Leading Operations Online

When considering which data to buy and layer onto campaigns, marketers are becoming lost in a sea of segments. Several data buyers have told me they have access to 50,000 segments. That’s 50 with 3 zeroes. Which cookies should you buy? How can you differentiate one company’s 500 segments from the thousands of others available out there? “Automotive Data from Company 1” is indistinguishable from “Automotive Data from Company 2” in a buyer UI.


(Story image by Robert Roxby.)

One useful distinction to note when deciding on purchases is whether the data is sourced offline or online. For the last two years, the old and new worlds of data collection have been colliding, and they are very, very different.



DataXu, provider of the industry’s no1 ranked DSP today (10 Jan 2012) announced that it had acquired Europe’s leading DSP platform Mexad.

Read our Q&A on the thought process behind the decision and more with DataXu’s Vice President of Marketing Jule Ginches below.

Rumor has it, DataXu's technology was originally developed for the Mars Lunar Lander – how did you go from space to digital advertising?

DataXu was co-founded by CEO Mike Baker and by Dr. Edward Crawley, Ford Professor of Engineering at MIT and Professor of Aeronautics and Astronautics whose team was studying advanced aeronautics and designing mission control systems for NASA. Two additional co-founders, Dr. Willard Simmons and Sandro Catanzaro, worked on MARS mission planning with Dr. Crawley at MIT using...


Offering further proof of how much online display technology is inspired by the financial industry, Legolas Media announced numerous agency partners, including Horizon Media, on board with its audience futures marketplace. Employing a complex algorithm that incorporates 10,000 data points regarding audience targeting, Legolas enables publishers to sell guaranteed inventory based on the likelihood of targeted audiences visiting the site. We caught up with Yoav Arnstein, Legolas' CEO and cofounder, who was kind enough to explain how publishers use the company's technology as well as how advertisers buy on the Legolas Marketplace.


What are audience futures, and what was Legolas’ inspiration for building the technology to bring them to market?



In this performance-driven medium, the push to increase performance is never-ending. I’ve seen many publishers invest deeply in people, process and technology to increase the revenue a page can yield, independent of the number of times it has been viewed. Today, it’s fairly common to have an internal discipline around optimizing unsold ad space, managing rate cards, packaging, links, etc.


As I work with publishers both large and small, there is a growing realization that working with data is the next logical step in leapfrogging page yield up another couple of notches. Here are some of the perspectives I gained from content thought leaders over the last few months.

1. Page yield is about optimizing the value the page has to the advertiser, publisher and user.



My grandfather was my idol growing up. A man of conviction, intelligence and balance, he was my blueprint for personal and commercial success. While he said many things that I use for personal guidance every day, regarding business he once said, “Vikram, you need to build something. It’s all well and good to enable but there’s no real substitute for getting your hands dirty.”

I will grant that he was using the building analogy in both a metaphorical and a physical sense – he was responsible for building the hydro-electric dams that still power the city of Bombay today. However, until I went to work for the consumer media division of Thomson Reuters in July 2011, I felt like I had not explored his statement in any depth.

The Precursors


Rocket Fuel