Microsoft continues its push into online branding

As I work through my current events backlog after coming back to the office, I wanted to call out this press release from  Microsoft re: their recent deal with comScore to provide enhanced R/F and audience composition tools for branding-focused media buyers.  The release highlights a theme we are passionate about at Brand.net and have mentioned time and again on this page:  online advertising lacks brand-friendly metrics and tools, which makes it too difficult for brand buyers to plan and manage campaigns in a manner consistent with the rest of their (primarily offline) spend.   These metrics and tools position brand marketers to deliver real business results and are essential in helping brand budgets follow audiences online.  Our friends at Microsoft were even kind enough to quote our analysis estimating only 5% of brand budgets have yet made this transition.  As today’s Wall Street Journal also observed, this represents a major opportunity for all the players in the space.  It’s great to see the online ad industry increasingly recognizing the brand challenge/opportunity and mobilizing to address it!

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...

One Response to Microsoft continues its push into online branding

  1. Pingback: Microsoft gets it « Brand.net

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: