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  • Why Have Buying Platforms Struggled With SaaS?

    Last week’s layoffs at demand-side platform (DSP) Turn underscored uncertainty in the way advertisers and agencies pay for their buying platform technology. Turn invested heavily in implementing a SaaS-based revenue model – one that priced the technology on a monthly subscription basis – and that investment ultimately did not pay off. By extracting the cost of […]

  • The Match Game: Match Rates Are The New Click-Through Rates

    “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris O’Hara, vice president of strategic accounts at Krux. Marketers comparing data management platforms have probably asked a vendor about match rates. Unfortunately, many don’t understand what they are asking […]

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  • Adobe, Krux And Neustar Crest Forrester’s DMP Wave

    Some corners of the ad and marketing tech industries wonder if the data management platform (DMP) is on the verge of becoming a commodity. But a Forrester Wave report on the technologies noted points of differentiation among DMPs’ abilities to handle social information, ingest data from channels usually associated with marketing tech, such as email […]

  • DMP 4-5-6

    “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris O’Hara, vice president of strategic accounts at Krux. As I’ve previously discussed, there are several basic use cases of the modern data management platform (DMP) for marketers. They include […]

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  • Programmatic 3.0: The Next Paradigm In Inventory Procurement

    “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris O’Hara, vice president of strategic accounts at Krux. Marketers have always craved access to quality audience at scale. That was once as easy as scheduling buys on the top […]

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  • DMP 1-2-3

    “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Chris O’Hara, vice president of strategic accounts at Krux. Almost every marketer is starting to lean into data management technology. Whether they are trying to build an in-house programmatic practice, […]

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  • Total Automation May Put Publishers Back On The Map

    “The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Chris O’Hara, vice president of strategic accounts at Krux. It’s been a long time since publishers have truly been in control of their inventory. But that’s changing, with new trends that are steadily giving […]

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  • Turner Broadcasting: TV Companies Can Have Data Clouds Too

    Time Warner subsidiary Turner Broadcasting revealed during its May upfront a centralized data-management platform to power its ad products. That system is the Turner Data Cloud, which the network souped up on Tuesday with data integrations to Epsilon, Krux and Oracle. Using Turner’s Data Cloud, a marketer can apply first-party audience data as well as […]

  • Krux Hires Kellogg's Paid Media Honcho, Hopes To Entice Marketers To Sign On To Its DMP

    Krux is looking to overcome its industry perception as a publisher-focused data-management platform (DMP). This is one of the reasons why it hired Jon Suarez-Davis – previously Kellogg Co.’s VP of global media and digital strategy – as its chief marketing and strategy officer. Suarez-Davis officially starts Thursday and will report to Krux CEO Tom Chavez. “My […]

  • Salesforce.com Opens Up Access To Ad Tech Companies

    Salesforce.com wants marketers to know its paid media pitch extends well beyond the confines of social media now. On Wednesday, it revealed buyers can now activate CRM data for ad buys across mobile web, video, display and apps through a wave of new Active Audiences API partners: LiveRamp, LiveIntent, Neustar, Krux and Viant. Although Salesforce.com […]

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