Nathan Woodman of Havas Digital S Adnetik on the Future of the Media Agency

Nathan Woodman of Havas Digital S Adnetik on the Future of the Media Agency


January 1 – April 30, 2010

The Q&A’s
Learn from the Ecosystem



Innovation Interactive Leveraging Dentsu To Expand Search/Display Offering And More Says Co-CEO Margiloff

Mediabrands’ Cadreon Verifying Ads And Audience; Audience-Level Attribution Is Coming Says VP Brunick

VivaKi’s David Kenny On The Agency Challenge, Creative And Automation

Former Mindshare CEO Scott Neslund Appointed Red Bricks Media CEO; Discusses Digital Strategy

Innovation Interactive Leveraging Dentsu To Expand Search/Display Offering And More Says Co-CEO Margiloff

Ad Networks & Exchanges......

24/7 Real Media’s Pangis Looks At Her Company’s Publisher Platform Solutions

Adconion Unveils New Joost Video Network, Positioning For Video Platform Future

Adgregate Markets Releases ShopFans; CEO Wong Looks At Display And Social Media

PointRoll Gets Ecommerce And Adgregate Markets In Its Media

Adgregate Markets Announces ShopFans, Gives Exclusive First Look To IPG’s Emerging Media Labs

Advertisers Overlaying Third-Party Data On Vertical Ad Networks Today Says Adify CEO Fradin

AdRoll CEO Bell Discusses Self-Service Retargeting

Germany’s AdScale Expecting Revenues To Double In 2010 Says CEO Pantke

Unleashing The AOL Display Ad Beast: Ad Desk And Display Strategy With AOL’s Fellows, Jacobs and Kennedy

Former US Search CEO Jeff Pullen On His New Role At Audience Science

AudienceScience CEO Hirsch Discusses Publisher Platform, Ad Network CEO Blair On Company’s Video Initiatives And VAST

Collective Discusses AMP Platform’s New Engagement Metrics And Above-The-Fold Targeting

Orange-France Telecom And OpenX Launch A New Ad Exchange In Europe

TRAFFIQ CEO Kahn On Datran Media Integration And Audience Buying Pain Points

TRAFFIQ CEO Kahn Looks At TAAN Partnership And Exclusivity Among Agency Holding Companies

ContextWeb EVP Sears Discusses RTB Roll-out And PubMatic Partnership

FetchBack CEO Little On Recommendation Retargeting And Recent Developments

Rocket Fuel Addressing Brands And Attribution Says Pres Frankel

Smartclip’s Prohaska Discusses Company’s Video Ad Network Model

Yahoo!’s Wise And McGrory On Demand-Side Platform Pilot Program, Real-Time Bidding


Data Nugget: Banner Ad Spending Will Be 20.9% Of Internet Ad Spending This Year Says eMarketer’s Hallerman

Buying Platforms...... Releases New, Free Audience Profiles Product; CEO Ogilvie Says Company Looking To Improve Efficiency For Search Marketers

AdGear Building A New Ad Serving Platform For Advertisers And Publishers Says VP Stesin

Brandscreen Offering Demand-Side And Sell-Side Platform Trading Solutions Says CEO Tol

Chango To Extend Search’s Reach Into Display With Demand-Side Platform

CPM Advisors Leveraging Mediageeks’ Technology For Demand-Side Platform And eXelate Look At Strong Results Of Brand Study

DataXu CEO Baker On New Funds And Demand-Side Platform Services Layer

Invite Media Opens In UK; Discusses European Opportunity

Invite Media On RTB And Online Display Ad Media Buying Today

LucidMedia Joins The Demand-Side Platform Race; Announces ADvisor DSP

OwnerIQ Using Insights On Ownership Signals For Targeting Says CEO Habegger Addressing Search Marketers With A Demand-Side Platform Says CEO Prioleau

Triggit To Open Real-Time Bidding To All Advertisers Says CEO Coelius

Turn Highlights IPG Cadreon Relationship, New Planning Tools; CEO Demas Discusses Platform Updates

Turn Announces Agency Holding Company Client: Omnicom Media Group; Upgrades Platform Features

x+1’s Nardone Discusses Cookie-Level Integration Of Brand Research Data

CEO Nardone Discusses Merkle, X+1 Partnership And Customer-Centric Marketing

X+1 CEO Nardone On Update To Company’s Demand-Side Platform Technology

Creative Optimization and Providers......

New Dapper CEO Beriker On The Direct Response Display Channel

Eyeblaster Research Shows Audience Buying Habits Says Geifman

CEO Kartzman Says Spongecell Increasing Engagement, Interaction In Display Advertising

CEO Calvin Lui Plays The Cloud Card With Tumri’s Marketing Analytics Offering

Data and Measurement......

