Comments on: A New School Of Thinking: 10 Trends For Marketing Campaigns http://www.adexchanger.com/ad-agents/new-school-of-thinking/ Digital media optimization news and discussion website. Fri, 10 Feb 2012 23:33:42 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Greg Hills - A New School of Thinking: 10 Trends for Marketing Campaigns http://www.adexchanger.com/ad-agents/new-school-of-thinking/#comment-6253 Greg Hills - A New School of Thinking: 10 Trends for Marketing Campaigns Fri, 07 May 2010 14:44:01 +0000 http://www.adexchanger.com/?p=20013#comment-6253 [...] to @adexchanger for publishing the original of this post, which I'm now [...] [...] to @adexchanger for publishing the original of this post, which I'm now [...]

]]> By: Greg Hills http://www.adexchanger.com/ad-agents/new-school-of-thinking/#comment-6175 Greg Hills Mon, 03 May 2010 21:41:41 +0000 http://www.adexchanger.com/?p=20013#comment-6175 Agreed. A cookie-targeted buy may in some cases just be a page-targeted buy without the benefit of contextual relevancy....you can argue whether the right audience or the right context is more valuable, but having the right audience AND the right context is certainly best of all. I think a key building block for an exchange-mediated secondary forward market (as opposed to the traditional agency/publisher/IO primary forward market) will be public indices on pricing and volume. I have my eye on Metamarkets, a company in this space. Agreed. A cookie-targeted buy may in some cases just be a page-targeted buy without the benefit of contextual relevancy....you can argue whether the right audience or the right context is more valuable, but having the right audience AND the right context is certainly best of all.

I think a key building block for an exchange-mediated secondary forward market (as opposed to the traditional agency/publisher/IO primary forward market) will be public indices on pricing and volume. I have my eye on Metamarkets, a company in this space.

]]> By: Albert Azout http://www.adexchanger.com/ad-agents/new-school-of-thinking/#comment-6115 Albert Azout Fri, 30 Apr 2010 12:40:15 +0000 http://www.adexchanger.com/?p=20013#comment-6115 Great post Greg. With #1 and #2, valuing audiences and 'unbundling impressions' in real-time will be of critical importance. Keep these posts coming. Great post Greg. With #1 and #2, valuing audiences and 'unbundling impressions' in real-time will be of critical importance. Keep these posts coming.

]]> By: togilvie http://www.adexchanger.com/ad-agents/new-school-of-thinking/#comment-6088 togilvie Thu, 29 Apr 2010 22:27:10 +0000 http://www.adexchanger.com/?p=20013#comment-6088 Love the post Greg. That said, I expect we'll find that with # 1 and 2, the stuff that is currently "old" will become new again. Buying a cookie-targeted audience and a page-targeted audience are tactics that can be used to reach the same goal. Smart buyers will increasingly compare them side-by-side and figure out where the efficiencies lie. Similarly, a liquid spot market where pricing and availability is less predictable will stimulate demand for a forward market. I'm sure this will take longer due to some systemic issues, but it will come. Love the post Greg. That said, I expect we'll find that with # 1 and 2, the stuff that is currently "old" will become new again.

Buying a cookie-targeted audience and a page-targeted audience are tactics that can be used to reach the same goal. Smart buyers will increasingly compare them side-by-side and figure out where the efficiencies lie.

Similarly, a liquid spot market where pricing and availability is less predictable will stimulate demand for a forward market. I'm sure this will take longer due to some systemic issues, but it will come.

]]> By: Zach Coelius http://www.adexchanger.com/ad-agents/new-school-of-thinking/#comment-6082 Zach Coelius Thu, 29 Apr 2010 19:38:48 +0000 http://www.adexchanger.com/?p=20013#comment-6082 Great post Greg. Keep them coming. I love the simple way you captured the changes underway. Great post Greg. Keep them coming. I love the simple way you captured the changes underway.

]]> By: Dan Scudder http://www.adexchanger.com/ad-agents/new-school-of-thinking/#comment-6077 Dan Scudder Thu, 29 Apr 2010 16:01:23 +0000 http://www.adexchanger.com/?p=20013#comment-6077 Greg - great analysis (and nice to see you posting here!) I think there is a real opportunity for DSPs to help the masses of the "old school" move towards a more sophisticated and "new school" display buying model. Greg - great analysis (and nice to see you posting here!) I think there is a real opportunity for DSPs to help the masses of the "old school" move towards a more sophisticated and "new school" display buying model.

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