In the second part of a two-part interview with ExchangeWire, Brian O’Kelley, AppNexus co-founder and CEO, explains some of his thoughts on how the ad tech sector can move unilaterally to address some of the more complex issues with programmatic media trading.
In this Q&A he addresses the lack of a global trade body to represent the needs of ‘the most innovate part of the advertising industry’, plus answers traders’ questions on some of the latest AppNexus product launches.
Tags Ad ExchangeAd ServerAd TradingAd VerificationAdvertiserAgencyAnalyticsAttributionAudience BuyingBidderContextDataDigital MarketingDisplayDSPMarketerMedia BuyingMedia ValuationPremiumProgrammaticProgrammatic GuaranteedProgrammatic PremiumPublisherRTBSSPTag ManagementTrading DeskVendorYield Optimisation
When Sir Tim Berners-Lee sat down nearly 24 years ago to tackle a problem that his fellow scientists were facing, it’s unlikely he thought the problem would still exist today: the absence of a unified means of exchanging data. He proposed a specified set of technologies that would make the world wide web fully accessible to everyone.
The challenge that faced Berners-Lee is the biggest problem facing digital marketers today. The inability to get a [...]
‘Automating Revenue Generation: Attribution Needs Tag Management’, by Jon Baron, CEO & Founder, TagMan
Every business aims to acquire and retain customers at a price that drives profit. For years, business people and marketers have grappled with this task. Many business areas claim they are key to driving success; ‘advertising persuades consumers to buy our products’, ‘our product is the best on the market’, ‘our reputation is solid because we serve our customers with respect’, ‘our manufacturing is better than our competitors’, ‘we secured the best store location’; the list goes [...]
Mining The Data: Air New Zealand's Chris Allison Discusses How Its Partnership With Tagman Is Unlocking Value Of Display
Chris Allison is Online Sales Manager at ANZ. Here he discusses the company’s relationship with Tagman, and how data insight and attribution is giving the airline brand a real understanding of the value of display’s role in the purchase journey of an ANZ user.
Can you describe what your engagement with TagMan has enabled beyond the ability to improve page load times and more effective tag management? We were interested to find out what values we could attribute to various channels that [...]
Much has been said recently about Google’s new foray into tag management. As ExchangeWire rightly speculated earlier this month, the launch of Google Tag Manager is further evidence of Google adding more stickiness to its offering. You can see why – with global e-commerce spend due to hit the €1tn mark next year, this is a well-timed entrance into the tag management space.
Since TagMan pioneered the birth of the sector five years ago, tag management [...]