Aggregate Knowledge CEO Paul Martino On Big Data, DSPs and New Funds

Aggregate Knowledge Adopts New, BlueKai Server-To-Server Technology For More Efficient Data Management Says VP Bensoussan

aWhere Location Solutions Offer Digital Marketers In-Store Sales Insights Says CEO Corbett

CEO Glass On New Self-Service Media Buying Tool From Bizo

Bizo Partners With Ad Network Martini Media, Finds B2B Fit With B2C

CEO Tawakol Discusses BlueKai Pulse Index And Intender Signal Strength

BlueKai CEO Omar Tawakol Discusses Recent Investment And Plans

Digital Element On Postcode Targeting And U.S. And Europe Tech Targeting Interest

eXelate’s Zagorski Discusses Nielsen PRIZM Offline Data Integration, Looks At Impact

CEO Jain Says JovianDATA Enabling Insights On Data For Ad Networks, Agencies, Advertisers And Publishers

Kantar Media’s SVP Swallen Discusses New Ad Network Stats Capabilities

Knowledge Networks Providing Actionable Research Results In Real-Time Says VP Kahlert

Lijit Networks Enabling Audience Targeting Through Mid And Long Tail Search Functionality Says COO Knapp

Milabra Optimizing Ad Targeting Visually And Improving Brand Safety Says CEO Cox

Magnetic CEO Discusses $1.25 Million Funding And Company Launch

Magnetic Bringing Transparency To Customer Segments In Display By Leveraging Power Of Search Says CEO Shatkin-Margolis

Netezza Offering Solution For Big Math, Big Data In Digital Advertising

Netmining Focused on DR And Performance Marketing For Now Says Margiloff

CEO Ellenthal Discusses His New Role At Peer39

CRO Teresi On MTVN Deal And Quantcast’s Cross-Digital Potential

Quantcast’s Feldman On Delivering Local Country Audience Insights

Rapleaf Focusing On Social Data And Enabling Advertisers To Buy Audiences That Have Affinities With Their Brand Says CEO Hoffman

Rapleaf Enhancing NetProspex Contact Database, Discusses B2B Social Data

Scout Analytics Bringing Actionable, Behavioral Insights To Publishers Says SVP Shanahan

VisualDNA Using Visual Methods To Enable Effective Ad Targeting Says CEO Wilcock

Auditude Offering Automated Video Management Platform And Supporting VAST Says CEO Cahan

Co-CEO Knopper Reviews FreeWheel’s Latest Financing And Product Features

FreeWheel Creates PAVE, Discusses Necessity Of Fully-Integrated Video Solutions For Publishers

Innovid Choosing Pre-Roll To Grow Platform Says CEO Netter

CEO Morgan On Simulmedia’s Financing And Data-Driven Television Insights

New Simulmedia CRO Jon Werther Looks At Growing Opportunity For Digital In TV

Tremor Media CEO Glickman On Investment And Opportunity Ahead In Video

Search Marketing......

The Clickable Goal: “The Apple of Online Advertising” For Search And Social Says CEO Kidder

April 26, 2010 – 12:05 am

Efficient Frontier Announces Its Demand-Side Platform; Adds Display Media Buying Capabilities To Its Search Platform

Trada Growing A Marketplace For Expertise In PPC Marketing Says CEO Robertson

Digital Out-Of-Home......

Argo Digital Solutions CEO Kates Discusses Digital-Out-Of-Home Audience Buying And Planning With rVue 2.0

Lead Generation......

Inuvo CEO Howe Reviews $4.2 Million Public Offering And Lead Generation Opportunity


Flurry CEO Khalaf On New Funds And Current Mobile Ad Network Performance

Mobile Ad Network Jumptap Discusses The iPad Advertising Opportunity

Mobclix’ Subramanian Looks At Heartbeat Acquisition And Mobile Ad Performance

Criteo Brings Scale To Display Retargeting Says CEO Rudelle

Mexad Enabling Ad Exchange Buying Across Europe Says CEO Berlik

MediaTrust CEO Bordes Discusses Bardon Acquisition And Performance Marketing Momentum

PerformLine Offering Cross-Digital Channel Verification Says CEO Baydin

TellApart Targeting Incremental Revenue For E-Commerce Says CEO McFarland

Publishers...... CEO Frind Says Selling Your Site’s Data Will Reduce Your Site’s CPMs

United Online’s CSO Helfand Discusses Adcurate Audience-Buying Platform

Media Buying Ad Technology......

Centro Looks To Automate The Buying Of Premium Inventory With Transis Says Pres Riegsecker

What Atlas And DoubleClick Did For Direct Marketers, Pictela Will Do For Brand Marketers Says CEO Rogers

The Trade Desk CEO Green Announces Funding And Investors

Platform Technology......

