One Platform to Rule Them All…

Just a quick post to thank Adam Cahill for his shout out on ClickZ yesterday.  It has been great to see the market get behind the futures model as a necessary complement to spot.

Adam also raises an interesting point about one vs. many DSPs.  Today it’s clearly necessary to use at least 2 to get full-funnel, futures (Brand.net) & spot (others) capability.  But I think we’ll see this pretty quickly follow a path towards increased efficiency, i.e. towards a single unified platform that enables agencies and clients to manage spend against any campaign, any objective, using a common interface.

It will no doubt be an interesting road to get there, but it’s just a matter of time.

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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