I’m reading a history of venture capital right now called Done Deals. The book is very much a product of its times (dot-com era) but something jumped out at me on the T this morning. Robert Kagle, one of the founders of Benchmark Capital (an early investor in eBay) wrote,
“An interesting thing that has been happening in recent months is that a lot of very significant brick and mortar companies are coming to us and saying, ‘We really want a partner to help us ‘dot-com’ our business, and to build an e-commerce capability. We are not sure how to do it, and we’d like to partner with you.’”
I am a reluctant ad-technologist. The jargon is dense. The technology is complex. The routes to market are byzantine. But here’s how I know I’m in the right place at the right time. I could take that exact quote, substitute the word “programmatic” for “e-commerce” and I would capture conversations we are having every day in market.
The headlines confirm it. Mondelez. Heineken. Procter and Gamble. AMEX. IPG. Everyone’s going programmatic. (click to tweet)
It’s good to be on the right side of history.