2>3: Why Second-Party Data Is More Valuable Than Third-Party But Activated Less Today

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“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Ameet Shah, senior director of global technology, publisher and data strategy at Prohaska Consulting. Marketers and publishers want access to more quality data to scale beyond their respective first-party data, yet they often overlookContinue reading »

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Why Do Publishers Still Have Fragmented Sales Teams?

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“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Bruno Rebouças, chief executive officer at ProgMedia. Today’s media-buying trends show that programmatic deals will keep growing aggressively compared to direct buys. Some key advertisers have already reached a point where all of theirContinue reading »

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Publishers’ Alliances: Damage Control Or Potential For A Brighter Future?

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“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Alessandro De Zanche, global product and strategy lead, audience activation at GfK. In the last two or three years, it’s become increasingly common for publishers to unite to share audience data and extend theContinue reading »

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Condé Nast’s Programmatic Play: A Trifecta Of Brand Safety, Scale And Data

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Condé Nast’s Evan Adlman will speak at AdExchanger’s upcoming PROGRAMMATIC I/O New York conference on October 25-26 on a panel titled “Data Accuracy And The DMP.” Until recently, buyers who wanted to access Condé Nast’s ad inventory programmatically struggled to find enough impressions to buy. “The perception when I joined was that there wasn’t much scale there, and itContinue reading »

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The Publisher’s New Role In Advertising

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“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Jarrod Dicker, vice president of commercial product and innovation at The Washington Post. When balancing both proactive and reactive strategies, it’s a continuous battle for publishers to decide when to push and when toContinue reading »

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How The Cloud Will Disrupt The Ad Tech Stack

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“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Danny Khatib, co-founder and CEO at Granite Media. One of the most powerful aspects of the cloud platform is the innovation created by the unbundling of component services. There is a full menu ofContinue reading »

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As Data Proliferates, Publishers Grapple With Understanding Its Value

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“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Chris Martellotti, co-founder at Wholetone Media. Today, data is more of a language than a product. What has challenged many businesses is their ability to translate the new mountains of data they’ve collected internallyContinue reading »

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Match Media Group’s Ad Biz Takes User Experience Into Account

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Match Media Group runs an ad business for a dating subscription company. Because ad business revenue accounts for only a small piece of the pie, the ad team always considers the effects of its ads on the user experience. “A fairly good parallel is Amazon,” said Peter Foster, GM of global advertising and brand solutions.Continue reading »

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How Emerging Sales Channels Complicate Account And Campaign Management

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“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by David Hills, managing director of strategy at The 614 Group. There’s no place where complexity and the need to innovate is starker than at the intersection of campaign and account management. As publishers increasinglyContinue reading »

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Ads.txt: A Web 1.0 Solution To A Web 3.0 Problem

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“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Manny Puentes, founder and CEO at Rebel AI. A certified letter might make its way through a number of post offices as it travels from Point A to Point B, but neither the senderContinue reading »

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