Archive for June, 2009
Tuesday, June 30th, 2009
Quantcast is going ahead with its efforts to offer a new opportunity for marketers who wish to leverage the millions of Quantcast pixels all over the Internet that can help provide insight into audience. Dubbed the “Media Program” (see release), here are the details from Quantcast:
The Quantcast solution applies marketers’ unique customer interaction data from their media campaigns, search activity and brand website visitation to discover the distinctive audience characteristics of their most valuable consumer segments. Lookalike models then identify larger, similar consumer groups across the web. Marketers connect with publisher inventory to purchase these audience definitions, in real time, at scale.
Peter Naylor of NBC Universal and Ed Montes of Havas add some color to the release. AdAge’s Michael Learmonth, who takes an ill-advised swipe at DogTime Media, notes that a lot of large publishers use Quantcast in order to effect better sell-through of their inventory including Time, Inc. No doubt integrating Quantcast’s cookies with any exchange’s cookie set will be important in driving the new product.
The NY Times’ Eric Pfanner covers the apparent kumbaya occurring between Internet firms such as Google and Microsoft and ad agencies as users continue to stay online more and offline with traditional media less.
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Tags: ad agencies, ad exchanges, audience, marketing
Posted in Ad Exchange News | No Comments »
Tuesday, June 30th, 2009
Tim Ogilvie is CEO of AdBuyer.com, an online media buying platform.
AdExchanger.com: What is AdBuyer.com and how did it begin?
TO: AdBuyer.com is a media buying and optimization platform for auction-based media. We provide a full suite of tools to help online marketers understand how their online advertising is performing and what they can do to improve it. We’re integrated with the major search engines and ad exchanges.
We started in 2007 by providing an automated platform for SEM optimization. That includes centralized reporting, bid management and keyword recommendations. We saw display as the next big opportunity to deliver ROI, so we started porting our search algorithms to display about 12 months ago.
Do you consider AdBuyer.com a services business or a technology business?
We’re a technology business. We’re singularly focused on building a platform that delivers the highest ROI for advertisers.
We provide account management and support that helps advertisers become self-sufficient when getting started, but that team is constantly challenged with identifying how we build technology to make our platform easier to use and more automated.
How do you differentiate from other buying platforms and services such as those provided by MediaMath and Invite Media?
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Tags: ad agencies, ad exchanges, advertising networks, media buying
Posted in Ad Exchange News | 1 Comment »
Monday, June 29th, 2009
Following up on last week’s news that Microsoft’s Admira technology would provide the backbone for Publicis/VivaKi’s entrance into the television ad exchange space (Reuters) as advertisers hunt for audience, today finds Microsoft peddling Razorfish to Publicis, supposedly one of the leading candidates to acquire the venerable Seattle-headquartered agency. The rumored acquisition price according to the Financial Times is $700 million – a drop in the bucket to Bernie Madoff perhaps, but sizable nevertheless. Razorfish’s strong demand-side position will make it an attractive jewel for any holding company’s crown.
The Guardian’s Peter Kirwan rallies the display advertising troops in “Display has fallen short but to make money, something must be done.” Kirwan provides an interesting series of quotes. Among them, one from a London-based Google employee: “We’ve proved to advertisers that search works. Now we’re going to prove the value of display. Expect us to do a lot of research.” A national newspaper exec assesses Google’s aspirations simply: “Pipe dream.” OpenX’s Tim Cadogan adds that industry-wide, display has been under-supported with 5x fewer engineers compared to search and suggests that ad exchanges will increase the number of advertisers who buy display as attribution metrics are improved.
Venrock Partners’ Brian Ascher discusses the current state of venture capital with ReadWriteWeb. In the interview, “Brian identified three areas of opportunity. First, better targeting by analyzing social media conversations. Second, ad exchanges. Third, branding via video advertising.” For the full discussion, click here.
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Tags: ad agencies, ad exchanges, Ad Networks
Posted in Ad Exchange News | No Comments »
Monday, June 29th, 2009
Following up on last week’s news that Microsoft’s Admira technology would provide the backbone for Publicis/VivaKi’s entrance into the television ad exchange space (Reuters) as advertisers hunt for audience, today finds Microsoft peddling Razorfish to Publicis, supposedly one of the leading candidates to acquire the venerable Seattle-headquartered agency. The rumored acquisition price according to the Financial Times is $700 million – a drop in the bucket to Bernie Madoff perhaps, but sizable nevertheless. Razorfish’s strong demand-side position will make it an attractive jewel for any holding company’s crown.
