Ad Traders
Articles By Ad
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Display!!!: Aol Display Declarations; Former Dapper CEO Takes Yahoo! Display Role; Looking At UK Display
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. AOL’s Display Declaration Even as rivals Yahoo and Google claimed easy display revenue increases in 2010, AOL continued to struggle. The company was in the midst of a major overhaul of its ad systems and approach CEO Tim Armstrong cautioned many times. Over the […]
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JP Morgan Analyst Khan Talks Ads, E-Commerce; Lawsuit Trolling?; Looking At Search Retargeting
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here Ads Vs. E-Commerce Although the year-old advertising recovery is set to maintain its positive trajectory through this year, most publishers remain gun-shy after the severe downturn. That caused them to look more to e-commerce to supplement lost ad revenues. J.P. Morgan senior analyst Imran […]
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AdKeeper Gets $35 Million; Fearing The DMP; The Attribution Challenge
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. AdKeeper Gets $35 Million Oak Investment Partners has led a new round of funding in advertising collector tech firm AdKeeper. PaidContent’s David Kaplan talks to AdKeeper CEO Scott Kurnit and says, “In terms of marketing it to consumers, AdKeeper does have one small advantage […]
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RTB Is Boring
“Ad Agents” is a column written by the agency-side – and those servicing it – of the digital media community. Martin Kelly is co-Founder and Managing Partner of UK-based, demand-side trading, specialist firm, Infectious Media Ltd. There’s a huge change going on at the moment. It’s an exciting time, but I was really struck by […]
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OPINION: Data-Driven ThinkingWhy 2011 is the Year of the Ad Network; Or, Why Nobody is an Ad Exchange
“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 XA.net, an online advertising company. What’s an ad network anyway? Some would say: an entity that manages yield for both publishers and advertisers, […]
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How the "Do Not Track" Plan Hurts Consumers, Businesses, and the Potential for Economic Growth
“The Debate” is a column focused on the current debate around ad targeting and consumer privacy. Today’s article is written by Russell Glass, CEO, Bizo. This article is about the importance of transparency. In that vein, let me start out by saying that I am the CEO of a company that specializes in business audience […]
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OPINION: The Sell SiderSay "Cheese" Agency Trading Desks, DSPs And Exchanges
“The Sell-Sider” is a column written by the sell-side of the digital media community. Ali C. Mirian is VP, Product and Technology, at IAC Advertising. It was the greatest cheddar cheese I have ever tasted. Sweet, yet subtly sharp, and utterly mouth-watering. Jasper Hill Farm in Greensboro, Vermont has one goal – to produce, age […]
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One Question: How Does Programmatic Buying Become Attractive To The Brand Marketer?
Often, a question doesn’t have an easy answer in the digital advertising business. This is a new column devoted to an answer to a single question – and providing a bit of space for it. Today’s participant is TRAFFIQ Chief Product Officer Eric Picard who recently answered the following question during a conversation with AdExchanger.com… […]
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OPINION: Data-Driven ThinkingDisplay Will Overtake Search
“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 Amiad Solomon, Founder & President at Peer39. Over the past ten years, the search advertising industry has grown tremendously. In no small part due to companies like Google […]
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How Digital Video Publishers Should Adapt Their Strategy as Consumers Embrace Online Video
“The Video Audience” is a column written by members of the media community and focused on the evolving world of online video advertising. Today’s column is written by Mike Gaffney, CRO, at Auditude. Television advertising dollars are starting to follow consumers and move online in a meaningful way. We will examine three strategies that digital […]
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OPINION: Data-Driven ThinkingFrom The Data Gardener - Today’s Tip: Check Your Soil
“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 Marc Kiven, Founder and CRO BrightTag. Fall is upon us. It’s that time of year when experienced gardeners are preparing their plants for winter. It’s what you do […]
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OPINION: Data-Driven ThinkingAttention Economics Pricing In Advertising: Cost Per Second
“Data Driven Thinking” is written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Matt Shanahan, SVP of Strategy for Scout Analytics. Engagement is the unit of monetization in the ad world, yet engagement is not what is bought and sold in online […]
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OPINION: The Sell SiderThe Audience Data Value Chain
“The Sell-Sider” is a column written by the sell-side of the digital media community. Tom Chavez is Founder and CEO of Krux Digital, an advertising technology company. According to recent analysis (PDF) presented by Tolman Geffs of JEGI, in 2011, roughly 30% of the ~$10 billion in display advertising spend will be via audience-based buying, representing […]
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OPINION: The Sell SiderBeating the Second Price Auction
“The Sell-Sider” is a column written by the sell-side of the digital media community. Tyler Fitch is Director of Yield Management at Mindjolt, an online games company. First, a disclaimer from me: In order to effectively optimize inventory, a publisher must have 100% transparency of their own inventory by page, country, and frequency. Too many […]
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OPINION: Data-Driven ThinkingAudience? Please... Why Context is the Future of Web Monetization
“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 Jonathan Mendez, founder of Yieldbot. Context comes from the Latin word contexere. The literal meaning is “joining together by weaving”. The Greeks had a word not just for […]
