Among the first wave of digital agencies launched in the early to mid ’90s, Razorfish may be the strongest survivor. Through several acquisitions that ultimately placed it in the stewardship of Microsoft, then Publicis Groupe, the agency retained a distinct identity while continuing to innovate and expand globally. Last week it grew its China headcount […]
It’s early days for audience-based media buying in China, but e-commerce spending is already huge and has the potential to outstrip the U.S. by 2015, per Forrester (paid report). To prepare for this future Publicis Groupe has acquired 12-year-old digital marketer Longtuo (release). The Beijing-based firm serves the e-retail needs of marketers like 360buy, Kohler, […]
“the executioner” opinion expressed below is written by Natalie DiBerto, Lead, Account Services, ATOM, at Razorfish. Advertisers often feel their brand is their most valuable asset and spend lots of time, effort and money to build and maintain it. Of course an advertiser would know their audience, right? Right, but the real question is if […]
“the executioner” opinion expressed below is written by Karin Blake, Senior Lead of Platform Management, Ad Exchanges, at Razorfish. Ten Predictions for 2010 200% growth in the DSP market. 25% failure in the DSP market. Online publishers take an offensive position in how/where their inventory is sold. Real-time creative optimization becomes and integration solution for […]
Matt Greitzer is VP of Search Marketing and Head of ATOM Systems at Razorfish. AdExchanger.com: What can you tell us about momentum in Razorfish’s ad exchange practice? Any year-over-year comparisons that you can draw? We’ve only been in market for about nine months, so it’s too early for year-over-year comparisons, but we’ve seen consistent month […]
Internet entrepreneur and now writer, Michael Wolff, opened today’s ContextWeb event on media trading saying, “This is a desperate time for the media business.” Well…. one person’s desperation is apparently someone else’s opportunity as a full-house invaded the Paley Media Center in New York City. Entitled,”Agency Demand Platforms: Is Everyone a Media Trader?,” the event […]
Joanna L. O’Connell is Manager of Strategic Development, ATOM Systems, Razorfish. The word “transparency” seems to be everyone’s favorite word these days. Clients want it, publishers fear it, and networks – increasingly – boast that they offer it. I’d like to propose that we’re thinking about this word in the wrong way and suggest that […]
“the executioner” opinion expressed below is written by Natalie DiBerto, Lead, Account Services, Ad Exchanges, at Razorfish. New demand-side platforms now make it possible to execute buying strategies and purchase directly across wide swaths of inventory, cutting out the middle-man aggregators. Agencies have to think about how this new technology impacts and changes their media […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here. VivaKi Rebrands Exchange in India Publicis’ David Kenny continues his globetrotting and tells Kapil Ohri of “afaqs!” in India that “India Media Exchange (IMX) — the consolidated media buying arm of Starcom MediaVest Group, Zenith Optimedia and Solutions Digitas – will be renamed as […]
“the executioner” opinion expressed below is written by Sam Temes, Associate, Platform Management, Ad Exchanges, at Razorfish. In the last few months, those of us working in the world of ad exchanges have been bombarded by articles and discussions about issues that will directly affect our careers: privacy regulation, data sources, emerging business models and […]