The Guardian’s Peter Kirwan rallies the display advertising troops in “Display has fallen short but to make money, something must be done.” Kirwan provides an interesting series of quotes. Among them, one from a London-based Google employee: “We’ve proved to advertisers that search works. Now we’re going to prove the value of display. Expect us to do a lot of research.” A national newspaper exec assesses Google’s aspirations simply: “Pipe dream.” OpenX’s Tim Cadogan adds that industry-wide, display has been under-supported with 5x fewer engineers compared to search and suggests that ad exchanges will increase the number of advertisers who buy display as attribution metrics are improved.
Venrock Partners’ Brian Ascher discusses the current state of venture capital with ReadWriteWeb. In the interview, “Brian identified three areas of opportunity. First, better targeting by analyzing social media conversations. Second, ad exchanges. Third, branding via video advertising.” For the full discussion, click here.
(more…)
Tags: ad agencies, ad exchanges, Ad Networks
Posted in Ad Exchange News | No Comments »
Monday, June 29th, 2009
John Nardone is CEO of [x+1], an online buying platform and data company.
AdExchanger.com: What trends is [x+1] seeing from its clients in 2009? Can you describe momentum for [x+1] this year? Revenues, deal size, vertical strengths, product interests, etc.?
JN: [x+1] has been extremely fortunate in 2009 to see its client list, revenue and average deal size all grow quarter on quarter from 2008. After the first quarter, we announced 81% year over year growth. We’ll be in the same ballpark for Q2.
Results have been based on the strong performance and critical insights we’ve been able to deliver to clients. The insights pay major dividends in terms of client retention and our ability to win additional share of budget. As our clients respond to the global economic recession, we’re seeing them move more money online and specifically into accountable, performance based campaigns. This has been great for us and our outlook for the remainder of 2009 looks very strong.
What third-party platform and data providers is [x+1] using today and why? What is the ultimate goal as you aggregate partners?
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Tags: ad agencies, ad exchanges, Ad Networks
Posted in Ad Exchange News | No Comments »
Thursday, June 25th, 2009
Omnicom Media Group CEO Matt Spiegel let another crumb drop regarding what’s going on with OMG’s media buying platform strategy in an interview with MediaPost’s Laurie Sullivan. Apparently, (no surprise) behavioral targeting is in the middle of it. With the exchange model swimming in data with – potentially – real-time bidding’s help, behavioral targeting and matching audience with campaign goals gets more efficient. Spiegel tells Sullivan “about the need to make display advertising more accountable, while adding transparency into the process. Clients know an audience exists, but questions continue around finding the correct balance between ads, sponsorships and campaigns in social networks.” Sounds like display is a hard sell to clients in its current form at OMG.
Nielsen Online has provided an interesting breakdown of advertising placements by industry for May 2009. See it here.
DoubleClick released a new study it made with Dynamic Logic’s help called, “The Brand Value of Rich Media and Video Ads.” (Download it here.) According to the DoubleClick blog post, the study intends to show “how each of these formats impacts aided brand awareness, online ad awareness, message association, brand favorability and purchase intent.”
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Tags: ad agencies, Ad Networks, advertising, display advertising
Posted in Ad Exchange News | No Comments »
Thursday, June 25th, 2009
Josh Chasin is Chief Research Officer of Comscore, a marketing research company.
AdExchanger.com: Of the three silos of metrics – audience measurement, campaign analysis tools and web analytics – in your opinion, which one is the toughest to grasp for the end client?
JC: One the one hand, I think the most vexing thing for the client is that the three don’t match. In network TV, for example, all metric streams come from the Nielsen ratings– there is no analog to web analytic data (maybe Set Top Box data will get there) and ad campaign data is run off the ratings data. So the advertiser raised on TV is flustered by the fact of multiple metric streams.
On the other hand, there continues to be an issue with both ad server and web analytic data, in that they talk about “Unique Visitors,” but unlike audience measurement they base these measures on cookies. At this point, we all know empirically that cookies are not unique at all, and they can dramatically overstate and thus misrepresent reach. And this isn’t just coming from the audience measurement side of the divide anymore; web analytics guru Eric Peterson summarized the issue nicely right here.
