Ad Traders
Articles By Ad
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OPINION: Data-Driven ThinkingThe Advertising Value of Shopping Data: Finding In-Market Buyers
“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 I of a two-part column written by Mike Afergan, CTO & SVP of Advertising Decision Solutions at Akamai. Targeting is only as good as the data that you […]
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Finding the Right Fit for Attribution
“Displaying Search” is a column capturing the intersection of display advertising and search marketing. Today’s column is written by Nick Talbert, Director of Product Marketing, Eyeblaster, a campaign management and advertising technology company. Search and display budgets decisions made within their silos will only yield non-scalable results. Attribution decisions need to be channel agnostic and […]
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The New Publisher Revenue Stream: Data
“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. There has been a lot of discussion around Mediaweek’s April 4th article “Web Publishers, Ad Nets at Odds”, where WSJ.com and several other major publishers accuse InterCLICK […]
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OPINION: Data-Driven ThinkingValue Per Customer - A New Way To View Publisher Value
“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. Real-time audience buying is currently being heralded as the next paradigm shift in our industry. Empowering agencies to leverage their own data as […]
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Targeting Real-Time Targeting: Privacy Groups File Overreaching Suit With The FTC Against Real-Time Behavioral Advertising
“The Debate” is a column focused on the current debate around ad targeting and consumer privacy. Today’s article is written by: Ed Zimmerman, Mark Kesslen, and Matthew Savare, Lowenstein Sandler, a law firm. (See bios.) Let’s say you’re surfing the web, planning your next vacation with the family. You visit several travel sites, book your […]
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The Profile Of The Media Agency Staff
“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. At times I feel like the least skilled person at my company, in fact if I hired some management consultants to come in and take a look the […]
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Online Video Advertising: Why It’s Still Broken and What We Can Do About It
“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 Teg Grenager, Founder and VP of Product at adap.tv. Online video advertising spending continues to grow rapidly, and it’s easy to see why. It’s practically the perfect […]
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OPINION: Data-Driven ThinkingIs it a Mountain or a Molehill?
“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. Since I run a venture-backed company, I spend more time with venture capitalists than any sane person should. Of late, one topic keeps […]
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OPINION: Data-Driven ThinkingSlow to Move: Why Inventory Centralization Is Taking More Time Than We Thought
“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, a demand-side platform. The companies like ours that started looking at the buying-side opportunity in display in 2007 were encouraged by what […]
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We Need To Simplify
“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. Have you stopped and looked at our portion of the industry lately? Have you seen how confusing it really is? Imagine you are a paid […]
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It's Time For Publishers To Develop Strategies Around Their Audiences
“Networking” is written by members of the online advertising network community. Today’s column is written by Jeff Hirsch, President and CEO, AudienceScience. A publisher that invests heavily in developing quality, valuable content correspondingly creates two primary assets that advertisers demand. The one we have grown most familiar with is space, or inventory. The one that […]
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One-Size-Fits-All Solutions Not Acceptable for Advertising
“Networking” is a column focused on the evolving roles of networks in online advertising. Today’s column is written by Tyler Moebius, CEO of Adconion, an online advertising network. Traditionally, ad networks have been perceived as enablers, as tools advertisers and agencies can use to increase campaign efficiency, extend their reach and add scale. An agency […]
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The Business Upside of RTB: "Trust Us, There Is One..."
“The Global Address” is a column written by members of the digital media community with an international perspective on the digital space. John Childs-Eddy is VP of Business Development at Australian direct response ad network, Funbox. As I sat at my desk the other day, I remarked to our lead analyst that after reading what […]
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Memo to Agencies: Change is Good!
