“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Paul Bannister, co-founder and executive vice president at CafeMedia. As we close the chapter on the last decade, congrats to the publishers that are still standing. Now it’s time to take a step in: A fundamentally different approach is needed to […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, executive vice president of strategy and sales at CafeMedia. The impending privacy cloud looms large. With the EU’s General Data Protection Regulation in place and the California Consumer Privacy Act soon to […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. There has been a lot of noise about the upcoming updates to Google’s auction dynamics, including the practical details of what’s changing and […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Paul Bannister, co-founder and executive vice president at CafeMedia. Does behavioral targeting make publishers more money? That’s a huge question with many potential ramifications, most significantly the conversations about government regulation of user tracking. A study released last week examined that […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. Two years ago, I looked in my crystal ball and envisioned a future where all media would run programmatically. Today, we have all […]
Overcoming the banality of a standard banner ad in favor of a custom unit requires a lot of work. Buyers need to work with creative tech companies to build the units, and publishers need to adjust their ad setup to support the unusual formats. When header bidding became the norm, it cut off these companies’ […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Paul Bannister, co-founder and executive vice president at CafeMedia. 2019 promises to be the beginning of the next transformation in digital ad buying. RTB-driven programmatic advertising started in the late 2000s (2007-2009) and drove the initial burst in data-driven buying, […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. It’s been a year, give or take, since the dominoes started to fall in the direction of first-price auctions. Our industry wasn’t fully […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Paul Bannister, co-founder and executive vice president at CafeMedia. It’s unquestionable that brands need to use brand safety platforms to ensure their ads run in safe and appropriate environments. While these platforms were developed with positive intent, they also created […]
CafeMedia is selling its entire publishing portfolio to RockYou, choosing to place its bets on AdThrive, the ad management firm it acquired two years ago. The AdThrive business is profitable but the sites being sold by CafeMedia – CafeMom, MamasLatinas, Revelist and Baby Name Wizard – were “break-even,” according to CafeMedia CEO Michael Sanchez. “It’s […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. Imagine if every impression could find its perfectly matched buyer. Demand-side platforms (DSPs) are the ultimate gatekeepers for screening inventory, but publishers only […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Paul Bannister, co-founder and executive vice president at CafeMedia. A few years ago, publishers had a pretty simple monetization stack: an ad server, typically DoubleClick for Publishers, Google’s AdX enabled as their primary remnant fill platform and maybe a tag-based […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. In ad tech, we either spend a lot of time hunting for the next big thing or kvetching about what’s broken in our […]
Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here. CafeMedia, operator of CafeMom, MamasLatinas and other sites, is a technology-first media company. It employs seven developers who do nothing but manage pre-bid implementations, upgrade bidders, monitor code on-page and so on. “The delivery of programmatic media is what we do,” says EVP for Strategy […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Paul Bannister, co-founder and executive vice president at CafeMedia. Contextual targeting is one of the original forms of targeted marketing, hearkening back to the days when Chevrolet might have run an ad next to a local newspaper’s feature story on […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. While ad tech has seen a constant stream of innovation over the last few years, one thing has largely stayed the same: private […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. Supply-path optimization (SPO), or, as I like to call it, supply pathing, might not sound like the sexiest topic, but is suddenly the […]
If a new ad tech partner generates $50,000 in revenue for a publisher, is it safe to assume that gross revenue will increase by the same amount? Publishers that unify their analytics and rigorously test those partners increasingly are finding that the answer is no. “There is no such thing as purely incremental revenue,” said […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Paul Bannister, co-founder and executive vice president at CafeMedia. In our industry – one of the most digitally advanced, according to McKinsey Global Institute – you would expect massive innovation. However, you’d be disappointed. Venture capital investment has indeed poured […]
Food brands that want their ad creative to appear next to recipes for quick and easy dinners, Japanese food or gluten-free meals can buy inventory via CafeMedia’s private marketplaces that fits into those content categories. CafeMedia created those content categories using IBM Watson’s artificial intelligence (AI). Traditionally, companies use content management systems to categorize and […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. Fact: Nearly every advertiser wants video and there isn’t enough supply to go around. In light of that, why are publishers struggling to […]
Publishers are learning to love influencer marketing as a way to grow broader advertising and sponsorship deals. “An advertiser might come with a traditional sponsorship package, and to complement that, they want a programmatic component,” said Rachel Parkin, SVP of strategy and sales at digital media company CafeMedia. CafeMedia owns a network of women’s interest […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Paul Bannister, co-founder and executive vice president at CafeMedia. Just as buyers are now grasping how header bidding impacts their programmatic buying approach, publishers have already moved on to the next big thing: server-side […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. Nearly two years after header bidding exploded onto the programmatic scene, we are seeing a race to embrace the next big thing: server-side […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Paul Bannister, co-founder and executive vice president at CafeMedia. A new year brings the opportunity to start fresh and kick things off the right way. Often, the resolutions we choose are direct reactions to […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. Two years ago, I saw the future of programmatic not as a budget channel, but rather a conduit through which all media changed […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Paul Bannister, co-founder and executive vice president at CafeMedia. There’s no question that programmatic buying, particularly real-time bidding, has created many efficiencies and been a force in shifting advertising budgets toward digital. Smart buyers […]
In a media environment that increasingly favors scale, CafeMedia bought AdThrive on Thursday in a deal that will triple the reach it can offer to advertisers. AdThrive was founded by a blogger’s husband and manages all programmatic revenue for 1,100 other lifestyle bloggers. The deal, whose financial details were not disclosed, increases CafeMedia’s scale from […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. Header bidding is here to stay. So it’s time we stop talking about what the technology does for publishers and start talking about […]
“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Paul Bannister, co-founder and executive vice president at CafeMedia. One of the most desired outcomes of programmatic advertising is the ability to reserve inventory for a guaranteed buy. Getting guaranteed access to brand-safe, premium […]