I would refer all prospective Internet advertisers interested in parsing the definitional differences and limitations of the different ways to calculate Unique Visitors to the IAB Audience Reach Definition Guidelines.
How is Comscore quantifying the Long Tail?
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Tags: ad agencies, advertising, audience, comscore, market research, market segmentation
Posted in Research | No Comments »
Thursday, June 25th, 2009
Josh Chasin is Chief Research Officer of Comscore, a marketing research company.
AdExchanger.com: Of the three silos of metrics – audience measurement, campaign analysis tools and web analytics – in your opinion, which one is the toughest to grasp for the end client?
JC: One the one hand, I think the most vexing thing for the client is that the three don’t match. In network TV, for example, all metric streams come from the Nielsen ratings– there is no analog to web analytic data (maybe Set Top Box data will get there) and ad campaign data is run off the ratings data. So the advertiser raised on TV is flustered by the fact of multiple metric streams.
On the other hand, there continues to be an issue with both ad server and web analytic data, in that they talk about “Unique Visitors,” but unlike audience measurement they base these measures on cookies. At this point, we all know empirically that cookies are not unique at all, and they can dramatically overstate and thus misrepresent reach. And this isn’t just coming from the audience measurement side of the divide anymore; web analytics guru Eric Peterson summarized the issue nicely right here.
I would refer all prospective Internet advertisers interested in parsing the definitional differences and limitations of the different ways to calculate Unique Visitors to the IAB Audience Reach Definition Guidelines.
How is Comscore quantifying the Long Tail?
(more…)
Tags: ad agencies, advertising, audience, comscore, market research, market segmentation
Posted in Research | No Comments »
Wednesday, June 24th, 2009
The world of media optimization and ad exchanges is taking off. Need proof? Even AdExchanger.com is getting in the news.
From Cynopsis Digital, an industry newsletter that informs readers about the latest and greatest in the digital media world, comes the following:
“Media buyers, planners and advertisers interested in the growing online ad exchange model should bookmark AdExchanger.com, a thorough news site/blog that delves into trends and happenings in the space.”
AdMeld announced another round of financing today. According to Tech Crunch, the NYC-based firm has raised another $8 million dollars in Series B financing bringing their grand total for investment to $15 million.
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Tags: ad agencies, ad exchanges, Ad Networks
Posted in Ad Exchange News | 1 Comment »
Wednesday, June 24th, 2009
Chip Hall is SVP of Sales and Marketing at Teracent, an advertising creative solutions provider.
AdExchanger.com: What trends have you seen at Teracent in 2009? Can you characterize trends in revenue momentum, deal size, client verticals, consumer audience targets, etc.?
CH: Teracent has seen very positive growth and revenue in 2009 and so far has been more than doubling revenue growth quarter over quarter. The demand for optimized display advertising is immense as the market has fully realized that only a data-driven, algorithmic approach will meet the ROI goals necessary to make display “work.” Our growth is leading us to prepare to announce that we have expanded our sales team in two key markets – New York and Chicago – in response to growing demand for Teracent’s intelligent display ad platform. We have also been running campaigns in Europe since last year and see growing interest in that market as well as Asia Pacific.
In 2009, we began an exclusive partnership with Yahoo to power their “SmartAds” across mobile platforms (in addition to the Web ads we have been powering for them for more than a year), opening up the intelligent display marketplace to new players. This Yahoo! partnership makes Teracent the ONLY media delivery platform that is able to optimize and analyze media delivery to both Web and mobile campaigns from the same set of audience.
In regards to new clients, we have experienced growth in the retail, automotive and travel verticals. Deal dynamics see clients testing the platform first on a small portion of their available inventory and then scaling programs when they see that Teracent exceeds their goals.
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Tags: ad agencies, Ad Networks, advertising, Creative Optimization, marketing
Posted in Creative | No Comments »
Tuesday, June 23rd, 2009
“Give us back our lunch money!”
At times, the loathing is over the top. Certain members of the advertising ecosystem (even ad networks) have little respect for the ad network model. It’s as if someone stole the complainers’ lunch money each and every day of the year.
All ad networks have ever done is provide a service which matches a buyer’s need with a seller’s and fill a market opportunity. If you don’t want to participate, you don’t have to.
