A very smart publisher (redux)

Another tremendously insightful article yesterday from Michael Zimbalist of NYT.  This guy is sharp.  His analysis of the situation is dead on and I completely agree with the rough bucketing of potential outcomes and associated implications for the various ecosystem players.

However, I want to make it clear that the key to Zimbalist’s positive outcome scenario (scenario 3) is the emergence of capabilities that aren’t widely available today.  As Dan Ballister wrote in his comment to the article, “If buyers are going after audience in real-time auctions, will they make peace with having to forfeit control over ad environment and delivery predictability?  What good is it to reach your audience when they don’t want to be found, or to only run 15% of your back-to-school campaign on time because you kept getting outbid?”

Well put.

In order for Brand marketers to fully leverage the emerging exchange ecosystem they will need sophisticated technology for page-level quality filtering, pricing & delivery prediction, R/F & composition management, delivery smoothing, offline impact measurement, etc.   In case it’s not obvious, that’s a very different toolset than the fine targeting and CPA-driven optimization engines of which the market has produced scores of copies thus far – on both the demand side and the supply side.

Stay tuned for some more in depth thoughts on this topic shortly.

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...

2 Responses to A very smart publisher (redux)

  1. Pingback: Brand.net > Blog Archive » In Search of Exchange 3.0 » Quality, Scale and Value. Guaranteed.

  2. Pingback: More great stuff from Michael Zimbalist « Brand.net

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