If you thought the advertising business was all smoking, drinking and skinny ties, as it’s portrayed in the AMC series “Mad Men,” think again.

The people making the industry tick in the digital age are more likely to be hunkered down behind a computer monitor, perfecting code that serves up an ad to just the right set of eyeballs at the lowest possible price in a fraction of a second.

But the industry is changing fast, with business models forged in the past decade being challenged by new upstarts. Three firms will be on hand to talk about the online ad industry’s next phase at the Central Coast MIT Enterprise Forum on Sept. 15, at an event in Santa Barbara called “The Mad Men of the Central Coast: The Next Wave of Advertising Innovation.”

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