As real-time, impression-level bidding comes online, no doubt many will see the end of the ad network on the horizon as the advertisers buy only what they want according to data feeds assessing the impression and ROI metrics through the exchange model. No waste. No more ad network buys where a part of the inventory is high performing enough to overcome ineffective, backfilled inventory that maximizes ad net profits while still meeting the advertiser client’s goals.
From the supply-side perspective, pricing and control will move back into the publisher’s hands with RTB as liquidity improves. No more ad networks re-selling their site by taking advantage of market inefficiencies and oversupply which drive down pricing. Even better for publishers, if they have a valuable brand, they can leverage this in the open auction as it becomes a key data point especially for brand marketers.
It’s the beginning of the end of the ad network as we know it… but just as we know it.
(more…)
Tags: ad exchanges, Ad Networks, real-time bidding, rtb
Posted in Ad Exchange News | 2 Comments »
Tuesday, June 23rd, 2009
Alan Schanzer is Chief Strategy Officer, Undertone Networks, an online advertising network.
AdExchanger.com: Of the four ad solutions you provide according to your website (Display Ads, Synched Ads, Undertone Video and Full Page Ads), which is the fastest growing and why? Any surprises or trends that you’ve seen in 2009?
AS: We are seeing growth in most of our higher impact units including all forms of video, rich media and a new product which allows a user to connect an ad or offer directly to a mobile device, Web based calendar, Twitter stream or social media environment. This growth is being driven by brand and direct response marketers who seek both impact and performance and are interested in experimenting online beyond the basic banners with units that have TV characteristics (site, sound, motion) but aren’t necessarily a replication of TV creative.
In a recent Advertising Age article, it was noted that Undertone will refund a campaign as much as $50,000 if impression quality slips. How do you determine quality? Please provide an example. Have you made any refunds yet?
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Tags: Ad Networks, advertising, Agencies, display advertising, marketing, undertone networks
Posted in Ad Networks | No Comments »
Tuesday, June 23rd, 2009
Alan Schanzer is Chief Strategy Officer, Undertone Networks, an online advertising network.
AdExchanger.com: Of the four ad solutions you provide according to your website (Display Ads, Synched Ads, Undertone Video and Full Page Ads), which is the fastest growing and why? Any surprises or trends that you’ve seen in 2009?
AS: We are seeing growth in most of our higher impact units including all forms of video, rich media and a new product which allows a user to connect an ad or offer directly to a mobile device, Web based calendar, Twitter stream or social media environment. This growth is being driven by brand and direct response marketers who seek both impact and performance and are interested in experimenting online beyond the basic banners with units that have TV characteristics (site, sound, motion) but aren’t necessarily a replication of TV creative.
In a recent Advertising Age article, it was noted that Undertone will refund a campaign as much as $50,000 if impression quality slips. How do you determine quality? Please provide an example. Have you made any refunds yet?
(more…)
Tags: Ad Networks, advertising, Agencies, display advertising, marketing, undertone networks
Posted in Ad Networks | No Comments »
Monday, June 22nd, 2009
This past week, the Internet Retailer Conference took place in Boston, and several hot start-ups showed their wares including attribution analytics provider, ClearSaleing, who launched their attribution management platform at the show. The good news doesn’t stop there for ClearSaleing whose co-founder and chief innovation officer, Adam Goldberg, told The Wall Street Journal that revenue growth is easily moving in the right direction: “ClearSaleing has seen its revenue grow every month and has increased its marketing budget ten-fold this year.”
Yahoo! announced a new self-service display ad product which is powered by Seattle-based AdReady (CEO Aaron Finn’s AdExchanger.com Q&A from last month is here and read today’s release). AdAge’s Michael Learmonth reports that the new product dubbed, “My Display Ads [is] a bid to win over local advertisers and convert search advertisers to display.” We’re not sure that this is to “convert.” From here, this is another tool in the smaller budget marketers toolkit. To abandon search’s prime, intender position in the purchase funnel would be foolhardy.
There was no mention in the AdAge story of how attribution is being solved as understanding how display is assisting search will be critical in making this product work.
(more…)
Tags: ad exchanges, advertising, marketing
Posted in Ad Exchange News | 1 Comment »
Sunday, June 21st, 2009
As the technology mashup evolves in digital advertising, the effective management of data is bringing increasing transparency and control for buyers and sellers of online media.
ROI, CPA, CPM, KPI, CTR – a rapper’s dream! – and other acronyms abound as we quantify the ongoing optimization of media.
