Ad Traders
Articles By Ad
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Time To Drive New Metrics-Based Valuation
“Networking” is written by members of the online advertising network community. Today’s column is written by Kirby Winfield is President and CRO of Mpire’s AdXpose. On a recent conference dais, Scott Knoll from Aperture shared a deceptively simple insight in regards to the topic of audience buying. He pointed out that simply buying an audience […]
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Why IP Tracking Is A Bad Idea
“The Debate” is a column focused on the current debate around ad targeting and consumer privacy. Today’s article is written by Auren Hoffman, CEO, Rapleaf. IP addresses are the fabric of the Internet— they are the “To” and “From” stamps that make delivering messages between computers possible. While they are necessary to route information from […]
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OPINION: Data-Driven ThinkingWhy Prices Of Real-Time Bids Are Overinflated
“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. It’s a convenient fiction: the CPMs garnered from real-time bidding (RTB) are high and going higher right now, […]
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OPINION: Data-Driven ThinkingKeywords Don't Cut It
“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. In an effort to improve the accuracy of its search engine, Google recently acquired Metaweb, a semantic Web company with a […]
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Publishers And The Hidden Costs Of Data Leakage
Tom Chavez is an entrepreneur, technologist, musician, and family man residing in San Francisco. He was the founder and CEO of Rapt Inc., and following the acquisition of Rapt by Microsoft, he served as General Manager of Microsoft Advertising’s Online Publisher Business Group. I have received an overwhelming amount of feedback from my last missive. I […]
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What Marketers Can Learn From The Google-MySpace Ad Deal Failure
“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. When Google and MySpace inked a $900 million dollar search and contextual ad deal back in 2006, many heralded it as the coming of age of social […]
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OPINION: Data-Driven ThinkingToday's Ad Exchanges Don't Work
Joe Doran is a board member at Legolas Media. He was previously founding CEO of Media6Degrees and GM for Microsoft Digital Advertising Solutions. A few years ago, online publishers were told that salvation was just around the corner if only they’d sell their inventory on ad exchanges. Buyers would bid—in real-time no less—on available inventory […]
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OPINION: Data-Driven ThinkingStop Making Sense
“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. “We can build an DSP to manage RTB’s, leveraging data exchange segments for hyper-targeting and optimizing against CTR and eCPA to improve ROAS […]
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OPINION: Data-Driven ThinkingWhy Real-Time Bidding Wins
“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. Now that Google has bought Invite Media and publicly stated that the purchase was all about real time bidding […]
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OPINION: Data-Driven ThinkingAttention Economics in Online Advertising
“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, a behavioral analytics platform for publishers. As Mary Meeker of Morgan Stanley recently pointed out, 28% percent of consumers time is […]
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OPINION: Data-Driven ThinkingWhat Ad Networks Should Focus On
“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 Brian O'Kelley, CEO at AppNexus. Ad networks are an integral part of today’s display advertising ecosystem and I find the oft-cited reports of their demise greatly exaggerated. In […]
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Data: Deja Vu All Over Again?
