Yahoo! Exec Powers Discusses DSP Changes; Publishers, Agencies And Yahoo!; The GRP Returns

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Yahoo! Responds Publicly

Ad Age’s Jason Del Ray talks to Yahoo! head of North American sales Wayne Powers about DSPs, retargeters and ad networks (oh my!) and precluding them from buying Yahoo! owned and operated remnant display inventory through Right Media Exchange (RMX). Powers doesn’t mince words, “When arbitragers come in and get access to your inventory, no one is happy. Advertisers are paying a lot more than if they bought direct and we’re not happy when people position themselves as representing our company.” Read more about Yahoo! taking “Full Ownership.”

DFP Mobile Ad Serving

On AdMonsters, Google’s DFP Product Manager Marcel Gordon talks mobile ad serving in an interview. Gordon explains the cross-channel strategy, “We don’t think about DFP Mobile as a mobile ad server; rather, DFP is an ad server that understands mobile from the ground up. Mobile campaigns run on the same ad serving platform that DFP provides for desktop.” Read it all. Fueled by complexity from numerous formats and devices, as well as the fact its just plain early in mobile, mobile ad serving is one area that still seems up for grabs as startups continue to provide alternatives.

Publishers, Agencies And Yahoo!

On his personal blog, VivaKi’s Marco Bertozzi takes note of the evolution in the digital landscape and the Yahoo! DSP move. He sees implications for agencies, “It is refreshing to see the strategy Yahoo is playing out in the US. (…) They are going to take a hit in the US with their strategy of blocking the Ad Nets, Criteos and others from buying their inventory. Yes short term that is going to hurt them, longer term its a great move and will pay back undoubtedly. (…) Agencies are evaluating just as fast, less from a revenue perspective, more from a structural perspective.” Bertozzi then looks at key trends for publishers and agencies. Read it.

Ruminating On The GRP

On ClickZ, Media Contacts account director Jessica Richards offers her view on the GRP for video. (There should be a big tug of war about the online GRP – real ropes – do it up right.) She’s for the GRP and says, “In my opinion, the major changes in the future will need to be standardization. More and more pricing models have extended to allow for buying on GRPs or full video views to make digital more accountable. As the digital technology becomes more interchangeable with traditional media, the metrics will need to change to encompass a holistic view of overall results, whether traditional TV or any form of digital video.” Read it.

Technology Is Worth It

On Digiday, MediaMath’s Joe Zawadzki offers more views on Yahoo! and its remnant display strategy. He tells Digiday’s Carla Rover about the impact on advertisers: “What is sometimes lost in these discussions is that ‘optimization is not zero sum.’ That is, a technology that improves results by 100 percent and charges 20 percent is a fantastic bargain.” Read more.

Tracking The Fine

Facebook has settled with the U.S. Federal Trade Commission over privacy policy violations which misled consumers on what was public and not so public. Adweek’s Katy Bachman, “For the next 20 years, the FTC will be looking over the social network’s shoulder via third party audits, making sure consumers have control over their personal information. Any violation would be met with a $16,000 fine per violation per day.” 20 years! Now that’s some good tracking. Read more.

Visibility For Video

Ever had a video ad start when it’s not even visible on the page? That’s not a good ad experience! YuMe says it has launched its version of above-the-fold, tracking-like tech that make sure ads get seen but not “heard only.” YuMe CEO Jayant Kadambi says in the release, “Ad Visibility technology is not only critical for advertisers to run successful video ad campaigns in which their ads are always visible, it is also necessary to provide advertisers and publishers with accurate brand performance metrics.” Read more.

Expanding Agencies

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  1. “When arbitragers come in and get access to your inventory, no one is happy.”

    I think he just called us all scum.

    To be fair, calling arbitrageurs scum is the sport of market losers and economic know-nothings for time immemorial. In this case, though, I’d like to note that the DSPs and other RMX buyers are not actually arbitrageurs at all–they are not profiting from risk-free price discrepancies–they are value added resellers. Outsourced sales, if you will. On the one hand, you’d think that having thousands of overcaffeinated venture-backed techno-geniuses hustling 168 hours a week to sell your inventory would be a good thing. On the other hand, you could be Yahoo.

  2. That was hysterical Jerry. What is about to happen with this inventory is the equivalent of media roulette. If DSPs find their audiences in other places this will get really ugly for Yahoo. In related news, filming began this morning on a new movie about this very story called “The Great Cookie Heist” Tobey McGuire has agreed to play the part of Brian O’Kelley.

  3. I think Jerry just hit the nail on the head- as usual… If DSPs were simply arbitragers why the hell are we spending all these millions on technology? Shit, I wish someone had told me that we only need to buy low and sell higher and we wouldn’t have wasted all these years working to actually add value.