But, where is the user in all this? Are we just living off the poor bastard? Will future privacy restrictions be the user’s revenge?
There’s a great thread on optimization which begins with a post by Varick’s Darren Herman. Improving overall media performance these days remains relatively manual, all things considered. There is no magic dial for optimizing display across the three different silos of creative, contextual/semantic and behavioral/demographic framed succinctly here by Greg Hills. To a degree, “the struggle” continues on the buy side to manually find just the right settings for client campaigns.
And, though the goal of the right settings leads to profits and happy clients, does it lead to a happy user? As it stands right now in an open auction of the display ad exchange, yes and no.
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Tags: ad exchanges, Ad Networks, advertising, Agencies, marketing, media buying
Posted in Online Advertising | 1 Comment »
Friday, June 19th, 2009
A new Comscore study sponsored by the OPA promotes the use of ad exchanges.
No, we’re not joking.
Of course, we’re pretty sure that wasn’t the OPA’s intention, but the new study says that display advertising drives interaction and conversion for brand campaigns. Thank you, OPA.
Clearly, the OPA wants to promote the use of CPM campaigns on large publisher sites and how it’s not always about “the click,” which is thought particularly powerful in search, less so in display inventory – until now! You can view the presentation on Business Insider which also covers the details. The OPA lists a selection of the good news for brand advertisers who use display advertising (exchanges) in its release:
* One in five conduct related searches and one in three visit the brands’ sites
* Users spent over 50% more time than the average visitor to these sites and consumed more pages
* Users spent about 10% more money online overall, and significantly more on product categories related to the advertised brands
* Higher income audiences visited the advertisers sites
Yahoo!’s Right Media Exchange lives! During the recent OMMA Publish conference, RMX announced two, new service offerings which are “designed to help publishers, agencies and ad networks navigate changes across the industry.” With one product called “Performance Sales Enablement,” RMX is looking to turn publishers into DR advertisers. With “Display Extension,” Yahoo!’s Right Media is targeting SEM agencies who have yet to dabble in the display space. Read more on the Right Media blog.
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Tags: ad agencies, ad exchange, ad exchanges, Ad Networks
Posted in Ad Exchange News | No Comments »
Thursday, June 18th, 2009
Agencies took to the stage to tell their side of the online advertising story during yesterday’s OMMA Publish conference in New York City.
Moderated by Break Media’s Andrew Budkofsky, the panelists included Jonathan Chin from MediaVest, Erin Matts from OMD, Kristine Munsen from Universal McCann, Donnie Williams at Horizon Media and Havas Digital’s Ed Montes.
During the Q&A portion of the session, an audience member from an ad network suggested that agencies are having trouble communicating with their partners by not returning phone calls, providing feedback, etc. He wondered aloud if this was due to planners and buyers being overwhelmed or if it was a training issue that agencies should tackle.
Havas’ Montes quickly went on the offensive:
There probably is a lack of training and as a group we have invested a lot of money and training on both a platform basis, people basis and what not. I think that there’s a generational issue too – I don’t know how old you are, but it’s pretty well documented that there’s a different attitude among millenials as far as how an X or boomer would work.
I’d say the last thing is I actually think your organizations are doing a poor job of building relationships if people aren’t getting back to them. At the end of the day it’s a relationship-based business and people who are successful that I can see when I see what publishers are doing well in my portfolio of business, I’m sometimes surprised that it’s not the larger publishers, the bigger brands.
When you dig deep into that it’s because a particular salesperson or sales group has done a very good job of building a relationship with those day-to-day people and I think that goes a long way.
Take a step back and think of the perspective of an assistant buyer or buyer, they’re probably underpaid, they’re probably overworked and you’re harassing them. Think of it from that perspective. I’m not disputing training needs to improve at the agency level. I agree with you on that. But, it’s not always them. Think of their day-to-day demands and think of where they are from a lifestyle standpoint.
Millenial attitudes or overworked buyers? Please feel free to comment.
Tags: ad agency, Ad Networks, display advertising, Publishers
Posted in Agencies | No Comments »
Thursday, June 18th, 2009
Agencies took to the stage to tell their side of the online advertising story during yesterday’s OMMA Publish conference in New York City.
Moderated by Break Media’s Andrew Budkofsky, the panelists included Jonathan Chin from MediaVest, Erin Matts from OMD, Kristine Munsen from Universal McCann, Donnie Williams at Horizon Media and Havas Digital’s Ed Montes.
