Prohaska Consulting

“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 […]