Ad Traders
Articles By Ad
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It's Time For The Futures Exchange
“Networking” is written by members of the online advertising network community. Today’s column is written by Andy Atherton, COO and co-Founder, Brand.net. My former boss, Wenda Harris Millard, had one of the most quotable, and quoted, lines in the online media industry in 2008 when she said, “We must not trade our advertising inventory like […]
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Looking At Europe: Technology Obsession Arrives
“The Global Address” is a column written by members of the digital media community with an international perspective on the digital space. Paul Turner is Director of International Business Development at Invite Media, a demand-side platform. They say a week is a long time in politics – well it appears that the same could also […]
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OPINION: The Sell SiderWhat Publishers Need From Real-Time Bidding - Or, Taking The d Out Of dCPM
“The Sell-Sider” is a column written by the sell-side of the digital media community. Tyler Fitch is Director of Ad Network Sales at hi5 Networks, Inc., a social media website. I know the AdMeld Partner Forum in NYC a couple of weeks ago has been mentioned multiple times already, but I wanted to give it […]
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Make Your Advertising A Cost Of Sales
“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. “We sell. Or else.” — David Ogilvy The best thing a marketer can do for their business and their career is to transform their advertising expense to […]
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OPINION: Data-Driven ThinkingDoes Content = Audience Online?
“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, CEO at Peer39. When watching an NFL or NASCAR event on TV, you expect that most of the commercials aired will be for beer, restaurants, shavers, […]
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Reinventing the Wheel (To Run Yourself Over)
“Networking” is a column focused on the evolving roles of networks in online advertising. Today’s column is written by Michael Katz, President, InterCLICK. Ok, I admit I didn’t come up with the phrase and I hate to be the bearer of bad news but (the top 25) networks aren’t going away anytime soon. Recently there […]
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Brand New Opportunity
“the executioner” opinion expressed below is written by Natalie DiBerto, Lead, Account Services, ATOM, at Razorfish. Advertisers often feel their brand is their most valuable asset and spend lots of time, effort and money to build and maintain it. Of course an advertiser would know their audience, right? Right, but the real question is if […]
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OPINION: Data-Driven ThinkingDSPs Are Not Just Cookie Monsters
“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 Andy Monfried, CEO at Lotame. There’s been a lot of chatter in the marketplace of late on the evolving nature of DSPs, networks, SSPs, agencies, and data providers. […]
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Rise of the Demand-Side Service Layer
Michael Walrath is the former CEO of Yahoo!’s Right Media. As eBay became pervasive, a slew of companies appeared with the sole purpose of helping people buy and sell goods on the giant auction site more effectively. These service businesses earned a slice of the transaction value for their efforts. Others took a different approach. […]
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OPINION: Data-Driven ThinkingUnderstanding Your Data Rights
“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 Ken Rona, PhD, V.P. Data Strategy and Client Analytics at [x+1]. Over the last couple of years, I have been in the data business, selling and buying, […]
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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 […]
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The Myths And Realities of Retargeting
“Networking” is a new column focused on the evolving roles of networks in online advertising. Today’s column is written by Richard Frankel, President, of Rocket Fuel, Inc. He says there’s no doubt about it It was the myth of fingerprints I’ve seen them all and man They’re all the same – Paul Simon, Graceland One […]
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OPINION: Data-Driven ThinkingWinning In An Ad Exchange World
“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. Over the last two years, ad exchanges have brought an unprecedented level of targeting and […]
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Roadmapping The Ad Exchange For Search Marketers
“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. Many search marketers want to expand into the display ad exchanges but aren’t sure where to get started. Auction-based pricing looks familiar, but there is a dizzying […]
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OPINION: The Sell SiderPublishers Must Demand Real Openness
“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. Google’s release of the DoubleClick Ad Exchange 2.0 has introduced Real-Time Bidding (RTB) to a much wider audience, While they were not the first, they are probably the biggest, and […]
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OPINION: Data-Driven ThinkingDefragmenting Media With Real-Time Bidding
“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. It would be hard not to notice that display media buying is changing dramatically. Interesting new companies are popping […]
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What's Your Deal, Partner?
“Social Exchange” is a new 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. As we head into 2010, privacy and brand safety will continue to remain at the forefront of marketer and consumer concerns. With these issues in mind, […]
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Paid, Earned and Shared – Getting Rich with Social
“Networking” is a new 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. Historically, media value was determined by a relatively simple calculation: divide campaign cost by the number of persons reached within a specified target segment expressed in thousands. […]
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Is BT Just A Sales Tool?
Andy Atherton is COO of Brand.net, an online advertising network. A senior agency executive who manages the digital account for an Ad Age 50 CPG manufacturer recently delivered the best line I have heard in a long time. We were talking about Behavioral Targeting (BT) and he said, “In my experience BT is a much […]
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OPINION: Data-Driven ThinkingThe Real Costs of Real-Time Bidding (RTB)
“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 optimization company. In late 2009, the story of Real-time bidding (RTB) in the display ad space appears to […]
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Settling The Network Debate: What Are Publishers Missing?
“Networking” is a new column focused on the evolving roles of networks in online advertising. Today’s column is written by Andrew Pancer, Chief Operating Officer of Media6Degrees. It’s become a sport to bash ad networks over the past couple years, with panels and articles calling for publishers to “fire your network.” My personal favorite was […]