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»varick media management

Paul Dolan Joins Varick As First-Ever CEO To Lead Shift In Business Model

Varick Media Management said Wednesday that former Xaxis executive Paul Dolan will join the company as its first-ever CEO. Varick, launched in 2008 as one of the first agency trading desks, has always had a president reporting into to senior leadership at parent company MDC Partners. Now with its first CEO, Varick is establishing a... Continue reading »
by Alison Weissbrot // May 30th, 2018 //
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As Agencies Ramp Up Advanced TV, Will Business Models Resemble TV Or Digital?

Agencies are developing skills and business models around advanced TV buying, just as they once did for programmatic buying. GroupM has a dedicated department in Modi Media. IPG Mediabrands’ Cadreon, Dentsu Aegis’ Amplifi, Omnicom and Publicis Groupe also have added expertise. Even independent agencies like Horizon Media are building out advanced TV centers. “Advanced TV”... Continue reading »
by Alison Weissbrot // December 16th, 2016 //
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Efficiency Vs. 100% Viewability: Which Is The More Important Metric?

“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 Brad Nunn, director of trading operations at Varick Media Management. In 2012, the IAB first defined a “viewable” impression as one that’s at least 50% visible for at least one... Continue reading »
by AdExchanger // October 6th, 2016 //
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MDC’s Varick Media Management Introduces Dynamic Creative Solution

MDC’s media buying arm, Varick Media Management, unveiled a dynamic creative solution called Pictor on Thursday, an HTML5 ad builder that uses audience and campaign data to adjust the ad unit creative in real time. Pictor adds a programmatic messaging element to Alveo, Varick’s proprietary tech stack launched in October. “The big missing piece for... Continue reading »
by Alison Weissbrot // April 14th, 2016 //
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Varick Releases 'Alveo' For Agnostic Campaign Management

Varick Media Management, agency holding group MDC Partners’ audience and media-buying arm, has released Alveo – a planning, buying and reporting platform. Operating originally as more of an internal trading desk, Alveo can now be used by Varick’s clients to manage and visualize data as well as access reports across multiple campaigns. Alveo is available... Continue reading »
by Kelly Liyakasa // October 13th, 2015 //
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It's Too Early For Bulletproof Viewability

“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 Paul Rostkowski, president at Varick Media Management.  Viewability has become a major issue in online advertising, having come to represent advertisers’ fear and lack of trust in digital. Brands want... Continue reading »
by AdExchanger // June 8th, 2015 //
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Navigating Programmatic TV Terrain, Trading Desk Style

Although programmatic TV executions are far from “real-time,” agencies and some of the digital DSPs have made headway as suppliers open up greater access to inventory (at least on the local-market level). MDC Partners’ Varick Media Management is one of them. The company claims it buys programmatically now across seven different channels, including TV. One... Continue reading »
by Kelly Liyakasa // March 27th, 2015 //
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Hearst Lays Programmatic Direct Pipes With Varick

As of Friday, Hearst Corporation will offer so-called premium ad units across its digital media network (which includes Cosmopolitan.com, Esquire.com and GoodHousekeeping.com) through a programmatic direct partnership with Varick Media Management. Hearst premium units involve high-impact placements that expand or include rich media, like the “lightbox,” “billboard” and cross-device “pushdown” unit that fills the page.... Continue reading »
by Sarah Sluis // October 3rd, 2014 //
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Who’s Afraid Of The Open Exchanges?

"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 Jim Caruso, vice president of product strategy at Varick Media Management. Programmatic buying has always been dogged by the reputation that it accesses remnant inventory from less desirable publishers –... Continue reading »
by AdExchanger // July 16th, 2014 //
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How Three Targeting Tools Can Drive Mobile RTB Adoption

"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 Jim Caruso, vice president of product strategy at Varick Media Management. Advertisers are very excited about the rapid growth of mobile usage among consumers. By keeping Internet-connected devices close at... Continue reading »
by AdExchanger // April 11th, 2014 //
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