How Midsize Publisher Consequence Of Sound Sells Programmatic

Consequence of Sound prides itself on its independent coverage of the music and film industries. But it doesn’t have the mass reach and recognition that easily entices buyers to go direct. On the open marketplace, it kills: Over 1,500 advertisers spend more than $100 per month on the open exchange with Consequence of Sound. AsContinue reading »

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Brand Safety Is Not Synonymous With Quality

“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, an audience and data strategy consultant. I find brand safety one of the most baffling contradictions of our industry. It often represents the exact opposite situation in which any quality mediaContinue reading »

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To PMP, Or Not To PMP, That Is The Question

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Jason Boshoff, chief operating officer at Bidtellect. If an advertiser’s primary objective is to hit a numeric KPI or a first- or third-party audience to achieve one, does it make sense to pay two toContinue reading »

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Are Unified Pricing Changes Good For Publishers Or Good For Google?

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Stephanie Layser, vice president of advertising technology and operations at News Corp. On an overcast day in April at Google’s New York headquarters, the tech giant’s product managers presented their vision for the latest innovationContinue reading »

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After Conquering Local Ads, Yelp Eyes National Sales

Yelp is moving from targeting your local corner restaurant to businesses with hundreds or thousands of locations. Tom Foran, Yelp’s SVP of national sales, is leading this effort. It’s working. National sales grew 22% in the past year. Revenue for its top 100 customers soared 50%. His 250-person team is focused on Yelp’s “multi-location segment”Continue reading »

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Could A Consumer Taxonomy Fill The Identity Void In A Cookie-less World?

“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. The death of the cookie has been predicted since at least 2013, but the third-party cookie has lingered so long because the advertising industry still dependsContinue reading »

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Media Sellers Must Evolve To Gain Deeper Understanding Of Their Audiences

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Scott Bender, global head of publisher strategy and business development at Prohaska Consulting. Sales teams are finally arming themselves with programmatic knowledge, but it’s not enough. The industry shift to audience-based buying requires a newContinue reading »

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Flipboard’s Programmatic Mantra: ‘Make Money, Maintain Quality’

Mobile programmatic is in the seventh-inning stretch: It’s come a long way, but there’s still a lot of work to do, says Rick Welch, head of programmatic advertising at Flipboard. In the three years since Welch joined the mobile news aggregation app from Condé Nast in late 2016, more open exchange-oriented players have hit theContinue reading »

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After Years Of An Information Disadvantage, Data And Tools Can Help Publishers Shift The Balance

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Grant Whitmore, chief digital operations officer at Tribune Publishing. For more than a decade a persistent imbalance in data and technology has dogged the programmatic marketplace, putting publishers at a distinct information disadvantage. PublishersContinue reading »

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The Responsibility For Fake News Rests With Social Platforms

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Michael Weaver, senior vice president of business growth and development at Al Jazeera Media Network. Following the 2016 presidential election, the impact of so-called “fake news” reverberated around the world. As a result, societyContinue reading »

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