Leading Operations Online
Edward Montes will be presenting a keynote address When will Online Advertising Evolve? at OPS US in New York on September 30, 2010. In advance of the event we talked him a few questions about the evolution of online advertising.
Q: Please tell us a bit about what you are doing in your current role with Havas Digital.
A: As North American Managing Director I run all of Havas Digital's North American operations which includes Media Contacts, Mobext, AIS, Artemis, Adnetik and Innova.
Q: I'm sure you will elaborate in your presentation but can you briefly talk about how you think the industry has "failed to evolve?"
A: Sure, I will dive into this deeper during my keynote but my general feeling is that the industry has missed on attribution. I think we have distorted what matters to marketers and brands. We have operated with blinders on as...
In advance of the EU Network Ops Forum we asked keynote speaker Sacha Berlik of Mexad a few questions about the new data driven marketplace.
Q: Can you tell us about Mexad and what role the company has in the industry?
SB: Mexad’s core team are made up of Ad Exchange Veterans who have worked with exchanges since 2005 as well as Ad Network Veterans who have been in the industry since 1995. With offices in the UK, Germany and Austria (and two more in Q3 2010) mexad is the only service & technology provider focusing on RTB and Ad Exchange bid management in a pan-european scale. We don’t believe that a dashboard DSP is currently able to deliver the complex media solution that agencies need in order to build their own RTB-Operations. Our target is to teach and evangelize agencies on a pan-european level of the different RTB-sources and quality levels...
Maybe the title of the post is hyperbolic but at least this idea could put a big dent in their agency revenues.
Note: these are my thoughts, not necessarily reflected of my employer.
We talk about agencies having a digital backbone. Yet, for the most part, the technologies are licensed. For today’s and yesterdays reasoning, this made somewhat sense. Moving forward, I think I lie on the other side of the fence and could argue that agencies or their holding co., should own/operate their infrastructure.
For todays post, let’s focus on the most essential part: the ad server and data store.
I’m skeptical of Google and MSFT, specifically with the hundreds of billions of impressions they serve collectively. It would make sense that every campaign served thru them would make them smarter. Hey Toyota, did you know that your campaign for the Toyota Camry just made Honda’s campaign for the Accord much smarter?
There is the above issue and now an important one. MSFT and GOOG can see every...
Matt Barash, Director of Publisher Development at Fox Audience Network, will be speaking at the US Network Ops Forum in San Francisco on June 17. In advance of his presentation we spoke with him about data and related techonologies.
Q: Please give us a little information about your background in the industry and your current role with Fox Audience Network.
MB: I’m currently the Director of Publisher Development at the Fox Audience Network, where I’m responsible for building and maintaining FAN’s publisher and supply side relationships.
Since we launched the third party business in the Fall of 2008, we’ve built out a portfolio of more than 800 publishers with whom we work with in a variety of ways – some focused on media exclusively, others on data integrations, while many leverage both as part of our integrated partnership proposition. FAN’s growth has been astounding...
Jennifer Witt, Director of North American Ad Operations for Adconion Media Group, will be leading a session at the US Network Operations Forum on third party data providers. In advance of the conference we asked her a few questions about data collection and verification.
Q: Please tell us a little bit about your background and your current role at Adconion.
July will mark my three year anniversary at Adconion. Initially, I was tasked with developing hybrid Business Intelligence/Ad Operations requisitions that drove incremental GP, then transitioned into the Director of North American Ad Ops role to hire out our team in Santa Monica. I've had the privilege of personally hiring and nurturing my team into what I believe is an industry leading ad operations group.
Additionally, as our ad serving, reporting, and contract management systems are proprietary, I've enjoyed participating as a key stakeholder on many of our new and...