Can’t Get Enough of Gangnam Style? Check Out AdTech Style

From my Forbes.com blog The New Persuaders:

Geeks love to insert themselves into the zeitgeist as much as anyone, and tech-inflected parodies of popular songs have become a staple of Silicon Valley folks who–let’s face it–struggle to live normal lives while working around the clock.

No surprise that they’re particularly popular in the arcane world of advertising technology firms, which have the additional problem that nobody knows what the heck they do. So today, we have a parody video of–what else?–Gangnam Style.

This time, ad tech leader BlueKai did up a pretty good marketing ploy parody based on South Korean singer PSY’s runaway YouTube hit. Most of it still appears to be in Korean, so I can’t vouch for whether the PSY stand-in is mouthing the words that appear in English subtitles. But the signature opening line clearly subs in “Oppan ad tech style,” and from there you have to depend on the subtitles to get the very inside jokes.

Amid shots of people dancing in server farms and bland Silicon Valley offices, plus cameos by ad tech figures such as Luma Partners’ Terry Kawaja, the video pokes fun at the industry’s infamous acronym epidemic. “Activate… with the DMP! … Optimize, verify, and inform those buys! … HEEEEEY, Sexy data!”

Like I said, it’s inside stuff, so half of you might be amused and the other half won’t know what on Earth they’re talking about. But it’s ad tech, so what else is new? And who thinks Gangnam Style‘s popularity was based on humdrum things like words?

Actually, this isn’t even the first Gangnam Style parody from Silicon Valley. A couple of months ago, there was a startup-oriented one starring a bunch of Valley entrepreneurial luminaries. Watch that one, and you don’t need to watch any more of Bravo’s lamentable Start-Ups: Silicon Valley reality show.

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