Ad Traders
Articles By Ad
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OPINION: Data-Driven ThinkingCookie Wars: How Audience Targeting Is Creating Intense Competition For Cookies
“Data Driven Thinking” is a new column written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by James Lancelot, Director of Professional Services at Invite Media, a buy-side optimization platform. In recent years, the traditional agency strategy for DR campaigns has been to […]
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While Exchanges are Hot, It's Actually Not About the Exchange
“The Provocateur” column is intended to incite discussion on a variety of topics around the evolution of digital media. Lots of conversation and buzz around advertising exchanges (and exchange-like players) such as the Google Advertising Exchange, Right Media at Yahoo!, AdECN at Microsoft, Pubmatic, Rubicon Project, FIM Serve, etc., as they are popping up around […]
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OPINION: Data-Driven ThinkingOn the Sell Side of the Trading Desk: How Publishers Can Take Advantage of Real Time Bidding
“Data Driven Thinking” is a new column written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Ted Shergalis is Chief Strategy Officer of [x+1], a buy side optimization platform. The benefits of real time exchanges to buy side participants are clear. Both […]
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OPINION: Data-Driven Thinking10 Reasons Why Advertising Campaigns Reach The Wrong Audience
“Data Driven Thinking” is a new column written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Pascal Bensoussan, VP of Products at Aggregate Knowledge, a buy-side optimization platform. In 2006, Greg Stuart, Interactive Advertising Bureau CEO, estimated that advertisers’ waste, that is, […]
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Redefining Transparency
Joanna L. O’Connell is Manager of Strategic Development, ATOM Systems, Razorfish. The word “transparency” seems to be everyone’s favorite word these days. Clients want it, publishers fear it, and networks – increasingly – boast that they offer it. I’d like to propose that we’re thinking about this word in the wrong way and suggest that […]
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OPINION: Data-Driven ThinkingStepping Our Way To Real Market Data
“Data Driven Thinking” is a column written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Rob Leathern, CEO of CPM Advisors, an online advertising company. In the online ad business we often get caught up in flawed comparisons to the financial services […]
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Evolution Of The Agency Buyer-Planner
“the executioner” opinion expressed below is written by Natalie DiBerto, Lead, Account Services, Ad Exchanges, at Razorfish. New demand-side platforms now make it possible to execute buying strategies and purchase directly across wide swaths of inventory, cutting out the middle-man aggregators. Agencies have to think about how this new technology impacts and changes their media […]
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The Exchanges' Redesign of the Web
“the executioner” opinion expressed below is written by Sam Temes, Associate, Platform Management, Ad Exchanges, at Razorfish. In the last few months, those of us working in the world of ad exchanges have been bombarded by articles and discussions about issues that will directly affect our careers: privacy regulation, data sources, emerging business models and […]
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