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Counterpoint: In Review, The Business Models And Objectives Are Quite Different

"Networking" is written by members of the online advertising network community. Today's counterpoint column is written by Jacob Ross is Senior Director, Advertising Platforms, Demand Media Big news on both eBay and Microsoft today, and Eric Franchi did a great job of surfacing the importance of the news. However, it's misleading to compare these two... Continue reading »

by Ad Traders // January 31st, 2011 //

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Representation Vs. Automation

"Networking" is written by members of the online advertising network community. Today's column is written by Eric Franchi, Co-Founder and SVP, Business Development, Undertone. Two interesting and significant pieces of news in the display advertising space came out on Monday morning, January 31st. Ecommerce giant eBay announced a change in strategy from its current monetization... Continue reading »

by Ad Traders // January 31st, 2011 //

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Counterpoint: Data and Media Work Well Together - Separately

"Networking" is written by members of the online advertising network community. Today's column is written by Mark Zagorski is CRO, eXelate I applaud John Garber for taking this subject on in his very well written and interesting piece (read it) yesterday. Although I think many of the concepts are right on, including the nascent nature... Continue reading »

by Ad Traders // August 18th, 2010 //

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Publishers: The Best Way To Monetize Data Is By Selling Inventory And Becoming Part Of A Co-op

"Networking" is written by members of the online advertising network community. Today's column is written by John Garber is VP, Business Intelligence, Lotame Solutions, Inc. Much has been said recently about new and as yet unrealized data opportunities for publishers. Many companies are knocking on the doors of publishers and peddling our DMPs, SSPs, and... Continue reading »

by Ad Traders // August 17th, 2010 //

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Time To Drive New Metrics-Based Valuation

"Networking" is written by members of the online advertising network community. Today's column is written by Kirby Winfield is President and CRO of Mpire's AdXpose. On a recent conference dais, Scott Knoll from Aperture shared a deceptively simple insight in regards to the topic of audience buying. He pointed out that simply buying an audience... Continue reading »

by Ad Traders // August 3rd, 2010 //

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It's Time For Publishers To Develop Strategies Around Their Audiences

"Networking" is written by members of the online advertising network community. Today's column is written by Jeff Hirsch, President and CEO, AudienceScience. A publisher that invests heavily in developing quality, valuable content correspondingly creates two primary assets that advertisers demand. The one we have grown most familiar with is space, or inventory. The one that... Continue reading »

by Ad Traders // March 30th, 2010 //

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One-Size-Fits-All Solutions Not Acceptable for Advertising

"Networking" is a column focused on the evolving roles of networks in online advertising. Today's column is written by Tyler Moebius, CEO of Adconion, an online advertising network. Traditionally, ad networks have been perceived as enablers, as tools advertisers and agencies can use to increase campaign efficiency, extend their reach and add scale. An agency... Continue reading »

by Ad Traders // March 29th, 2010 //

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It's Time For The Futures Exchange

"Networking" is written by members of the online advertising network community. Today's column is written by Andy Atherton, COO and co-Founder, Brand.net. My former boss, Wenda Harris Millard, had one of the most quotable, and quoted, lines in the online media industry in 2008 when she said, "We must not trade our advertising inventory like... Continue reading »

by Ad Traders // February 22nd, 2010 //

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Reinventing the Wheel (To Run Yourself Over)

"Networking" is a column focused on the evolving roles of networks in online advertising. Today's column is written by Michael Katz, President, InterCLICK. Ok, I admit I didn't come up with the phrase and I hate to be the bearer of bad news but (the top 25) networks aren't going away anytime soon. Recently there... Continue reading »

by Ad Traders // February 12th, 2010 //

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2010: Audience-Centric Buying

"Networking" is a column focused on the evolving roles of networks in online advertising. Today's column is written by Alan Schanzer, Chief Strategy Officer of Undertone Networks. The media landscape continues to evolve as advertisers move away from impression-based demographic buying to audience-centric strategies. This shift recognizes that audiences more accurately reflect potential customers and... Continue reading »

by Ad Traders // February 9th, 2010 //

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