Thoughts re: Today’s WSJ article on Yahoo!’s APT

Jessica Vascellaro’s WSJ article this morning on Yahoo!’s display ad platform, APT, caught my attention. The problem Yahoo! is trying to solve with APT – (quoting Jessica) “that it remains a big pain today for advertisers to buy display ads across multiple sites and for publishers who have lots of online advertising space to sell to find demand for it” – is exactly the problem we founded Brand.net to solve. And indeed we have been solving it for the past year, working with the biggest Brand advertisers and the best publishers to do so. We have re-assembled a good chunk of the team that worked with Brands at Yahoo! during the golden years under Dan Rosensweig, Greg Coleman and Wenda Millard (before the re-focusing of the company on Search and DR display). 75% of our revenue comes from the Ad Age 100 (most of it from the Ad Age 15), and our campaigns are delivering tremendous, measurable results for our clients. So web wide Brand buying doesn’t need to await the next, next and next generations of APT or any other solution – we’re on it today.

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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