Home Ad Exchange News Varick Media Management Announces Hire and Client Success

Varick Media Management Announces Hire and Client Success


varick-media-managementJohn Whitmore has been hired as Director of Advertising Investment by one of the few agencies wisely transitioning to the “agency as ad trader” model, Media Kitchen’s Varick Media Management.

In today’s MediaPost, Joe Mandese writes:

“Varick utilizes a sophisticated bid management and yield management system to procure online ad inventory much the way big Wall Street firms trade stocks, commodities and options.”

Within the details of the hiring announcement is a Varick MM client list that includes Windstar Communications, Panasonic, NetJets, Bank of NY Mellon, and CIT Group.

Also, Varick tells MediaPost that they’re seeing 3x improvement on display advertising results compared to the industry standard, and a 45x improvement on contextual campaigns. As of right now, we’ll have to take them at their word. But, a case study or two on these impressive numbers, with happy clients in tow, would be a great next step for agency-as-trader PR.

Ad exchanges should love this news as publishers and advertisers continue to learn new ways to monetize ad inventory – whether trading it for their own book or clients as Varick appears to be doing on the advertiser side; or, on the publisher side, where yield optimization companies like Pubmatic and AdMeld offer sophisticated technology to trade remnant ad inventory and increase yield for publishers.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.