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»will doherty

Who Wins And Loses As Brands Flee The Long Tail?

Marketers taking a conservative approach to brand safety are pulling back from buying the long tail to minimize their exposure to fraudulent, non-viewable and brand-unsafe inventory. As premium publishers develop strong programmatic capabilities, brands are transacting with them directly rather than on the open exchange. EMarketer predicts that nearly 80% of programmatic dollars will be... Continue reading »
by Alison Weissbrot // April 11th, 2018 //
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The Future Of The Header Goes Beyond Bidding

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Will Doherty, vice president of business development at Index Exchange. Header bidding is the rare ad tech phenomenon where the noise is equal to the fury. Its staggering growth and adoption has propelled it... Continue reading »
by AdExchanger // November 4th, 2016 //
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Scarcity: Programmatic’s Single Biggest Challenge And Opportunity

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Will Doherty, vice president of business development at Index Exchange. The concept of scarcity tends to have a negative connotation, as anyone who has ever shopped for real estate in a hot market can... Continue reading »
by AdExchanger // March 18th, 2016 //
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Why It’s So Hard To Determine Success In This Rapidly Evolving Programmatic Landscape

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Will Doherty, VP of business development at Index Exchange. The digital advertising industry is rapidly reaching a maturation point, particularly in programmatic. The widespread development of native advertising and even the much-talked-about promise of... Continue reading »
by AdExchanger // January 15th, 2016 //
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Publishers Must Approach Technology As An Investment, Not An Expense

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Will Doherty, vice president of business development at Index Exchange. There is a reason that B2B and enterprise companies, such as IBM, Oracle, Salesforce and HP, are so successful. Just as their customers must... Continue reading »
by AdExchanger // October 30th, 2015 //
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Are We Losing What It Means To Be Human In Our Quest For Programmatic Efficiency?

"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 Will Doherty, vice president of business development at Index Exchange. As part of its recent Artificial Intelligence work, Google has been having conversations with its machines. Human: What is the... Continue reading »
by AdExchanger // July 24th, 2015 //
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Viewability: A Currency, Not A Metric

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Will Doherty, VP of business development at Index Exchange. In order to effectively leverage viewability in a programmatic marketplace, buyers and sellers need to start thinking of it as a currency and not as... Continue reading »
by AdExchanger // May 8th, 2015 //
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The Supply Side’s Next Market Opportunity: Accountability

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Will Doherty, senior director of business development at Index Exchange, a division of Casale Media Inc. There is just one path forward for the sell side of digital advertising: total accountability. As fraud persists... Continue reading »
by AdExchanger // January 9th, 2015 //
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Dynamic Price Floors Perpetuate An Ad Stack Cold War

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Will Doherty, senior director of business development at Index Exchange, a division of Casale Media Inc. The jig is up. And it’s been up for a long while. It’s time to move past dynamic... Continue reading »
by AdExchanger // October 22nd, 2014 //
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Why I Joined The Supply Side

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Will Doherty, senior director of business development at Index Exchange, a division of Casale Media Inc. For four years, I oversaw business development for a programmatic buying platform that integrated supply sources and data... Continue reading »
by AdExchanger // September 5th, 2014 //
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