Comments on: On the Sell Side of the Trading Desk: How Publishers Can Take Advantage of Real Time Bidding http://www.adexchanger.com/data-driven-thinking/on-the-sell-side-of-the-trading-desk-how-publishers-can-take-advantage-of-real-time-bidding/ 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: Publisher Trader: Managing The Ad Exchange Channel | FarneyMedia.com http://www.adexchanger.com/data-driven-thinking/on-the-sell-side-of-the-trading-desk-how-publishers-can-take-advantage-of-real-time-bidding/#comment-2168 Publisher Trader: Managing The Ad Exchange Channel | FarneyMedia.com Thu, 01 Oct 2009 10:37:06 +0000 http://www.adexchanger.com/?p=8434#comment-2168 [...] attitude among media commentators and some forward-thinking publishers. Blog posts by the likes of X+1’s Ted Shegalis and CPM Advisors CEO Rob Leathern on how best a publisher can trade and increase ad exchange [...] [...] attitude among media commentators and some forward-thinking publishers. Blog posts by the likes of X+1’s Ted Shegalis and CPM Advisors CEO Rob Leathern on how best a publisher can trade and increase ad exchange [...]

]]> By: Ted Shergalis http://www.adexchanger.com/data-driven-thinking/on-the-sell-side-of-the-trading-desk-how-publishers-can-take-advantage-of-real-time-bidding/#comment-2140 Ted Shergalis Wed, 30 Sep 2009 17:44:23 +0000 http://www.adexchanger.com/?p=8434#comment-2140 Hi Tim- Thanks for the note. Yes, #1 and #2 are very similar and I broke them out because from an execution/operations perspective they're different. #2 would allow for an impression by impression yield management approach and likely be best served by a trading desk mentality. The only other difference I see is that #2 might allow a publisher to bring other data to bare on the targeting where as #1 might only allow for publisher defined targeting criteria. Best, Ted Hi Tim-

Thanks for the note. Yes, #1 and #2 are very similar and I broke them out because from an execution/operations perspective they're different. #2 would allow for an impression by impression yield management approach and likely be best served by a trading desk mentality. The only other difference I see is that #2 might allow a publisher to bring other data to bare on the targeting where as #1 might only allow for publisher defined targeting criteria.

Best, Ted

]]> By: togilvie http://www.adexchanger.com/data-driven-thinking/on-the-sell-side-of-the-trading-desk-how-publishers-can-take-advantage-of-real-time-bidding/#comment-2091 togilvie Tue, 29 Sep 2009 16:27:33 +0000 http://www.adexchanger.com/?p=8434#comment-2091 Ted - Interesting thinking and I agree that publishers that manage their yield aggressively will be the big winners. This is basically what Google has mastered when they display ads at the top, in the right rail, or not at all on searches with decreasing commercial intent. That said, aren't strategies #1 and #2 the same thing? Are there ways to use #2 to get something more? Ted -
Interesting thinking and I agree that publishers that manage their yield aggressively will be the big winners. This is basically what Google has mastered when they display ads at the top, in the right rail, or not at all on searches with decreasing commercial intent.

That said, aren't strategies #1 and #2 the same thing? Are there ways to use #2 to get something more?

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