Tom Triscari

This paper is for marketers and other programmatic advertising stakeholders seeking clarity on
how demand-side platforms (DSP) calculate fees in exchange for processing display ads in
auction exchanges.

This methodology paper is ultimately about the absence of programmatic ad quality information in the
advertiser’s decision-making process. A solution to this problem is proposed as a model to approach
programmatic as a game. The game is won or lost based on a marketer’s ability to correctly price the
quality of ad impressions sold in programmatic auctions. The model introduces the notion of intrinsic
price strategy. If the price paid for an ad impression is greater than the… Show more

This methodology paper is ultimately about the absence of programmatic ad quality information in the
advertiser’s decision-making process. A solution to this problem is proposed as a model to approach
programmatic as a game. The game is won or lost based on a marketer’s ability to correctly price the
quality of ad impressions sold in programmatic auctions. The model introduces the notion of intrinsic
price strategy. If the price paid for an ad impression is greater than the intrinsic value of the impression,
and if this outcome occurs too often, then the marketer is involved in a lemon market. When such a
situation is identified, steps can be taken to correct the course and turn the game outcome in the
marketer’s favor, thus creating a competitive advantage. Show less

Strategic Stakeholder Management as the Theme: All chapters use a strategic stakeholder approach as a unifying theme. The text is thus the first text that adopts this approach. Most business ethics scholars and practitioners agree that successful ethical companies are the ones that can strategically balance the needs of their various stakeholders. By adopting this approach, students will be able to see how the various aspects of business ethics are connected.

Cases: The text contains… Show more

Strategic Stakeholder Management as the Theme: All chapters use a strategic stakeholder approach as a unifying theme. The text is thus the first text that adopts this approach. Most business ethics scholars and practitioners agree that successful ethical companies are the ones that can strategically balance the needs of their various stakeholders. By adopting this approach, students will be able to see how the various aspects of business ethics are connected.

Cases: The text contains over 30 real world global cases. Each chapter ends with a short two page case as well as a longer case that varies in length. Each has discussions questions at the end. Finally each of the four parts ends with a Comprehensive Case; proven teaching cases from The Ivey School and other sources. Show less

In September 2006, Bristol-Myers Squibb announced that it had fired CEO Peter Dolan, who had led the company since 2001. Dolan's termination was the result of a failed patent protection agreement with Canadian generic pharmaceutical company, Apotex. The agreement was designed to prevent Apotexfrom releasing a generic version of Plavix, Bristol-Myers Squibb's blockbuster blood thinner medication that had revenues of $5.9 billion and accounted for 30% of Bristol-Myers' total sales. Federal… Show more

In September 2006, Bristol-Myers Squibb announced that it had fired CEO Peter Dolan, who had led the company since 2001. Dolan's termination was the result of a failed patent protection agreement with Canadian generic pharmaceutical company, Apotex. The agreement was designed to prevent Apotexfrom releasing a generic version of Plavix, Bristol-Myers Squibb's blockbuster blood thinner medication that had revenues of $5.9 billion and accounted for 30% of Bristol-Myers' total sales. Federal regulators refused to sign off on the deal and started an investigation into the agreement. Meanwhile, Apotex released its generic Plavix and quickly gained 75% market share of new prescriptions. The failed agreement was the second major problem that occurred during the tenure of Dolan: due to an accounting scandal, Bristol-Myers was forced to restate earnings for 2001, 2000 and 1999, which caused the company to pay fines of over $800 million. During Dolan's time as CEO, Bristol-Myers' stock price declined by 60%. After the failed patent agreement and accounting scandals, Bristol-Myers was faced with an upcoming Plavix patent protection trial. The company must find a way to regain stockholder trust. Show less