[Please see reference to this project in my “A Look Ahead” talk at the IAB Advertising Technology Marketplace conference on Monday, July 15, 2013]

In July 2013, leading up to the IAB Advertising Technology Marketplace conference, I asked the following ad tech execs two questions:

#AdTechSuccess What three words describe the characteristics of the those companies that will survive as successful and flourishing enterprises?

#AdTechFail What three words describe the characteristics of those companies that will perish or otherwise be subsumed?

Download this PDF to see their words each of these folks use to characterize #AdTechSuccess and #AdTechFail.

The hash tag for the IAB Advertising Technology Marketplace is #IABATM.

Please add your own words in the comment section or by using hash tag #AdTechSuccess and #AdTechFail and Twitter.

Ross    Sandler    Analyst, Global Internet & Digital Media Research    Deutsche Bank Securities Inc. @DeutscheBank
John    Battelle    Chair, Founder    Federated Media Publishing @FMP    johnbattelle
Jonathan     Bellack    Director, Product Management    Google @doubleclick    jbellack
Brian    Pitz    Analyst, Internet and Interactive Entertainment    Jeffries & Company, Inc. @JefferiesEvents    BrianPitz
Terence    Kawaja    Founder & CEO    LUMA Partners LLC @LUMA_partners    tkawaja
Penry    Price    President     M6D @m6d_inc    PenryPrice
Michael    Brunick    SVP, Programmatic    MAGNA Global    mrbrunick
Bill    Wise    CEO    MediaOcean @Media_ocean    billwise
Peter    Naylor    EVP Advertising Sales    NBC Universal @NBCUniversaI    prnaylor
Steve    Katelman    EVP Global Strageic Partnerships    Omnicom Media Group    katelman
Brian    Wieser    Senior Rsearch Analyst    Pivotal Research Group    brianwieser
Pete    Stein    President, East    Razorfish @razorfish    pstein211
Jay    Sears    GM, REVV Buyer    Rubicon Project @rubiconproject     jaysears
Dave    Morgan    Founder / CEO    Simulmedia @Simulmedia    davemorgannyc
Jeff    Green    CEO    The Trade Desk @TheTradeDeskInc    jefftgreen
Philip    Smolin    SVP Market Solutions    Turn @TurnPlatform    philipsmolin
Mitchell    Weinstein    SVP Director of Ad Operations    Universal McCann    mitchellw @McCann_WW
Bill    Todd    President    ValueClick Media @ValueClickMedia
Kurt    Unkel    President    VivaKi @VivaKi     KurtUnkel
Brian     Lesser    CEO    Xaxis @Xaxistweets    blesser