More on GDN Reserve

Today’s Ad Exchanger published more commentary on Google’s GDN Reserve announcement last week.

Views from senior execs at VivaKi (Publicis) and Group M (WPP) rounded out the additional commentary from Google that was posted Monday.  John also published some additional perspective from Elizabeth and others.

A few things in the various posts caught my eye.  One was simply the difference in perspective between Publicis and WPP – clearly two different strategies at work there.  Another was the refinement in Google’s messaging between the earnings call last week and Monday’s spokesperson (PR) commentary.  Seemed like a careful balance between agency and advertiser in the messaging this time around (what frienemy?).  I also thought VivaKi’s mention of Yahoo! in this context was interesting.  Y! was once the dominant global player in online branding and reserved display marketplaces.  I would have expected more from them sooner, but it’s nice to see the old alma mater at least in the game.  If there’s any road back for Y!, this is it.

I’ll close with a quote from VivaKi’s Curt Hecht:

“While our spending continues to grow in the spot marketplace, clients and publishers still desire the controls and forecasting offered in a guaranteed market around context, price and performance.”

I couldn’t have said it better myself.

This being my 100th sermon from the Brand.net pulpit, it’s nice to see the gospel is spreading.

Hallelujah!

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...

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: