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»Mike Racic

AdExplainer: What Is Supply-Path Optimization (SPO)?

The complexity and lack of transparency in the programmatic ad buying ecosystem makes it hard to understand who you’re buying from and how big of a bite they’re taking out of a buyer’s ad spend. Hence the need for supply-path optimization (SPO). Simply put, SPO is about buyers identifying the most efficient connections and using… Continue reading »
by Anthony Vargas // April 25th, 2022 //
»
Prebid Hires First Full-Time President As It Supports Publishers During Identity Shift

Prebid hired Mike Racic as the industry group’s first president. Although Prebid maintains a small group of full-time engineers and operations staff to manage its open-source header-bidding and identity solutions, Racic is its first full-time executive hire. The leadership role was previously filled by members of the Prebid board on a part-time basis. But Prebid’s… Continue reading »
by Anthony Vargas // March 21st, 2022 //
»
iCrossing Tries A New Omnichannel Approach To Media

Clients want their agencies to operate in fluid, multidisciplinary teams. That’s hard to achieve for larger holding companies traditionally siloed into distinct arms. Disparate units working toward internal goals often find themselves competing instead of collaborating to meet client KPIs. Hearst-owned marketing agency iCrossing is challenging this model with a new structure that promotes omnichannel… Continue reading »
by Alison Weissbrot // May 11th, 2016 //
»
Agency And Ad Tech Expertise Create A New Breed Of Marketing Talent

A handful of ad tech employees who started out at agencies are now returning to senior-level agency roles. And they’re bringing a particularly valuable blend of skills with them. According to Accuen CEO Megan Pagliuca, that initial agency experience is key. “There’s a big con of hiring people from ad tech [without an agency background]… Continue reading »
by Alison Weissbrot // March 17th, 2016 //
»
 

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