Interesting viewpoints: Tim Vanderhook, CEO of Specific Media on RTB (real time bidding:
My belief is that while RTB will continue to exist and do well given the amount of control it has given the buying community, its inherent inability to deliver monetization opportunities to publishers leaves the door open for a new solution to come to market.
via Specific Media Evolves: CEO Tim Vanderhook Looks At Company Strategy And Industry Trends.
Yes. And extra points for recognizing this:
the window of opportunity to act on this information is short and decreases in value the longer
Twitter / @Jonathan Mendez: Move over Big Data – “the ….
This has been sitting in a tab in my browser for about a week and I can’t remember where it came from:
Is the traditional ad network model going to die off? More than likely. But in its place we will be left with a turbo-charged hybrid of the agency and ad network. It will gain the client management skills and retain the key optimisation skills. It might not have a publisher acquisition element depending on the success of private exchanges, SSPs et al. So the ad network is dead. Let’s make way for the agency network.
via The Life And Death Of The Ad Network | ExchangeWire.com.
It’s really hard to figure out the gravity of this situation until we get more detail…
Google suspended the company’s access to the ad giant’s “real time” ad exchange. The move isn’t permanent, but it’s still likely to cut directly into AppNexus’ business, and it’s a very big deal for the ad tech industry.
via Google Suspends AppNexus from Real Time Ad Exchange | Peter Kafka | MediaMemo | AllThingsD.
Google says that just partnered with Omnicom, which will hand over hundreds of millions to buy display ads for it’s clients.
via Omnicom, Google Team Up on Display Ads – WSJ.com.
Google will work with Omnicom to build a global “trading desk” that allows the company to buy display ads more easily on Google’s ad exchange, an auction-like system that matches ad buyers and sellers to advertising space across large groups of websites.
I guess that’s the first big task for Invite Media.
CEO Frank Addante says now they have made it, they can now optimize for profit and is making some changes:
Reduction in team:
there must be discipline around ensuring that all the team members who are with us are at the top of their game – and completely focused on the right things. To truly be optimized for profitability, you have to make decisions about people who aren’t hitting their performance targets with greater discipline than you might have during an optimized-for-speed phase.
Focusing on premium publishers:
We’re making some changes to the way we do business to ensure those areas, which will drive us to both reach our profitability goal and service our customers, premium Web publishers, most effectively, will get the most time, attention and resources.
Doubling down on their supply side platform business:
To do this, we have to be sure that our technology platform, REVV for publishers, is the best possible choice for accelerating ad revenue – essentially that it continues to outperform the alternatives in all the areas we’re focused on. So we’re adding people and other resources in the areas that drive our technology; including 5-8 people on our product and engineering teams to help us achieve the technology vision we laid out in our manifesto.
This is nice and all but there’s another story that we’re not privy to that’s really motivating these changes.
via Frank Addante’s FounderBlog: Part II: Optimized for Profitability.
Not the first time we’ve heard someone pipe up about the learning costs you have to pay for playing in this new paradigm:
DSP’s are great for getting that re-targeting audience and a couple other segments but largely a lot of the audiences do not work and there are so many of them that even if there is an optimal audience, you will waste a lot of money trying to find it.