During the Q&A portion of the session, an audience member from an ad network suggested that agencies are having trouble communicating with their partners by not returning phone calls, providing feedback, etc. He wondered aloud if this was due to planners and buyers being overwhelmed or if it was a training issue that agencies should tackle.
Havas’ Montes quickly went on the offensive:
There probably is a lack of training and as a group we have invested a lot of money and training on both a platform basis, people basis and what not. I think that there’s a generational issue too – I don’t know how old you are, but it’s pretty well documented that there’s a different attitude among millenials as far as how an X or boomer would work.
I’d say the last thing is I actually think your organizations are doing a poor job of building relationships if people aren’t getting back to them. At the end of the day it’s a relationship-based business and people who are successful that I can see when I see what publishers are doing well in my portfolio of business, I’m sometimes surprised that it’s not the larger publishers, the bigger brands.
When you dig deep into that it’s because a particular salesperson or sales group has done a very good job of building a relationship with those day-to-day people and I think that goes a long way.
Take a step back and think of the perspective of an assistant buyer or buyer, they’re probably underpaid, they’re probably overworked and you’re harassing them. Think of it from that perspective. I’m not disputing training needs to improve at the agency level. I agree with you on that. But, it’s not always them. Think of their day-to-day demands and think of where they are from a lifestyle standpoint.
Millenial attitudes or overworked buyers? Please feel free to comment.
Tags: ad agency, Ad Networks, display advertising, Publishers
Posted in Agencies | 1 Comment »
Thursday, June 18th, 2009
Yesterday’s OMMA Publish conference in New York City was at full capacity as publishers came to swap stories and look for solutions in a down economy. One panel, ably moderated by MediaPost’s Joe Mandese, struck at one of the core bones of contention: how to deal with ad networks.
The panel, with the linkbait title, “Fire Your Network: The Great Debate,” showed how publishers still see ad networks as the enemy for effectively causing conflict with their direct sales channel as well as making incremental revenue from data generated, in part, by publishers. Joining Mandese was Richard Frankel of Rocket Fuel, David Koretz of Adventive and BlueTie, David Roter of ESPN, Alan Schanzer of Undertone Networks and Walker Jacobs of Turner Broadcasting System, Inc.
Jacobs crystallized the large publisher’s thinking for the crowd. And surprisingly for some, he thinks ad networks aren’t all bad:
There is most definitely a valuable place in the ecosystem for ad networks. Particularly those that are helping small and mid-size publisehers save costs and [its an easy way] to put together sales organizations, easy way to gather valuable audiences whether its sports or any other category. I see great value in that.
It’s interesting. You just take a look at the business model, though. The question is: should we perpetuate our own demise? – [particularly] when you look at the business model and how most of these ad networks have made a lot of their money.
(more…)
Tags: Ad Networks, advertisers, Agencies, Publishers, real-time bidding, rtb, Technology News
Posted in Publishers | No Comments »
Thursday, June 18th, 2009
Yesterday’s OMMA Publish conference in New York City was at full capacity as publishers came to swap stories and look for solutions in a down economy. One panel, ably moderated by MediaPost’s Joe Mandese, struck at one of the core bones of contention: how to deal with ad networks.
The panel, with the linkbait title, “Fire Your Network: The Great Debate,” showed how publishers still see ad networks as the enemy for effectively causing conflict with their direct sales channel as well as making incremental revenue from data generated, in part, by publishers. Joining Mandese was Richard Frankel of Rocket Fuel, David Koretz of Adventive and BlueTie, David Roter of ESPN, Alan Schanzer of Undertone Networks and Walker Jacobs of Turner Broadcasting System, Inc.
Jacobs crystallized the large publisher’s thinking for the crowd. And surprisingly for some, he thinks ad networks aren’t all bad:
There is most definitely a valuable place in the ecosystem for ad networks. Particularly those that are helping small and mid-size publisehers save costs and [its an easy way] to put together sales organizations, easy way to gather valuable audiences whether its sports or any other category. I see great value in that.
It’s interesting. You just take a look at the business model, though. The question is: should we perpetuate our own demise? – [particularly] when you look at the business model and how most of these ad networks have made a lot of their money.
(more…)
Tags: Ad Networks, advertisers, Agencies, Publishers, real-time bidding, rtb, Technology News
Posted in Publishers | No Comments »