Why are publishers accepting this reality – in which The Trade Desk is now bidding below floors and, in many cases, bypassing the sell-side vendor ecosystem altogether with OpenPath – without batting an eyelash?
This article is based on interviews with participants. Martin Kihn speaks to all the main players. It was inspired by Microsoft’s supposedly surprising selection as Netflix’s ad tech partner. But driven by the acquisition of AT&T’s Xandr, that’s just the latest chapter in a breathtaking adventure of pivots, write-downs, partnerships and potential.
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, chief product officer at Yieldmo. There’s a revolution happening in digital media, primarily driven by a new focus on privacy. Major players at the core of the digital […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, vice president of product management at Pandora. Last week, the IAB Tech Lab released the Open Measurement (OM) Software Development Kit (SDK), a universal SDK to support standardized, […]
Call it fashionably late: Pandora has finally showed up to the programmatic audio party. The digital audio platform said Tuesday buyers can now purchase its audio inventory programmatically through a private marketplace (PMP) via The Trade Desk, MediaMath and AdsWizz’s AudioMatic DSP. Pandora is testing the PMP in a pilot program with five to 10 […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Eric Picard, vice president of advertising product management at Pandora. The first seven years of the programmatic revolution were driven by three major efforts. It began with the creation and propagation of the massive […]
Pandora is increasing its bet on ad tech. The streaming music platform will bring on Eric Picard as VP of ad product management to continue building out display and video products and lead its dive into programmatic audio. Picard is a longtime ad tech executive. In 1997, he launched Bluestreak, one of the first companies […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, vice president of product planning at MediaMath. If you ask anyone, anywhere, if they like advertising, the answer will likely be a laugh and quick “no.” From a […]
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Eric Picard, vice president of strategic partnerships at MediaMath. The announcement last week that Microsoft is effectively selling off its display advertising business to AOL made me a bit nostalgic. I was recruited by […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, vice president of strategic partnerships at MediaMath. There was a time when advertising was a game of statistical assumptions about the types of people who were consuming media. […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, vice president of strategic partnerships at MediaMath. Media buying and selling have been on a slow evolutionary course since the late 1990s. With real-time bidding at the forefront, […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, vice president of strategic partnerships at MediaMath. Five years ago, if I told anyone in our industry that I wanted to buy or sell “premium” inventory, we’d all […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, vice president of strategic partnerships at MediaMath. For years, there has been a series of bad memes spreading throughout our industry. Some of the big ones have caused […]
MediaMath has snapped up Rare Crowds, a small, 2-year-old startup founded by ad tech trailblazer Eric Picard, AdExchanger has learned. Under the all-stock transaction, Picard will join MediaMath as VP of strategic partnerships as the media-buying platform builds out products around private marketplaces and “automated guaranteed” inventory (i.e., direct site buys). The deal has the […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, CEO at Rare Crowds. Thanks to amazing new offerings from Facebook, Google, Amazon and others on deeply connected identity and tracking solutions, we are seeing two major developments. […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, CEO at Rare Crowds. While we’ve been sitting in the progressively warmer water of the “programmatic kettle” without noticing the heat, the world has changed. The incremental changes have […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, CEO at Rare Crowds. I had the great fortune to moderate a panel called “Programmatic Guaranteed” at AdExchanger’s recent Programmatic.io conference in San Francisco. The prep conversations for […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, CEO at Rare Crowds. I was recently told by an executive in a position to know that 70 to 80% of revenue in the RTB space comes from […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, CEO at Rare Crowds. The appetite for ad technology is just beginning to appeal to new markets in new ways. Expect to see significant growth in the sector […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, CEO at Rare Crowds. Lately I’ve had many conversations about the digital advertising market and how it’s evolving. The most-asked question: “Who will win the battle over […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, CEO at Rare Crowds. There has been a quiet shift in the digital ad ecosystem over the past few years, although it isn’t clear to many people working […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, CEO at Rare Crowds. Local advertising is the largest pool of dollars in the US advertising industry, but is also by far the most fragmented and complex marketplace. […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, CEO at Rare Crowds. I’ve been struggling lately with some oddities in how the “programmatic” media space functions. Ad-tech infrastructure — both the “standard” digital infrastructure made […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, CEO at Rare Crowds. I’ve been designing, prototyping and deploying new ad formats in digital advertising for more than 15 years. I started one of the first rich […]
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Picard, CEO at Rare Crowds. Ad tech is a fascinating and constantly evolving space. We’ve seen several ‘waves’ of evolution in ad tech over the years, and I believe […]
