TRADERTALK TV

  • TraderTalk TV Cannes Special: OpenX on Open & Closed Trading Environments

    In this special edition of TraderTalk TV recorded at this week’s Cannes Lions festival,Scott Braley, OpenX, SVP, debates open and closed media trading environments with ExchangeWire CEO Ciaran O’Kane.

    During the discourse of the conversation they discuss:

    – The advent of private marketplaces (PMPs) – OpenX’s efforts to ensure it deals with the highest quality of inventory on its marketplace – Holistic yield management for publishers

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  • TraderTalkTV Live: Marketplace Quality in Programmatic Advertising

    In this special edition of TraderTalkTV our live panel discuss the issues raised in ExchangeWire Research’s report “Perceptions, implications and the future of online marketplace quality in programmatic advertising”.

    The panel is moderated by Ciaran O’Kane, ExchangeWire CEO, the panelists are:

    Caspar Schlickum, CEO, Xaxis EMEA Andrew Buckman, MD UK, OpenX Tom Bowman, SVP Sales Operations, BBC Worldwide Niall Hogan, MD UK, Integral Ad Science Nick Graham, Global Digital Director, Huawei Technologies

    Discussions include:

    – Moving beyond the sensationalism of ad fraud – Benefits and limitations [...]

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  • Rubicon Project's Jay Stevens Explains How XAPI Helps Ad Servers With Holistic Yield Management

    In this week’s TraderTalkTV, Rubicon Project International GM, Jay Stevens gives us a walkthrough of the XAPI offering.

    XAPI looks to work with regional and global ad server solution providers to help them with holistic yield management, giving publishers access to programmatic demand.

    Google has its “dynamic allocation” offering where it allows publishers to yield manage Google’s programmatic demand (AdX), thirty-party demand and its own direct-demand across all available supply.

    Google’s DFP remains the premier in mature markets, but its footprint is not [...]

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  • Mikko Kotila Discuss the Ad Fraud Ecosystem & What the Industry Can Do to Address the Problem

    In this week’s TraderTalkTV, Mikko Kotila – author of the recent WFA report on best practices for brands buying in programmatic – discusses in detail how ad fraud works in the digital ad ecosystem.

    In a lengthy episode, Kotila covers a number of key areas:

    – How fraudsters can set up sites in a matter of minutes, generating fake traffic through bots – How easy it is for bots to infect user machines through the ad ecosystem – The type of bots fraudsters [...]

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  • How Publishers Can Leverage Real-Time Intent In Display

    Jonathan Mendez, Yieldbot CEO, is a veteran of the search business. Having spent much of his career helping brands optimise landing pages, Mendez is now applying that specific experience to display.

    Here in a special New York edition of #TraderTalkTV, he talks through how Yieldbot helps publishers leverage real-time intent on their own sites to deliver highly targeted ads.

    In a deep dive on the Yieldbot product, Mendez explains how the company’s tech [...]

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  • How Automation Reduces Friction And Boosts Effectiveness When Selling Guaranteed Inventory

    In the light of Rubicon’s latest acquisitions, this week’s TraderTalk is a timely overview of automating premium inventory sales.

    Joss Wexler, Head of Buyer Cloud at Rubicon Project, this week discusses the concept of automation around guaranteed premium inventory – and the mechanics of how the process would work.

    It’s likely the Rubicon Project’s recent acquisitions will accelerate its plans to enable publishers to sell this premium inventory programmatically.

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  • #TraderTalkTV: Donald Hamilton Discusses Scale Around Data Targeting, And Why Publishers Should Work Together To Achieve Volume

    In this week’s #TraderTalkTV, Donald Hamilton, UK Managing Director at Zodiak Advertising, discusses the problems for publishers around scaling data targeting. He suggests individual publishers will not be able to compete with big scaled offerings – and so should look at co-oping data. Will publishers in the UK look at a similar model to La Place and Audience Square? Here Hamilton goes into detail as to how this approach might [...]

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  • #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.

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  • #TraderTalkTV : Fabien Magalon, MD, La Place Media Breaks Down the Benefits of Publisher Partnership

    This week’s #TraderTalkTV takes us back to Paris with ATS Paris speaker Fabien Magalon, Managing Director at La Place Media, where he breaks down the concept behind La Place Media, an alliance between five media sales houses/publishers. Now celebrating its one-year anniversary, La Place Media encompasses 150 sites, 30 million users and 4.5 billion impressions. Fabien juxtaposes direct sales versus what La Place Media offers, which focuses more on selling audience. Built around driving value to publishers, from [...]

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  • #TraderTalkTV: AudienceScience's Mark Connolly Explains the SaaS Model Versus the Traditional Media Buying Model

    In this week’s #TraderTalkTV, Mark Connolly, MD Europe & APAC for AudienceScience, explains the SaaS (Software as a Service) model versus the traditional media-buying model. Explaining the work flow of a typical media buy, Connolly argues that much of the spend gets lost in the “Lumascape” vortex. A 100 million budget earmarked for media spend, Connolly points out, could easily end up being just 60 or 50 million in actual media [...]

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