http://www.exchangewire.com/blog/2010/07/14/the-reasons-why-publishers-like-the-ft-should-consider-building-their-own-dsp-technology/ Ad Trading And The Exchange Marketplace Fri, 10 Feb 2012 12:34:00 +0000 hourly 1 http://wordpress.org/?v=3.1 http://www.exchangewire.com/blog/2010/07/14/the-reasons-why-publishers-like-the-ft-should-consider-building-their-own-dsp-technology/comment-page-1/#comment-918 Now Is Not The Time For Publishers To Throw Their Data Currency Down The Drain | ExchangeWire.com Thu, 03 Feb 2011 08:58:42 +0000 http://www.exchangewire.com/?p=4832#comment-918 [...] Despite all the noise this week about paywalls and foolish walled iPad content strategies, I was struck by comments made by Brian O’Kelly at the recent AlwaysOn OnMedia NYC 2011 event. He rightly pointed out that all online content, even with subscriptions, is ultimately paid for by advertising. If that’s the case why would you shut out valuable traffic and data by throwing up a paywall for commoditised news that’s available for free on the BBC and the Guardian. And do you really think a beautifully-crafted static page – without any optimisation – on an iPad is going to pay the bills? Sure some publishers can’t quite get the online model to offset the losses of their decaying offline business. But the tools are now there for publishers to look at other business models. SSPs and DSPs are now making it easier for publishers to augment reach, helping power both DR and brand campaigns. I wrote a couple of pieces on this subject last year – one, where I argued that publishers should become media buyers; and in another, I suggested the FT should build a financial-focused DSP. [...] [...] Despite all the noise this week about paywalls and foolish walled iPad content strategies, I was struck by comments made by Brian O’Kelly at the recent AlwaysOn OnMedia NYC 2011 event. He rightly pointed out that all online content, even with subscriptions, is ultimately paid for by advertising. If that’s the case why would you shut out valuable traffic and data by throwing up a paywall for commoditised news that’s available for free on the BBC and the Guardian. And do you really think a beautifully-crafted static page – without any optimisation – on an iPad is going to pay the bills? Sure some publishers can’t quite get the online model to offset the losses of their decaying offline business. But the tools are now there for publishers to look at other business models. SSPs and DSPs are now making it easier for publishers to augment reach, helping power both DR and brand campaigns. I wrote a couple of pieces on this subject last year – one, where I argued that publishers should become media buyers; and in another, I suggested the FT should build a financial-focused DSP. [...]

]]> http://www.exchangewire.com/blog/2010/07/14/the-reasons-why-publishers-like-the-ft-should-consider-building-their-own-dsp-technology/comment-page-1/#comment-652 exchangewire Wed, 28 Jul 2010 22:00:32 +0000 http://www.exchangewire.com/?p=4832#comment-652 Corrected! Corrected!

]]> http://www.exchangewire.com/blog/2010/07/14/the-reasons-why-publishers-like-the-ft-should-consider-building-their-own-dsp-technology/comment-page-1/#comment-651 DaiClegg Wed, 28 Jul 2010 21:45:10 +0000 http://www.exchangewire.com/?p=4832#comment-651 just in case anyone wants to follow up, it's Netezza (<a href="http://www.netezza.com" rel="nofollow">www.netezza.com</a>), not Neteeza, who supply the data warehouse appliance that can crunch all that data fast enough to do the job in time. just in case anyone wants to follow up, it's Netezza (http://www.netezza.com), not Neteeza, who supply the data warehouse appliance that can crunch all that data fast enough to do the job in time.

]]> http://www.exchangewire.com/blog/2010/07/14/the-reasons-why-publishers-like-the-ft-should-consider-building-their-own-dsp-technology/comment-page-1/#comment-1587 Anonymous Wed, 28 Jul 2010 17:00:00 +0000 http://www.exchangewire.com/?p=4832#comment-1587 Corrected! Corrected!

]]> http://www.exchangewire.com/blog/2010/07/14/the-reasons-why-publishers-like-the-ft-should-consider-building-their-own-dsp-technology/comment-page-1/#comment-1586 DaiClegg Wed, 28 Jul 2010 16:45:00 +0000 http://www.exchangewire.com/?p=4832#comment-1586 just in case anyone wants to follow up, it's Netezza (www.netezza.com), not Neteeza, who supply the data warehouse appliance that can crunch all that data fast enough to do the job in time. just in case anyone wants to follow up, it’s Netezza (www.netezza.com), not Neteeza, who supply the data warehouse appliance that can crunch all that data fast enough to do the job in time.

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