As an aside to yesterday’s post, here’s the mental model I am using for the industry this week.
Posts for April 2010
Who Invests in Quantitative Marketing Companies?
About a month ago Jay Yarow wrote about the financing of The Trade Desk. One of the commenters insisted that only Redpoint, Union Square, Highland, Sequoia or First Round Capital were expert enough to invest in online marketing firms. I think this is wrong-headed (and not just because I was one of the investors listed […]
How to completely disappear in 45 minutes or less (at least from marketers)
Just been reading the FTC complaint against… well, against everyone I know, it seems: the exchanges, the DSPs, the data targeters, the ad agencies, the analytics companies, the whole quantitative marketing shebang. It was pretty straightforward, quoting everyone’s marketing material, making the industry seem much, much larger than it actually is*. Ed Zimmerman has a […]
The End to End Principle in Ad Exchange Design (The Thin Exchange, 2)
Where should decisions about which ad runs where be made? Ajay Sravanapudi, in his recent article on AdExchanger says a DSP is really just a feature on an exchange… A DSP simply uses [RTB API] of an exchange to buy media and run campaigns more effectively. The exchange has an ad server that can deliver […]
Everybody’s an ad exchange (The Thin Exchange, 1)
Everybody’s a DSP? Everybody’s a marketplace. There’s this confusing moving about in the marketplace. AdECN was a pure exchange, and is now part of a publisher. Right Media, same thing. OpenX was a publisher tool, and is now running an exchange. AdMeld similarly. AppNexus was an exchange and is now a DSP (I think.) Same […]