Prohaska Consulting

The chorus of curation critics is growing. Plus, Charter Communications will begin a huge marketing push on streaming platforms next year.

Prohaska Consulting debuted the ProNews Collective, a private marketplace of premium news publishers whose ad inventory will be exclusively available via Index Exchange.

Meet the Ad Tech Accelerator, a new executive training series from AdMonsters and AdExchanger that will provide credentialing for publisher, agency and brand executives.

How big of a deal is The Trade Desk’s top 100 list? AdExchanger spoke to industry experts for their reactions and bounced some of their hot takes off The Trade Desk.

To build a first-party data strategy, the NY Post contracted Permutive and Prohaska Consulting for advice on monetizing its audience data and growing its addressable audience. The collaboration prompted Permutive and Prohaska to expand their combined services to all publishers.

In today’s newsletter: Amazon’s DSP doesn’t compare to Google’s and TTD’s; US ad spend looks strong this year; European Commission will investigate Google, Apple and Meta under the EU’s DMA.

Digital media and television have been playing by different sets of rules due to the nature of ad delivery and tracking. But these worlds are slowly colliding.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Trade Desk Trade-Offs The investment bank Needham has both the bullish and bearish takes on The Trade Desk after the DSP reported earnings this month. And there is a compelling case in both directions.

Having one model for assigning credit to outside marketing partners and a separate model for earning credit within your organization is a no-win for marketers and their enterprises – you need a single attribution and measurement strategy. The key is to deploy a unified strategy that works both within your organization and across your mix of media partners, says Rudy Grahn, attribution and measurement global strategy lead at Prohaska Consulting.

The Vox Media/Group Nine deal is only the most recent example of the consolidation trend in digital media. Publishers have been turning to M&A as a method to grow their audiences and increase their ad revenue, in addition to boosting their valuation for further deals down the road.

“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 Kelly Herrick, Global Recruiting Lead, Prohaska Consulting, and Founder of Searchlight  2021 is turning out to be a great reset for many companies. The industry is coming back in full […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Matt Prohaska, principal and CEO at Prohaska Consulting. The quote in the headline, echoed by numerous political pundits, typifies the overreaction during and after the United States’ Election Day. Like many watching election results […]

And that’s a wrap. Thanks to everyone who attended AdExchanger’s Programmatic IO digital conference this month. Over six days in October, more than 45 speakers took to the virtual stage (ahem, their sofas and kitchen tables) to drop knowledge bombs, including deep dives on the future of identity in addressable advertising. Here’s your rundown. Focus […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Matt Prohaska, principal and CEO at Prohaska Consulting. Matt will present “5 Things You Should Do Now To Get Ready For Our Post-Cookie World” at AdExchanger’s upcoming Programmatic IO conference on Oct. 21. Register to […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Ward Flock, global vice president, Magnify, at Prohaska Consulting. If you’re expecting to find yet another article about selling during a recession, feel free to browse elsewhere. Many sage sales consultants talk about promoting […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Scott Bender, partner and global head of client strategy at Prohaska Consulting. No question, it’s going to be a rough second (and likely third) quarter for the digital publisher community. Some estimates suggest Q2 […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jason White, global publisher and tech strategy at Prohaska Consulting. Before I get to anything related to our industry, I hope that you and your families are safe and healthy, as we get through […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Matt Prohaska, principal and CEO at Prohaska Consulting. I am finding that the major issues in our industry are increasingly overlapping with the major issues of our country, and not just when hearing Zuck, […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Scott Bender, global head of publisher strategy and business development at Prohaska Consulting. Sales teams are finally arming themselves with programmatic knowledge, but it’s not enough. The industry shift to audience-based buying requires a new […]

“The Sell Sider” is a column written for the sell side of the digital media community.  Today’s column is written by Paul Cimino, president at Cimino Collaborative and head of data strategy at Prohaska Consulting. I saw the vulnerabilities of cookies as far back as 2013. In an article titled, “The Cookie Has Five Years […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Scott Bender, global head of publisher strategy and business development at Prohaska Consulting. We have all read the stats that private marketplace (PMP) transactions continue to outpace overall programmatic spending. Sixty-one percent of publishers in an eMarketer […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Matt Prohaska, principal and CEO at Prohaska Consulting. When I was 24, I resigned from a great job at BBDO to become the first New York salesperson at upstart media company CNET. When people asked […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Ameet Shah, senior director of global technology, publisher and data strategy at Prohaska Consulting. It’s October, five months after the General Data Protection Regulation (GDPR) went into effect, and we – well, most of […]

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Ameet Shah, senior director of global technology, publisher and data strategy at Prohaska Consulting. For the last 10 years, publishers have been using programmatic media technology to drive greater scale and revenue. Real-time bidding […]

When Snap reported disappointing earnings on Tuesday, it said revenue was constrained by its shift from a direct sales model to a programmatic, auction-based model. Snap’s excuse mimics one that publishers used in the early days of programmatic to explain their revenue shortfalls, and it doesn’t fully take into account immaturities and nuances in Snap’s […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Ameet Shah, senior director of global technology, publisher and data strategy at Prohaska Consulting. Marketers and publishers want access to more quality data to scale beyond their respective first-party data, yet they often overlook […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Laura Gaffney, vice president of global publisher and business development at Prohaska Consulting. When the fit is right, the relationship between publisher and ad tech developer can create a powerful synergy. The benefits are […]

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Ameet Shah, senior director of global technology, publisher and data strategy at Prohaska Consulting. Buyers (advertisers) and sellers (publishers) are crucially aware of the importance of data. But too often, departments develop siloed data […]

  Billboards are lighting up with the promise of programmatic. Out-of-home (OOH) is projected to grow almost 12% in spend by 2020 – faster than any other traditional media – thanks to opportunities in digital, according to the Outdoor Advertising Association of America. Digital OOH accounted for $2.7 billion in ad spend in the US […]

“The Sell Sider” is a column written by the sell side of the digital media community.  Today’s column is written by Paul Cimino, global head of data strategy at Prohaska Consulting. Not so long ago, publishers produced and distributed content to attract and monetize their audiences. Since content was relatively scarce, brands paid high CPMs […]