Megan Pagliuca is Senior Director of Professional Services of Yahoo!’s Right Media. Data-driven buying should be an integral component of every agency’s media plan, but using a technology platform as a central media trading arm is only the first step in designing a data-driven strategy. It is important to take a holistic approach and leverage […]
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Thinking About The Marketing Services Company Of The Future
Michael Walrath is the former CEO of Yahoo!’s Right Media. I recently argued that the dramatic rise in demand side services is a step toward a next generation marketing services model. Or said another way, the agency of the future is going to look very different than today’s version. If this is the case, it […]
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On Middlemen: Angel Investor Jerry Neumann Discusses The Online Advertising Value Chain
AdExchanger.com recently asked several members of the advertising ecosystem about “Middlemen” and, specifically: “Are there too many parties trying to insert themselves into the online advertising value chain? How do you see this playing out?” The following contribution is from Jerry Neumann, an angel investor in The Trade Desk, 33Across, Domdex, CPM Advisors and Flurry […]
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On Middlemen: AKQA's Symonds Discusses The Online Advertising Value Chain
AdExchanger.com recently asked several members of the advertising ecosystem about “Middlemen” and, specifically: “Are there too many parties trying to insert themselves into the online advertising value chain? How do you see this playing out?” The following contribution is an agency perspective from Scott Symonds, General Manager of AKQA Media, Search & Analytics. Answer: Too […]
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On Middlemen: Publicis And VivaKi's Kegelman Discusses The Online Advertising Value Chain
AdExchanger.com recently asked several members of the advertising ecosystem about “Middlemen” and, specifically: “Are there too many parties trying to insert themselves into the online advertising value chain? How do you see this playing out?” The following contribution is an agency perspective from Sean Kegelman, SVP, Partnerships & Ventures, Publicis Groupe’s VivaKi. The question of […]
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OPINION: Data-Driven ThinkingBeware Of The Risks Of Using A Single Demand-Side Platform (Part 1)
“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 Pascal Bensoussan, VP of Products at Aggregate Knowledge, a buy-side optimization platform. This is Part 1 of a 2-part series. In Part 1, I will make the […]
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OPINION: Data-Driven Thinking
Google's Exchange Is A Threat To Buyers And Sellers Of Display Media
“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. Local, hyper-local, super-mega-hyper-local….it’s the new black. 2010 and 2011 are shaping up to be the turning point of local advertisers buying into display […]
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Now, We Have To Grow Up
“Now Serving Mobile” is a column focused on the audience-buying opportunity in mobile advertising. Today’s column is written by Devkumar Gandhi, Founder & CEO of Nexage. “Mobile is the next big thing… and it always will be.” How many times have we laughed and cried at the humor and reality of that quip? The reality […]
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OPINION: The Sell SiderIt's Time To Get "Real" About Malvertising
“The Sell-Sider” is a column written by the sell-side of the digital media community. Alanna Clark is Director of Business Development at AdMeld, a publisher yield optimization company. Three-day weekends, holiday seasons, a plethora of Q1 inventory. These are all normal signals and events throughout the course of our year but also triggers for more […]
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Let’s All Do More With Less
“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. Data is one of today’s hottest industry topics, and managing it well will drive the future of online advertising. DSPs, ad networks, exchanges, and publishers are falling […]
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OPINION: Data-Driven Thinking
Is It A Pony Or A Hand Puppet? Enhancing Brand Safety Through Real-Time Bidding
“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. “If it is in fact a hand puppet, which finger is the head of the pony?” This question nicely sums up the brand […]
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Evolving Back to Basics... Ad Networks Can Lead the Way
“Networking” is a column focused on the evolving roles of networks in online advertising. Today’s column is written by Mike Seiman, CEO of CPX Interactive. Looking back at a decade of online advertising, one thing becomes pretty clear. The arc of the landscape has slanted toward complexity and compartmentalization. While it is true that there […]
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It's Not All About Data
“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. A Fortune 100 retailer client recently told me that he has never witnessed so much change in display media than he has seen in the […]
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OPINION: The Sell SiderReal-Time Selling: Your Buyers Know How Much Your Inventory Is Worth - Why Don't You?
“The Sell-Sider” is a column written by the sell-side of the digital media community. Tom Shields is CEO of Yieldex, a publisher yield optimization company. Let me be the first to introduce you to the hot new TLA (three-letter acronym) for 2010: RTS. 2009 brought you RTB done by DSPs. On the other side, we’ve […]
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OPINION: Data-Driven ThinkingAd Tags and Stove Pipes
“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 Mike Lewis, President and Co-Founder of Ad-Juster, an ad server discrepancy management company. Whether relaying target coordinates of hostile and friendly forces on a battlefield or passing […]
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The Cross Channel Influence on Conversions
“Displaying Search” is a column capturing the intersection of display advertising and search marketing. Today’s column is written by Suman Basetty, Director of Product Management at Efficient Frontier, an online performance marketing company. Sophisticated online marketers want to know how their display and search ad spend are influencing each other, their conversion rates and, most […]
