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»NextMark

AdSlot's Version Of 'Programmatic Direct' Aims To Put A Stake In Private Marketplaces

Supply-side platform AdSlot's pitch to help sell publishers' guaranteed inventory via programmatic methods begins with avoiding anything that acts like a private marketplace. The company, which acquired ad agency workflow provider Facilitate Digital more than a month ago, has launched its Guaranteed Marketplace for direct online display sales this week. And, as AdSlot CEO Ian Lowe... Continue reading »
by David Kaplan // October 23rd, 2013 //
»
Why Advertisers Must Spend More Time Fertilizing The Grass

"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 Chris O’Hara, chief revenue officer of NextMark. I recently had a cup of coffee with Christopher Skinner, who has spent the last dozen years MakeBuzz after selling his old company,... Continue reading »
by AdExchanger // October 7th, 2013 //
»
The Great Time Suck: Why Publishers Hate the Transactional RFP Business

"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 Chris O’Hara, chief revenue officer of NextMark. I have been thinking about, and trying to solve, agency digital workflow problems since 2008. Given the complexity of digital media, the variety... Continue reading »
by AdExchanger // September 13th, 2013 //
»
The Hourglass Funnel: Why It Changes Everything

“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 Chris O'Hara, Chief Revenue Officer at NextMark. Lately, I’ve been thinking a lot about the hourglass funnel. Most funnels stop at the thin bottom, when a customer “drops” out, having made... Continue reading »
by AdExchanger // July 31st, 2013 //
»
The Fat Middle (And Other Programmatic Direct Myths)

“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 Chris O'Hara, Chief Revenue Officer at NextMark. The ideal advertising yield curve for digital display is basically a classic marketplace-yield curve. It starts at the top left, with premium inventory capturing... Continue reading »
by AdExchanger // June 27th, 2013 //
»
Is Efficiency Bad For Digital Display?

“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 Chris O'Hara, Chief Revenue Officer at NextMark. I’ve always loved the notion of programmatic RTB. As a data hound and an early adopter of AppNexus, the idea that advertisers can achieve... Continue reading »
by AdExchanger // May 21st, 2013 //
»
Let’s Call It What It Is: Programmatic Direct

“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 John Ramey, CEO of isocket.  At the AdExchanger Programmatic I/O conference in San Francisco last week, while people schmoozed at the rooftop after-party, an unofficial meeting was held down the... Continue reading »
by AdExchanger // April 24th, 2013 //
»
How To Steal Some Of Microsoft’s 76% Ad Tech Market Share

“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 Chris O'Hara, Chief Revenue Officer at NextMark. When you think of advertising technology in the display space, the first names to come up are probably Google, PubMatic, Adobe and AppNexus. But... Continue reading »
by AdExchanger // April 23rd, 2013 //
»
How Publishers Can Beat Agencies In Trading-Desk Advertising

“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 Chris O'Hara, Chief Revenue Officer at NextMark. Worthless. That’s what I – and most of my colleagues – thought of leftover or remnant advertising when I was selling highly premium banner... Continue reading »
by AdExchanger // April 5th, 2013 //
»
A Publisher's History Of Programmatic 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 Chris O'Hara, Chief Revenue Officer at NextMark. It’s hard to argue that the banner ad era has been good to publishers. After a brief initial period in which banner inventory... Continue reading »
by AdExchanger // March 14th, 2013 //
»

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