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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