Paul Rostkowski is President at Varick Media Management, an agency trading desk and part of agency holding company MDC Partners. As part of AdExchanger's "State of" series, we spoke to Rostkowski last week about the state of Varick Media and industry trends.
Click below or scroll for more:
- Differentiating Varick's Trading Desk
- On Today's Data Markets
- Media Buying In Exchanges
- Building Out In A Holding Company
- The Road Ahead
PAUL ROSTKOWSKI: I consider us to be an agency trading desk (ATD), but different than the bigger holding company ATDs. We have both an internal and external focus when it comes to our client base. Most of the bigger holding companies are focusing primarily internally with their solutions.
In fact, we consider ourselves to be more of a vendor, and not an ad agency at all. We've built a data management platform (see the release), we'll be building other technologies – we provide innovation as vendors do and hire a whole bunch of smart, costly people to find, source and optimize media across various channels; mobile, video, display, and even search for our clients.
Who is your target client and how does it relate to your competitive set?
Most of the brands that work with the big holding companies today, the AT&Ts of the world, we don't even put them on our radar. We know they're very close with the [holding company] trading desk solutions. I made a media plan for an agency of the holding companies recently -- a big digital agency here in New York. When the news reached the holding company's trading desk that we were on that plan, they had us taken off of it. But, we were bought as a vendor on that plan as any other digital solution or publisher/ad network would have been.
At [parent holding company] MDC Partners, there are no mandates in place. MDC does not require the agencies within MDC's network to use us. They asked to talk to us and understand what we do, but there's nothing in place around a mandate. We have to earn everything that we do and keep it when we do win business by providing great outcomes to our clients.