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»varick media management

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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MDC Partners Shuffles Media Units, Spins Off ‘Assembly’

Agency holding company MDC Partners has rebranded its Maxxcom Global Media unit as MDC Media Partners. It has also rolled two prior agency acquisitions, TargetCast and RJ Palmer, into a new, 250-person-strong media agency called Assembly, which will function as a unit within MDC Media Partners. Assembly combines resources from independent media communications agency TargetCast... Continue reading »
by Kelly Liyakasa // March 5th, 2014 //
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Why Private Exchanges Can Be More Than Just A Publisher Tool

"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. Online advertising is workflow-intensive, requiring agencies to field large teams of media planners and buyers to deal with orders. RTB has emerged to... Continue reading »
by AdExchanger // February 3rd, 2014 //
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Darren Herman, Agency VC And Trading Desk Co-Inventor, Exits MDC Partners

A progenitor of the agency trading desk concept and key advocate for programmatic buying within the agency world is leaving his multifaceted role at MDC Partners. For the past six years, Darren Herman's business cards have carried titles including chief digital media officer at MDC media agency The Media Kitchen; CDMO at Kirshenbaum Bond Senecal... Continue reading »
by Zach Rodgers // November 21st, 2013 //
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MDC Partners Sees Boost From Varick Trading Desk, Plans Modest Digital M&A

Data-driven buying methods have boosted media margins at MDC Partners, although programmatic is still small as a percentage of the whole business. On the holding company's earnings call yesterday, CEO Miles Nadal said digital media stands out in its portfolio of marketing services firms with margins surpassing 20%. "Strategically, our media investments especially digital media... Continue reading »
by Zach Rodgers // July 26th, 2013 //
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Centro Expands Locally Focused 'Brand Exchange' To Mobile, Tablet Inventory

Centro is bringing mobile and tablet ad inventory to its programmatic display ad serving system, called Brand Exchange. Publishers and agency trading desks AdExchanger spoke with view the offering as a way to further unlock the largely untapped local ad market. While mobile and tablet usage is growing, it's still a mere fraction of the... Continue reading »
by David Kaplan // June 24th, 2013 //
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State Of Varick Media: Selling RTB Inside The Holding Company And Out

Paul Rostkowski is President at Varick Media Management, an agency trading desk and part of agency holding company MDC Partners. As part of AdExchanger's "State of" series, we spoke to Rostkowski last week about the state of Varick Media and industry trends. Click below or scroll for more: Differentiating Varick's Trading Desk On Today's Data Markets Media... Continue reading »
by AdExchanger // July 5th, 2012 //
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Liquidity is "Easy," Valuation is Hard

"The Provocateur" column is intended to incite discussion on a variety of topics around the evolution of digital media. Darren Herman is Founder, Varick Media Management and Chief Digital Media Officer of kirshenbaum bond senecal + partners Liquidity is "Easy," Valuation is Hard - Current "demand side" technology platforms do not ingest client side data... Continue reading »
by AdExchanger // February 22nd, 2010 //
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While Exchanges are Hot, It's Actually Not About the Exchange

"The Provocateur" column is intended to incite discussion on a variety of topics around the evolution of digital media. Lots of conversation and buzz around advertising exchanges (and exchange-like players) such as the Google Advertising Exchange, Right Media at Yahoo!, AdECN at Microsoft, Pubmatic, Rubicon Project, FIM Serve, etc., as they are popping up around... Continue reading »
by Ad Traders // September 30th, 2009 //
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On The DoubleClick Ad Exchange: Darren Herman, Varick Media Management

Darren Herman is the Founder and President of Varick Media Management, an audience and media buying platform, and a unit of MDC Partners. DH: We (at VMM) are excited about the promise of the next version of exchanges. A lot of talk has been around real-time bidding and Google should deliver on this. The impact... Continue reading »
by AdExchanger // September 21st, 2009 //
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