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Our Diminishing Private World
“the creative” is a column focused on the creative side of digital marketing. Today’s column is written by Barry Lowenthal, President of kirshenbaum bond senecal + partners‘ The Media Kitchen. I was inspired by a SlideShare presentation written by Paul Adams (@padday) who works on the UX team at Google. The presentation discusses the convergence […]
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Creatives Must Not Fear Quantitative Analysis Says ECD Moran
“the creative” is a column focused on the creative side of digital marketing. Today’s Q&A is with Tom Moran, Executive Creative Director of Seattle-based digital shop POP. AdExchanger.com: Is there a divide between media and creative today? Absolutely not. In the big picture, media is just one of many touch points in the overall creative […]
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OPINION: Data-Driven ThinkingWhat Marketers Need To Know About Conversion Attribution
“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 Alan Pearlstein, CEO at Cross Pixel Media. I believe that retargeting has flaws and any active participant should be aware of them before engaging in the tactic. The […]
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Too Many Friends, Not Enough Meaningful Connections
“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. Why wasn’t I happier last week when The New York Times (NYT) rolled out Facebook Connect, allowing readers to “connect” through their Facebook accounts? After all, I’m […]
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OPINION: Data-Driven Thinking
A New Metric For Audience Buying And Selling: The ARPU
“Data Driven Thinking” is written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Matt Shanahan, SVP of Strategy for Scout Analytics. Several weeks back, I wrote an opinion piece that explored “attention economics” or the importance of impression quality in online advertising. […]
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OPINION: Data-Driven ThinkingHow We Bring Brand Dollars Online
“Data Driven Thinking” is written by members of the media community and containing fresh ideas on the digital revolution in media. Today’s column is written by Zach Coelius, CEO of Triggit, an online advertising technology company. As we all know, the balance between the amount of time people spend on the internet and the online […]
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OPINION: The Sell SiderIt's Not About Data Leakage
“The Sell-Sider” is a column written by the sell-side of the digital media community. Rajeev Goel is CEO of PubMatic, a publisher yield optimization company. “Data leakage” sounds nasty. The term has been used to describe what happens when 3rd parties drop pixels on publishers’ websites and gain valuable knowledge about the publisher’s audience – […]
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Is There A Divide Between Media And Creative?
“the creative” is a column focused on the creative side of digital marketing. Today’s column is written by Barry Lowenthal, President of kirshenbaum bond senecal + partners‘ The Media Kitchen. The original thesis presented to me by AdExchanger.com was that technological innovation is occurring on the media buying side but there is less innovation on […]
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Investment Banker Terence Kawaja Starts LUMA Partners
Terence Kawaja recently announced that he will be leaving investment banking firm GCA Savvian to start his own firm, LUMA Partners. Kawaja discussed the new firm and his strategy with AdExchanger.com. AdExchanger.com: You have suggested investment banking needs disruption? Why? TK: Fundamentally, I think some aspects of the banking model are broken. Most bankers effectively […]
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OPINION: Data-Driven ThinkingMedia Is From Mars And Creative Is From Venus
“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 Karl Siebrecht at AdReady. “Media Is From Mars And Creative Is From Venus” Cheesy title for a column? Perhaps. Critically important topic that has been vastly underrepresented amidst […]
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Counterpoint: Data and Media Work Well Together - Separately
“Networking” is written by members of the online advertising network community. Today’s column is written by Mark Zagorski is CRO, eXelate I applaud John Garber for taking this subject on in his very well written and interesting piece (read it) yesterday. Although I think many of the concepts are right on, including the nascent nature […]
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Publishers: The Best Way To Monetize Data Is By Selling Inventory And Becoming Part Of A Co-op
“Networking” is written by members of the online advertising network community. Today’s column is written by John Garber is VP, Business Intelligence, Lotame Solutions, Inc. Much has been said recently about new and as yet unrealized data opportunities for publishers. Many companies are knocking on the doors of publishers and peddling our DMPs, SSPs, and […]
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OPINION: Data-Driven ThinkingConfused Seas -And, What Ad Tech Companies Will Win In The Future?
“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. “Confused sea conditions are best avoided since there is no getting around them… Confused sea conditions occur as a result of major shifts […]
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The Changing Role Of Media Planner In A Digital World
“Ad Agents” is a column focused on the agency-side of the digital media community. Matt Greitzer is the Co-Founder of Accordant Media, a media buying and optimization company. “What do agencies do, anyway?” In my twelve years in the agency business I never heard this phrase posed to me directly (though I often felt it […]
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OPINION: Data-Driven Thinking
Personalized Retargeting Is Overkill
“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 Alan Pearlstein, CEO at Cross Pixel Media. I have been overwhelmed by Zappos retargeting ads recently. Apparently, I am not the only one. Michael Learmonth wrote a piece […]