Let's face it – it isn't easy to adapt to every change in our rapidly evolving market – even for the best of companies. Seemingly every day we learn about new platforms, new devices, new consumer behaviors and expectations, new forms of monetization, etc. And with startups continuously being launched…
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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 frustrations of the world of digital media operations are many, though assumptions about its preeminent position for highly qualitative and accountable messaging are rarely questioned. Yet if the digital world is so great with respect to accountable and qualitative measurement, why do we have so many issues compared to…
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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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Making the dive into programmatic buying can be daunting, but a lot less so when fortified policies are in place. Below is an amalgam of how aggressive Media Trust clients in particular address ad quality and data leakage issues, split into four quality segments. Ad Security Data Security Ad Quality…
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Making the dive into programmatic buying can be daunting, but a lot less so when fortified policies are in place. Below is an amalgam of how aggressive Media Trust clients in particular address ad quality and data leakage issues, split into four quality segments. Ad Security Data Security Ad Quality…
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Programmatic buying is proven to provide a lift in CPMs. The overall benefit of programmatic buying far outweighs the energy and expense required to manage ad quality and data leakage. When diving in, it is important to remind yourself that programmatic buying requirements are no different than the fundamental operational…
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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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