TRADERTALK TV featured shows
#TraderTalkTV: OpenX's Jason Fairchild Explains How Various Demand Classes Can Be Merged Into One Auction
How do you merge all demand classes – particularly RTB and network demand – into one big huge auction? OpenX is launching new functionality on its SSP solution to address this problem on the supply side.
Here Jason Fairchild gives us a deep dive on how the process works via the medium of the #TraderTalkTV whiteboard – and how publishers can now bundle all these demand sources into one buying channel.
#TraderTalkTV : Rubicon Project's Jordan Mitchell on Boosting Publisher Yield by Accounting for Scarcity
Jordan Mitchell, Rubicon Project, VP product, discusses how publishers can use algorithms to boost revenue, including real-time advertising solutions, and which targeting criteria to use to boost fill-rates. Rubicon’s Mitchell maps out his company’s approach to aggregating advertiser demand and matching this to publishers’ audiences. Namely, how awarding an impression to the highest bid does NOT always equate to the most revenue for publishers.
Scarcity of advertiser demand is a key consideration, he argues.
#TraderTalkTV: Dr Neal Richter, Chief Scientist, The Rubicon Project, Explains Deal ID & the Open RTB Initiative
Dr Neal Richter, Chief Scientist at The Rubicon Project, breaks down the concept of Deal ID (a unique string token, passed on the bid call to various bidders). Richter describes the crucial role played by Deal ID in the private marketplace, and explains how Open RTB is addressing some of the key problems that existing current trading model.
#TraderTalk TV: Ego-System or Eco-System? Pubmatic's Gareth Holmes Calls for a New Publisher Approach
In this week’s #TraderTalkTV, Gareth Holmes, UK Publisher Director at PubMatic, discusses the evolution of the SSP model in today’s market into a “Strategic Selling Platform”, allowing the publisher to focus on content-creation to engage users. Gareth breaks down the current CPM-driven ‘ego-system’, based on old assumptions, and its untenable position as a forward-thinking proposition.
In this week’s #TraderTalkTV, SpotXchange‘s Alex Merwin addresses the problems with lack of transparency in the ecosystem, the issues with multi-bid and the problems with floor pricing. He further explains how publishers are currently seeing a tiny fraction of the total demand for their video inventory, and how they could leverage RTB more efficiently in the future via ‘multi-bid’.
Medyanet is a massive European sales house based in Istanbul with O&O – as well as represented – interests across traditional publishing, TV, radio and digital media (currently representing about 10 billion Turkish impressions per month). In true European sales house fashion, the company has also got a proprietary ad server (Adserver+), which their development team has built in-house over the past three years.
Here Dogus Yildirim, Business Development Manager at DOL gives both an overview [...]
TraderTalk: Neal Richter, Chief Scientist at the Rubicon Project, Discusses Scaling RTB, The DealID And Why Internal Auctions Are Truncating Liquidity For Sellers
We love a proper tech debate at ExchangeWire. On this edition of TraderTalk we speak to Neal Richter, Chief Scientist at the Rubicon Project.
Here he discusses the infrastructure required to scale RTB globally, how Rubicon knitted together its recent acquisitions into present offering – and the problems with internal bidding within bidders in terms of how the “internal auction” practice is not giving sellers full liquidity.
Richter also goes into detail on standardisation, particularly OpenRTB, and how DealID [...]
Rubicon's Oliver Whitten Discusses The Growth of PMPs, The End-To-End Stack Quandary, As Well As European Sell-Side Trends
Oliver Whitten is the Commercial Director, EMEA at the Rubicon Project.
Here Whitten discusses the growth of Private Market Places, which has been key part of Rubicon’s core offering over the past twenty-four months. The end-to-end stack is also discussed as well as publisher trends in the European market.