VP of Product Management
There's lots of innovation and competition taking place on both the buy-side and the sell-side, to help advertisers take advantage of tools like real-time bidding, and to help publishers maximize the value of their inventory. Ultimately, in a competitive marketplace, only those businesses that provide excellent, reliable technology and that add real value will succeed. We view our job as developing technology that can bring advertisers and publishers closer together, to help deliver that value.
On the sell-side, major online publishers are sophisticated businesses. They tell us they're looking for a customizable, extensible technology solution that encompasses - and maximizes value across - both their direct sales and their indirect sales. That's what's driving our product strategy and the close integration of DFP and the Ad Exchange.
VP North American Marketplaces
The digital advertising ecosystem is increasingly complex as the demands of buyers and sellers evolve, and as the creative forces of start-ups look to penetrate the market. The conversations happen every day to shape how the industry evolves.
At the core of the ecosystem, advertisers and publishers of all sizes look to product/service providers to enable the interactions between them. If these intermediary companies are providing long term value, they will remain. In the meantime, new business models are born every day, and everyone is trying to figure out the costs and benefits of each company. Whether it's in market mix modeling, order process, targeting, auditing, measurement or the near infinite other areas, many of the businesses cannot survive as standalone businesses and may be folded into larger company offerings.
Online advertising has continued to grow, innovate and thrive under a strong self regulatory environment led by organizations such as the IAB, 4As, and NAI. The long term rationality of the marketplace will figure out whether the many players in the market have a place. Yahoo! is working closely with the industry to find the right balance, and in fact, [launched] a pilot DSP (demand-side platform) Partner program
Agencies Laud Unilever's Retiring CMO Keith Weed Tencent: WeChat Is More Than A Product, It’s ‘An Ecosystem’ Multimillion-Dollar Oops! Google Will Pay Publishers For ‘The Night Of The Yellow Ad’ Advertisers Will Spend More Than Ever On Third-Party Data, Despite Privacy Concerns CEO George Colony On Forrester’s Acquisition Streak And Plans For Mar Tech It’s Official: S4 Grabs MightyHive For $150 Million In-Housing Is Accelerating, But Brands Will Never Completely Quit Their Agencies S4 Confirms It Wants MightyHive As Its Second Agency Acquisition GroupM Revises Ad Spend Forecast Down While Magna Anticipates Record Growth»
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