relentless in its efforts for innovation, Rubicon Project has engineered one of the largest real-time cloud and Big Data computing systems, processing trillions of transactions within milliseconds each month.