What Online Advertising Should Learn From TV’s Upfront Market

Just a short post today to steer folks to this year’s Ad Age Network & Exchange Issue.  In it I have a byline that outlines, in a more popularly accessible way, the main ideas of my previous technical piece on on the importance of the futures market for Brand marketers.

We think that the Futures market is a critical and under-served space in online advertising.  So we’re proud to offer the industry’s first and only web-wide Media Futures Platform, which has powered guaranteed delivery of high-quality campaigns with phenomenal offline sales results since 2008.

As always, we welcome your thoughts and comments!

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 What Online Advertising Should Learn From TV’s Upfront Market

  1. Pingback: Announcing MFP On Demand! « Brand.net

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