AdExchanger
Articles By AdExchanger
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AudienceScience CEO Hirsch Says Real-Time Bidding Enables True Value in Media
Jeff Hirsch is President and CEO of AudienceScience. AdExchanger.com: Do you agree that audience has become more important than placement? If so, what have been the key drivers? JH: I absolutely agree that the reaching right audience is the most important component of any advertising. Contextual placements are often a proxy for reaching a specific […]
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Hundreds of Data Points Available With PubMatic's Real-Time Bidding Says CEO Goel
Rajeev Goel is CEO of PubMatic. AdExchanger.com: What will demand‐side optimization provide for the advertiser/agency? Can you quantify performance improvements an advertiser might see in comparison to futures or reserved bidding/buying? Real time demand‐side optimization will provide advertisers and agencies with the ability to better target individual web users with the most relevant and timely […]
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Are You Ready? Real-Time Bidding Breakout Next Year Says Contextweb EVP Sears
Jay Sears is EVP, Strategic Products & Business Development of ContextWeb, Inc. / ADSDAQ Exchange who announced their real-time bidding API recently. AdExchanger.com: What will demand-side optimization provide for the advertiser/agency? Can you quantify performance improvements an advertiser might see in comparison to futures or reserved bidding/buying? JS: More control. Very simply, real-time impression level […]
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Web Publishers Need A New Mantra
In a memorable clip from 1977 film classic Annie Hall, a young Jeff Goldblum says his one and only line into the phone, “Hello? I lost my mantra.” Transporting ahead Star Trek-style to 2009, publishers struggle with their mantra saying, “Hello? I lost my CPMs.” Demand-side voice, Rob Griffin of Media Contacts – makers of […]
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Valueclick Display Advertising Revs Showed Q1 Strength With Vertical Network Strategy
Nay-sayers: ready to admit that online display advertising is not dead – it’s just getting started? In its latest Q1 earnings report, Valueclick sheds light on the growing opportunity in display as display ad revenues increased from the prior year according to PaidContent after VLCK’s earnings conference call: “Display beat expectations, gaining 2 percent to […]
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Real-Time Bidding Infrastructure Needed from Exchanges and Publishers Says VivaKi Nerve Center's Kurt Unkel
Kurt Unkel is Senior Vice President of Publicis’ VivaKi Nerve Center. AdExchanger.com: What differentiates VivaKi Nerve Center from other trading platforms in the marketplace? KU: To be clear, the VivaKi Nerve Center isn’t just a trading platform. The VNC is group of digital and R&D experts committed to building pathways between clients and their most […]
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Real-Time Bidding: The Ad Exchange Leaps
We have exchanges. We have trading. We have media. And, we have data. What are we missing? How about “Real-Time Bidding,” or RTB, for short? With RTB, exchange participants have a new feature coming for the buy side which should make agency business intelligence mucky-mucks and advertisers delirious after watching the development of yield management […]
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ThinkEquity Releases In-Depth Analysis on Online Display Advertising
Among “Street” analysts, the team of Bill Morrison and Robert Coolbrith at ThinkEquity are alone in their thoughtful understanding of the opportunity in online display advertising – and it’s not just due to the recent bloodletting on Wall Street. Today’s release of their thorough industry report entitled, “The Opportunity In Non-Premium Display Advertising,” is no […]
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Media Buyers Will Become Media Traders Says Pres Barry Lowenthal of The Media Kitchen
Barry Lowenthal is President of kirshenbaum bond + partners‘ The Media Kitchen. AdExchanger.com: Why will measuring effectiveness as well as understanding how to monetize “earned” or social media be a key for advertising in the future? BL: Measuring effectiveness of social media is critical, if simply because money flows to the most measurable media. It’s […]
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Ad Exchange Links for Thursday, April 30
ContextWeb announced that it will allow real-time bidding on its inventory through an API. It’s unclear from the press release if the API is currently “live” to clients. Nevertheless, this could be an exciting opportunity for advertisers who will be able to optimize on the “demand” end. “With ADSDAQ’s Real Time API, the ADSDAQ Exchange […]