Tom Chavez is an entrepreneur, technologist, musician, and family man residing in San Francisco. He was the founder and CEO of Rapt Inc., and following the acquisition of Rapt by Microsoft, he served as General Manager of Microsoft Advertising’s Online Publisher Business Group. I’d like to take a moment to respond to Tolman Geffs recent query, […]
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OPINION: Data-Driven Thinking
Learning To Love Remnant
“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. Look up the word “remnant” in a dictionary and you’ll find definitions that pretty accurately describe how the word is used […]
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OPINION: Data-Driven ThinkingPre-emptive Brand Safety: DSP To The Rescue
“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 Ajay Sravanapudi, CEO at LucidMedia. Nearly every online marketer is concerned with transparency and brand safety. These seem to be the biggest roadblocks to brands embracing display. A […]
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OPINION: Data-Driven ThinkingMaking Transparency Real
“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 Eric Porres, CMO at Lotame. There’s been a lot of talk lately about the need for data transparency. That makes sense: With the increasing value of data collected […]
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OPINION: Data-Driven ThinkingThe Role Of Brands In 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 Alan Pearlstein, CEO at Cross Pixel Media. It is easy to understand the role a brand can play in determining the value of media. Assuming all things are […]
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OPINION: Data-Driven ThinkingWhy Third-Party Ad Servers Are Necessary In The Emerging DSP Market
George Allen is Senior Product Manager, Mediaplex, an advertising technology solutions company, and a division of ValueClick. The arrival of Demand Side Platforms (DSPs) may very well signal a better way to access exchange media inventory, but if you are thinking that means doing away with your third party ad server, keep reading. DSPs have […]
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OPINION: Data-Driven Thinking
Why Magic And Media Buying Are Not The Same Thing
“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. Magic (illusion), the art of appearing to perform supernatural feats using sleight of hand or other methods. Building […]
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Do I Like "Like"?
“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. It was inevitable. Facebook announces a new platform and the emails start flooding in. “Do I like ‘Like?’” they asked. As Facebook continues to position social as […]
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Ad Nauseum
“The Debate” is a column focused on the current debate around ad targeting and consumer privacy. Today’s article is written by Amiad Solomon, Founder & President, Peer39. From the inception of the internet, online advertisers have been continuously experimenting with methods of targeting ads, in search of a technology that delivers a brand’s ideal audience, […]
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OPINION: The Sell SiderMalware, Bad Ads Still a Threat to Top Publishers
“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. With the development of so many sophisticated technical solutions to help online publishers minimize the risk of running malware and ads delivered to the wrong person at the wrong time […]
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OPINION: Data-Driven Thinking
Transparency – A New Definition
“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. Transparency and Value, Value and Transparency. The Ying & Yang of digital media and two concepts that are embedded into nearly every conversation […]
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The Algorithm Is the New Decision Maker: Communicating with the New Demand Side
“Ad Agents” is a column written by the agency-side of the digital media community. Greg Hills is platform manager of media trading agency, Varick Media Management. My work focuses on the economics of advertising, but recently I’ve been thinking about the political economy of advertising. After all, advertising dollars don’t have a mind of their […]
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OPINION: Data-Driven ThinkingGaining Clarity in the Spot Buy
“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 Roland Cozzolino, CTO of MediaMath, an online advertising technology company. Whenever someone wants to understand the basics of RTB, I like to tell them that they need to understand […]
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OPINION: Data-Driven Thinking
The Power Of Your Data
“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. For anyone who has been watching the data space over the last year and a half, the explosion of […]
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OPINION: Data-Driven ThinkingThe Advertising Value of Shopping Data: Finding Target Markets
“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 Part II of a two-part column (Part I is here) written by Mike Afergan, CTO & SVP of Advertising Decision Solutions at Akamai. Mention ‘shopping data’ to an agency […]
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Getting Full Value For Your Inventory: A Buyer's Perspective
“Displaying Search” is a column capturing the intersection of display advertising and search marketing. Today’s column is written by Tim Ogilvie, CEO of AdBuyer.com, a demand-side optimization platform. Jonathan Mendez wrote a good post on his blog several months ago entitled “The True Media Value Delta”. In that post, he shared a highly profitable display […]
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OPINION: Data-Driven Thinking
Placement Matters Because Brands Matter
“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. In recent years, the focus of online advertising has shifted toward audience targeting, using cookie data to find users anywhere across […]
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A New School Of Thinking: 10 Trends For Marketing Campaigns
“Ad Agents” is a column written by the agency-side of the digital media community. Greg Hills is platform manager of media trading agency, Varick Media Management. As our industry continues to rationalize the way brands buy advertising, we’ve seen plenty of new companies and products pop up. Some provide solutions to old advertising problems, like […]
