The Importance of Brand Advertising

This week Randall Rothenberg, the President of the IAB, released a self-proclaimed “manifesto” which picks up many relevant themes to our work at Brand.net.

It’s quite long, but the first 3 sections and the last 2 echo conversations we have with partners (advertisers, agencies and publishers) literally on a daily basis.  As I said in my comment to Randall’s article, there’s more confusion than information in too much of the ongoing debate about CPMs, formats/standards and the role of networks.   Everyone – advertisers, agencies, publishers and networks – would be better served if we could collectively take a step back from today’s disproportionate focus on DR and think more broadly about what it takes to make the Internet work for the full funnel.  In doing so we will find long-term, sustainable solutions to many of today’s challenges.

About Andy Atherton
I am currently an SVP at AppNexus. I previously spent four years as COO and cofounder of Brand.net, a pioneer in programmatic reserve technology and leading digital media buying solution for top brands. Prior to Brand.net, I was Vice President of Pricing and Yield Management for Yahoo!, responsible for maximizing monetization of a global portfolio of display inventory worth $2B annually. Beginning in 2002, I created, developed and globalized Yahoo’s PYM function over a period of five years. Prior to Yahoo!, I was president and cofounder of Optivo, a venture-backed start-up that developed price optimization software for e-commerce retailers. More on LinkedIn...

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