Leave it to Google to blur the lines between direct and indirect sales. In June, DoubleClick launched Preferred Deals in beta, allowing publishers to offer chosen buyers a sneak peek at certain inventory before it hit the wider exchange. However, the inventory is fixed-price – fixed price and non-guaranteed? Madness!…
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We often group advertisers into two buckets: the creative and the practical. But is one group really an extension of the other?Consider this analogy: if you went to the beach this summer, you probably spotted seashells and thought that the pattern on each shell was beautiful and unique – that…
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The RTB marketplace is not yet operating as a truly efficient market with equal benefit to both sides. This is due to basic economics: Supply exceeds demand, and auction-based pricing combined with low bid density results in a market rife with arbitrage.Buyers are accustomed to drawing from a large commoditized…
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The latest TubeMogul report on video RTB in the UK found that inventory available for RTB grew at a fleet 13.8% rate per month during the second quarter of 2012, maxing out at 29.9 million streams per day in July. However, average CPM took a nose dive, from £6.47 in…
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Location has been the talk of the mobile town lately, and we caught up with Kathy Leake, President of LocalResponse and one of the most powerful women in mobile advertising, according to Business Insider, to get her take on the strides the company has been taking and on the direction of…
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It's a gorgeous day on Boston's waterfront, and I'm going to have trouble keeping my eyes off the boats gliding across the harbor. After a night of cupcakes and cocktails at the World Trade Center, our attendees are trickling through the door, eager for Adam Cahill, EVP and Co-Media Director at…
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Yes, audience data is kind of a monster to most publishers, but it's a friendly one, kind of like the wiseacres in Monsters, Inc. Really, you can't be scared to embrace it. Before he explains the art of audience market navigation to the Boston PubForum audience, we caught up with DoubleClick…
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The term seemed to be omnipresent at Digiday Exchange last Thursday. “Programmatic premium” – The phrase came up in many sessions and was overheard in chatter during coffee breaks. If programmatic premium had a scent, it would have lingered throughout the great hall of the W Hotel all day long.During…
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On Wednesday, Boston PubForum sponsor and digital video specialist Visible Measures announced it had hauled in an impressive $21.5 million in funding. We caught up with Paul Botto, GM of Analytics & SVP of Business Development, to hear how the company has pushed beyond its video analytics roots, the value of…
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The past two weeks’ Olympic triumphs and tragedies have driven home to me the importance of publishers’ need to use technology to monetize dramatic spikes in traffic. Ok, you wonder how I can make the leap from sports spectaculars to advertising inventory monetization.London 2012 is an amazing – actually a…
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