Is BT Just a Sales Tool?

Just a quick post this morning to point followers of this blog to my article in today’s AdExchanger, which was prompted by one of our customers’ observation that, “BT is a better sales tool than a success tool”.

In addition to the fundamental look-alike modeling issue that I examine in detail in the article, BT poses a variety of other important problems that brand marketers should consider carefully before allocating budget to this tactic.

More about those on this page later this week.

About Andy Atherton
I am currently an SVP at AppNexus. I previously spent four years as COO and cofounder of, a pioneer in programmatic reserve technology and leading digital media buying solution for top brands. Prior to, 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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