Ad Traders
Articles By Ad
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2010: Audience-Centric Buying
“Networking” is a column focused on the evolving roles of networks in online advertising. Today’s column is written by Alan Schanzer, Chief Strategy Officer of Undertone Networks. The media landscape continues to evolve as advertisers move away from impression-based demographic buying to audience-centric strategies. This shift recognizes that audiences more accurately reflect potential customers and […]
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OPINION: Data-Driven ThinkingWho Owns The Data?
“Data-Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Scott Portugal, CRO at TRAFFIQ. Audience targeting has come a long way, baby. In the last 5 years, we’ve evolved from simple intra-site and intra-network retargeting to advanced, […]
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Getting Active With The Social Graph
“Social Exchange” is a column focused on the evolving roles of social media in online advertising. Today’s column is written by Andrew Pancer, Chief Operating Officer of Media6Degrees. The rise of social tools has given the publishing industry an opportunity to leverage connections to increase traffic and time spent with their core audience, while attracting […]
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OPINION: Data-Driven ThinkingNot Every Demand-Side Platform (DSP) Is Created Equal: What Is A True DSP?
“Data Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Nat Turner, CEO, at Invite Media. If you asked a group of people in the display industry to pick the biggest theme for display in 2010, I […]
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The Cycle of Innovation for Digital Advertising
Michael Walrath is the former CEO of Yahoo!’s Right Media. I believe that there is a cycle of innovation at work in digital advertising. Where we are in the cycle at any given time depends on many factors, including the economy, availability of capital, supply and demand imbalances, M&A appetite, etc. Let’s take a look […]
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OPINION: Data-Driven ThinkingAre Data-Driven Opportunities for Ad Agencies Passing Them By?
“Data Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Brad Terrell is VP and General Manager of Digital Media at Netezza, a data warehouse and analytic appliances company. Agency holding firms face significant strategic and operational […]
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Avoiding the Sophomore Slump
“Ad Agents” is a column written by the agency-side of the digital media community. Adam Cahill is SVP, Director of Digital Media at Hill Holliday, a full-service communications agency. Ad exchanges were undoubtedly the digital world’s Rookie of the Year in 2009, but in terms of buzz, the industry has moved on (it’s all “mobile, […]
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Media Exchanges Are Creating A New World For Search Marketers
“Displaying Search” is a column capturing the intersection of display advertising and search marketing. Today’s column is written by Dax Hamman, VP, Display Media, at iCrossing, a digital marketing agency. The average search marketer doesn’t rate display very highly. They operate in a very ROI-orientated world based on hard facts and close to 100% accountability. […]
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Putting Display in Search Terms
“Displaying Search” is a column capturing the intersection of display advertising and search marketing. Today’s column is written by Justin Merickel, VP of New Product Development and Marketing at Efficient Frontier, a search engine marketing solutions company. The other day a group of us at Efficient Frontier gathered in a conference room to discuss display […]
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Eye On The European Data Market
“Ad Agents” is a column written by the agency-side of the digital media community. Martin Kelly is co-Founder and Managing Partner of UK-based agency, Infectious Media Ltd. One of the most exciting changes that the exchange era has promised for the industry is data liquidity. This is a concept that was brought to me in […]