Chris O'Hara

About Chris O'Hara

Chris O’Hara is Bionic's Co-Founder and was Chief Revenue Officer at the time he wrote these articles. Chris is an ad technology platform enthusiast focused on enabling programmatic direct reserved media buying. Chris has held leadership roles at Salesforce, Krux Digital, Looksmart, TRAFFIQ, Reviewed.com, 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 “The Role of the Agency in Data Management" (Econsultancy, June 2016), Data Driven: Harnessing Data and AI to Reinvent Customer Engagement (McGraw Hill, July 2018), and Customer Data Platforms (Wiley, October 2020). Chris is currently Head of Global Product Marketing and Solutions, Customer Data Solutions at SAP.
23 Apr 2013

On the Road to Programmatic Direct

By |2023-03-04T14:22:21-05:00April 23rd, 2013|Categories: Thoughts|Tags: , |

As the bloated Display LUMAscape shifts, more and more companies focused on real time bidding are turning their venture-funded ships in the direction of programmatic direct and trying to pivot towards an area where nearly 80% of display media budgets are spent. This has been called the “Sutton Pivot,” referring to the [...]

9 Apr 2013

If it’s not Programmatic Premium, then what is it?

By |2023-03-04T14:59:40-05:00April 9th, 2013|Categories: Thoughts|Tags: , , , , , |

I recently returned from an exciting IAB Annual Leadership Meeting in Phoenix, where a packed Arizona Biltmore resort was host to over 800 digital media luminaries. On the tip of many tongues over a two day session was “programmatic premium,” the term our industry is using to describe the buying [...]

4 Apr 2013

When Cost-Plus is a Minus

By |2023-03-04T14:56:39-05:00April 4th, 2013|Categories: Thoughts|Tags: , , , , |

It’s funny how people deride Microsoft for not being successful in advertising technology when 80% of digital media dollars are transacted using their media planning software. Despite the fact that we live in a world where computers can evaluate hundreds of individual bid requests on a single impression and render [...]

2 Feb 2013

A Publisher’s History of Programmatic Premium

By |2023-03-04T14:59:40-05:00February 2nd, 2013|Categories: Thoughts|Tags: , , , |

It’s hard to argue that the banner ad era has been good to publishers. After a brief initial period in which banner inventory matched audience availability, publishers enjoyed double-digit CPMs and advertisers enjoyed unique access to a valuable audience of online “early adopters.” Prognosticators heralded a new golden era of [...]