Leading Operations Online

“This is not a silver-bullet conference,” said AdMonsters Publisher Rob Beeler in his opening remarks at OPS NY this past June 7. “Does anyone make or use silver bullets anyway?”

This was tamed down from my suggestion that any one of the 800 attendees using the term “silver bullet” be flogged on the spot, but it got the same message across: OPS is not about finding magical fixes (or snake oil, depending on your perspective) for digital media monetization and marketing troubles. Instead, it’s about recognizing the myriad issues plaguing our industry, drawing them out to the forefront via discussion, and discovering together the path forward.

But that makes the massive day of sessions and discussions sound much more dull (or painful) than it was. I moderated six or seven conversations (I lost count) throughout the day, and was surprised how much I felt I learned. Suddenly where digital media is headed seems a lot clearer, though I’m sure a few curveballs and acquisitions (...

One of the key mantras of digital media has long been “the right ad to the right person at the right time.” Frequently promised, it’s debatable how well that goal has been delivered upon. Data is essential in transacting on programmatic deals, and while the transparency and depth of insights in that data has evolved greatly, the metrics on which those deals are transacted are still lagging somewhere behind. The digital marketplace has evolved to target individual people. The preferred model for programmatic, though, is the CPM model, and that’s been the case for 20 years now.

Sonobi has just released a white paper—the third in a series on what the next iteration of programmatic might look like—called “Evolution of a Market—Impression to People: Cost per Viewable Person—The Metrics That Matter.” In it, white paper author and Sonobi CEO Michael Connolly argues this model...

It’s been a busy few months for Index Exchange. In April, Google announced the exchange as a launch partner as it opened up its Dynamic Allocation server-to-server connection within Doubleclick for Publishers to third-party demand. Then in May, Index and AppNexus announced seamless integrations with each other’s wrappers, pointing toward potential header standardization.

Before he leads a kick-off session with Time Inc.'s Kavata Mbondo at OPS on June 7 in NYC, we caught up with Index SVP of Partner Development Alex Gardner and assailed him with questions (well, some he knew were coming)...

Yield strategists… Are they actually sorcerers? Because bringing together a slew of seemingly disparate revenue channels while also breaking them into functional units in order to optimize revenue sounds like some kind wizardry beyond the realms of science.

Impossible, you say? No, it’s not magic, Operative CEO Lorne Brown explains in this preview for a June 7 OPS NYC panel examining the yield curve and how time-based transactions fit into its ever-shifting arc. Brown argues that bridling the yield curve requires not just a refined toolset, but also a gathering of strategic minds.

GAVIN DUNAWAY: In the simplest terms, what is the yield curve and why do I want to embrace it?

LORNE BROWN: A publisher’s greatest asset is their ability to sell one audience across multiple channels. The “...

When they first hit the scene, private marketplaces were heralded as a promising next step in the evolution of programmatic: a way for buyers and sellers to transact efficiently in a trusted and highly valued environment.

Unfortunately, that’s not how PMPs have panned out for publishers, at least not across the board. Talking to publishers, you’ll hear a lot of frustration: PMP deals are next-to-impossible to plan thanks to audience forecasting woes, difficult to scale and generally labor- and time-intensive. Publishers are aware or the value PMPs are supposed to offer, but often suspect there are other channels where they could better invest their efforts and see greater returns.

At the same time, PMPs certainly haven’t gone away and there’s enough interest on both the buy and the sell side to try to improve PMPs, rather than abandon them for something else. To that end, Sonobi released a whitepaper this week called Evolution of a Market –...

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