Chris O'Hara

About Chris O'Hara

Chris O’Hara is Bionic's Co-Founder and Chief Revenue Officer. He's an ad technology platform enthusiast focused on enabling programmatic direct reserved buying for digital media. Chris was most recently Chief Revenue Officer for Looksmart, a search advertising technology company. Previously, he’s held senior roles at TRAFFIQ,, MediaBistro, and Nielsen. Chris is a member of American Business Media’s speaker’s bureau, the IAB’s Networks and Exchanges and Sales Executive Committees, and a contributor to industry publications including Business Insider, eMarketing & Commerce, Econsultancy, AdMonsters, MediaPost, The Agency Post, Adotas, ClickZ, iMediaConnection, DigiDay, and AdWeek. In addition, Chris has published extensive research on the ad technology space, focusing on platforms and technology solutions that drive digital advertising. His recent publications include “Best Practices in Digital Display Media” (Econsultancy, March 2012) and “Best Practices in Data Management” (Econsultancy, December 2012).
31 Oct 2013

Programmatic Direct Isn’t Just About Efficiency

By |2017-12-26T15:35:03-05:00October 31st, 2013|

When you are selling anything, it’s really easy to get caught up in pitching the benefits of your product, and ad technology is no different. Some of today’s new programmatic direct marketing solutions promise to change the very nature of how media buyers and sellers spend their time. Demand side [...]

24 Sep 2013

The Great Time Suck

By |2017-12-26T15:35:04-05:00September 24th, 2013|

Why Publishers Hate the Transactional RFP Business I have been thinking about, and trying to solve, agency digital workflow problems since 2008. Given the complexity of digital media, the variety of creative sizes, millions of ad-supported sites, and dozens of ad servers, analytics platforms, order management and billing tools, it [...]

19 Sep 2013

The Hourglass Funnel Changes Everything

By |2017-12-26T15:35:04-05:00September 19th, 2013|

Lately, I’ve been thinking a lot about the hourglass funnel. Most funnels stop at the thin bottom, when a customer “drops” out, having made the journey through awareness, interest, desire and action. After the “action,” or purchase, the customer gets put into a CRM to be included in more traditional [...]

21 Aug 2013

The Fat Middle

By |2017-12-26T15:35:04-05:00August 21st, 2013|

I recently sat through some great presentations on “programmatic direct” media buying at the recent Tech for Direct event in New York. With almost 70% of digital display dollars flowing through the negotiated (RFP) market, everyone wants to be in the game. One of the presenters, John Ramey of iSocket talked about what [...]

7 Aug 2013

A Contrarian View of Programmatic RTB

By |2013-10-09T15:53:25-04:00August 7th, 2013|

I’ve always loved the notion of programmatic RTB. As a data hound and an early adopter of Appnexus , the notion that advertisers can achieve highly granular levels of targeting and utilize algorithms to impact performance is right in my wheelhouse. Today’s ad tech, replete with 300 companies that enable [...]

24 Jul 2013

Complexity is the Digital Ad Agency’s Best Friend

By |2017-12-26T15:35:04-05:00July 24th, 2013|

I once heard Terence Kawaja remark that “complexity is the agency’s best friend.” It’s hard to argue with that. Early digital agencies were necessary because doing things like running e-mail campaigns, building websites, and buying banner ads were really complicated. You needed nerdy guys who knew how to write HTML [...]

3 Jul 2013

Stealing Some of Microsoft’s Ad Tech Market Share

By |2017-12-26T15:35:04-05:00July 3rd, 2013|

When you think of advertising technology in the display space, the first names you’re likely to think of are Google, PubMatic, Adobe, and AppNexus. But Microsoft? Not really top of mind, unless you are thinking of its disastrous aQuantive acquisition in 2007. Sure, every now and then MSFT will pick up the [...]

14 May 2013

Are Publisher Trading Desks Next?

By |2017-12-26T15:35:06-05:00May 14th, 2013|

A long time ago, I was selling highly premium banner ad inventory to major advertisers. Part of a larger media organization, our site had great consumer electronics content tailored to successful professional and amateur product enthusiasts. The thing we loved most was sponsorships and advertorials. We practically had a micro-agency [...]

7 May 2013

2013 Will be the Year of Programmatic Direct

By |2017-12-26T15:35:06-05:00May 7th, 2013|

Fairfax Cone, the founder of Foote, Cone, and Belding once famously remarked that the problem with the agency business was that “the inventory goes down the elevator at night.” He was talking about the people themselves. For digital media agencies, who rely on 23 year-old media planners to work long [...]

30 Apr 2013

Programmatic Direct is not about Bidding

By |2017-12-26T15:35:06-05:00April 30th, 2013|

“A market is never saturated with a good product, but it is quickly saturated with a bad one” - Henry Ford When it comes to digital publishing sales, it seems like many publishers are questioning whether the product they have—the standard banner ad—is what they should be selling. Last month, I [...]

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