On the Road to Programmatic Direct
Companies are turning their venture-funded ships in the direction of programmatic direct, thus making "Sutton Pivot" towards 80% of display media spending.
23
Apr 2013
16
Apr 2013
How you Pay Your Agency Matters
The typical $500,000 digital media plan takes an alarming 42 steps and nearly 500 man hours to complete, which can cost up to $50,000.
9
Apr 2013
If it’s not Programmatic Premium, then what is it?
I recently returned from an exciting IAB Annual Leadership Meeting in Phoenix, where a packed Arizona Biltmore resort was host to over 800 digital media luminaries. On the tip of many tongues over a two day session was “programmatic premium,” the term our industry is using to describe the buying [...]
4
Apr 2013
When Cost-Plus is a Minus
It’s funny how people deride Microsoft for not being successful in advertising technology when 80% of digital media dollars are transacted using their media planning software. Despite the fact that we live in a world where computers can evaluate hundreds of individual bid requests on a single impression and render [...]
26
Mar 2013
New Tech Takes On Cost-Plus Pricing by Agencies
How the enterprise pays its ad agency actually matters. Here’s why. I have been working for a company that makes software solutions for buying digital media, and I have worked for a number of ad technology companies in the past. In a world where digital banner ads are still purchased [...]
2
Feb 2013
A Publisher’s History of Programmatic Premium
It’s hard to argue that the banner ad era has been good to publishers. After a brief initial period in which banner inventory matched audience availability, publishers enjoyed double-digit CPMs and advertisers enjoyed unique access to a valuable audience of online “early adopters.” Prognosticators heralded a new golden era of [...]