Tag Archives: RTB

Does Driving Efficiency Drive Profit (A Contrarian View of RTB)

May 20, 2013 · by · in Digital Display, Real Time Bidding (RTB)

I’ve always loved the notion of programmatic RTB. As a data hound and an early adopter of Appnexus , the notion that advertisers can achieve highly granular levels of targeting and utilize algorithms to impact performance is right in my wheelhouse. Today’s ad tech, replete with 300 companies that enable data-driven audience segmentation, targeting, and […]

Is Programmatic Premium?

February 18, 2013 · by · in Media Buying, Media Planning, Programmatic Premium

As the bloated Display LUMAscape shifts, more and more companies focused on real time bidding are turning their venture-funded ships in the direction of “programmatic premium” and trying to pivot towards an area where nearly 80% of display media budgets are spent. This has been called the “Sutton Pivot,” referring to the notion of robbing […]

Programmatic Premium is not about Bidding

February 5, 2013 · by · in Media Planning

 “A market is never saturated with a good product, but it is quickly saturated with a bad one” – Henry Ford When it comes to digital publishing sales, it seems like many publishers are questioning whether the product they have—the standard banner ad—is what they should be selling. Last month, I wrote that 2013 would […]

Managing Data in [real] Real-Time

January 8, 2013 · by · in Big Data, Data Management Platform, DMP

A Conversation with Srini Srinivasan, Founder and VP Operations of Aerospike Even today, the notion that a consumer can go to a website, be identified, trigger a live auction involving as many as a dozen or more advertisers, and be served an ad in real-time, seems like a marvel of technology. It takes a tremendous […]

Death of the Digital Media Agency (Redux)

December 14, 2012 · by · in Media Buying, Media Planning, Uncategorized

Last year, I wrote that the digital agency was dead. I was mostly talking about how platform technology was going to knock a lot of digital media agencies out of business. In a world where over five trillion banner impressions are available every month, I argued, it was simply too much for humans to navigate […]

Ad Tech’s Walking Dead Startups (DigiDay Interview)

August 25, 2011 · by · in Demand Side Platform (DSP), Digital Display, Digital Media Ecosystem, Online Media, Real Time Bidding (RTB), TRAFFIQ

Chris O’Hara is svp of marketing and sales for Traffiq, a digital media optimization company. He has referred to the clutch of ad tech companies with sizable bank accounts from VC investment, not profits, as the walking dead. O’Hara believes that it’s only a matter of time before a massive fire sale begins in the […]

The RFP is Dead: New Concepts in Audience Discovery

August 19, 2011 · by · in Advertising Agencies, Demand Side Platform (DSP), Digital Display, Digital Media Ecosystem, Media Buying, Media Planning, Online Media, Real Time Bidding (RTB), TRAFFIQ

The Programmatic Approach to Media Allocation is Coming Soon to a Platform near You. Since its inception, advertising has always been about putting the right message in front of the right audience. Back when televisions were really expensive, and people used to gather around them in bars to watch baseball, beer companies started to do […]

TRAFFIQ Talks Private Marketplaces and Other Platform Enhancements

July 27, 2011 · by · in Advertising Agencies, Data Management Platform, demand side platform, Demand Side Platform (DSP), Digital Display, Digital Media Ecosystem, DMP, Media Buying, Media Planning, Online Media, Real Time Bidding (RTB), Remnant Monetization, TRAFFIQ

ADOTAS – Demand-side digital media management platform TRAFFIQ expands its offerings so much that it’s hard to keep up. Fortunately, we were able to hit Senior Vice President of Sales and Marketing  (and regular Adotas contributor) Chris O’Hara with questions regarding the platform’s latest upgrades (including customized and private publisher portfolios and enhanced financial management tools) […]

Epic FAIL

July 20, 2011 · by · in Advertising Agencies, Data Management Platform, demand side platform, Demand Side Platform (DSP), Digital Display, Digital Media Ecosystem, DMP, Marketing, Media Buying, Media Planning, Online Media, Real Time Bidding (RTB), Remnant Monetization, TRAFFIQ, Uncategorized

Much has been written about the notorious “logo vomit” map of famed internet banker Terence Kawaja. I reference his handy charts on my blog, and often his “Display LUMAscape” as a reference point for thinking about the digital display business, and what will happen to it. Many have tried to navigate through the various categories and dissect […]

Death of the Digital Media Agency?

July 12, 2011 · by · in Advertising Agencies, demand side platform, Demand Side Platform (DSP), Digital Display, Digital Media Ecosystem, Marketing, Media Buying, Media Planning, Online Media, Real Time Bidding (RTB), TRAFFIQ, Uncategorized

Here are the three major trends making media agencies less relevant every day. On the surface, it would seem that running a modern digital media agency would be fun. Being on the cutting edge of media and technology, being in the “social media conversation,” helping clients understand and deploy groundbreaking new technologies…that is the stuff […]

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