AppNexus Is A Real-Time Ad Platform – The On-Ramp For Companies Like DSPs Says CEO O’Kelley

Publisher Ad Technology......

aiMatch To Build Value In Direct And Third-Party Inventory Says CEO Wood

GM Burke Says FatTail Offering Supply-Side Platform Solution

Yieldbot To Offer Publishers Control Of Their Data Says Mendez

ZEDO Optimizing Publishers’ Ad Networks And Providing Self-Serve Platform Says CEO de Souza

Privacy Regulation......

Better Advertising Will Create More Trust Between Consumers, Companies And The Government Says CEO Meyer


Winterberry Group Releases Brand Safety Report – It’s Not Necessarily About Full Transparency For Marketers

Targeting Technology......

OpenAmplify CEO Redgrave Discusses Brand Engagement With Semantic Technology

Resonate Networks CEO Gernert On Attitudinal Versus Demographic, Psychographic Targeting

Social Targeting And Marketing......

Europe Ahead In Mobile And Creative, But Behind In Rich Media, Video And Data Says VP van den Heuvel of Amsterdam-based eBuddy

Hooked Media Group Looking To Address Publisher Model With Yoo-Mee Says CEO Uppal

Sprout Providing Engagement Through Display Ads For Brand Marketers Says CEO Williams

Traffic Tools: Serving, Quality and Attribution......

Ad-Juster CEO Lewis Discusses Traction And SaaS Implications

Adometry Offering Effectiveness Metrics And Verification Says CEO Ewel

AdSafe Media On Transparency Into Display Ad Inventory And iFrame Challenge

New Report Says Social Networks Have Less Click Fraud

Anchor Intelligence CEO Miller On New Search Product And Audience Targeting

Convertro Tackling Cookie-Free Attribution For Digital Marketers Says CEO Zwelling

DoubleVerify’s Netzer Verifies Capital Raise And Company Plans

Mpire Announces Ad Blocking For AdXpose; CEO Kirby Winfield Discusses Feature And Clients

Mpire Announces AdXpose API; CRO Winfield Discusses Pricing and Services Layer

TagMan GM And Founder Baron Discusses Funding And Business Momentum

TrackSimple Looking To Layer Predictive Analysis On Actionable, Big Data Says CEO Ingalls

Back Office......

Solbright CEO Pace Says Advertising Will Remain Major Way Publishers Create Revenue; Discusses Company’s Back Office Solutions

Venture Capital......

M&A This Year, Especially Q3 And Q4 Says DeSilva+Phillips’ MacDonald

First Round Capital’s Fralic Says Team and Market Size Are More Important Than Product

Demand-Side Platforms, Small Advertiser Solutions And Social Targeting Interest Highland Capital’s Nichols

Yield Optimization......

PubMatic CEO Goel On Ad Price Index And Publishers

CEO Goel Discusses PubMatic Premier Platform, Defines Its Version Of The Sell-Side Platform (SSP)

Rubicon Project Announces Real-Time Bidding And Publisher Controls


Innovation Interactive Leveraging Dentsu To Expand Search/Display Offering And More Says Co-CEO Margiloff

March 29, 2010 – 1:03 pm

Will Margiloff is Founder and co-CEO of Innovation Interactive, a digital marketing services company owned by ad holding company, Dentsu.

Can you share the progress being made with the integration into Dentsu? Any unforeseen synergies being unlocked at this early stage?

We are in the early stages of our deal so many of the opportunities are just unfolding. Both Dentsu and Innovation Interactive’s core business philosophies are very similar in that we put the client at the center and develop services and solutions around their needs. So some of the immediate opportunities we see involve offering expanded services to Dentsu's customers across the digital spectrum ranging from search/display management and attribution technology, audience network offerings and agency solutions such as paid search management and social media strategy.

Please discuss Innovation Interactive's DSP strategy.

First, we don’t believe that DSPs will save the world. DSPs will definitively give agencies better control, transparency and data collection capabilities where they didn’t have it before. But they will not replace 100% of display inventory. There will always be room for network buys with differentiated offerings whether that is unique data used for targeting, vertical players or added capabilities such as advanced analytics as an offering on top of a media buy.

We’ve been running a DSP in effect for several years at Innovation Interactive. We have all of the components -- from a search optimization and attribution technology (DSSP-Demand Side Search Platform), to the necessary hooks into the exchanges and direct inventory sources, to the data warehousing and application of that data to optimize media spend and performance. With millions of clicks from $550 million in annual spend, $8 billion in transactions and on-site behavioral information on millions of users (used only with permission from our clients), our data is farther down the funnel and richer than most companies in the space. We also have a sizable in-house media buying team that’s spent years buying on the exchanges and on an auction model. We’re far along in our efforts in this area, which we began years ago because we saw efficient auction-based media capabilities as a core and increasingly more important benefit to our clients. (use of the data is only done with permission from our clients)

What's your view regarding exchange buying? Is it the next big thing? Can it "go global?"

It is definitely a U.S based phenomenon right now. We have offices in Japan (#2 market), UK (the #3 market) and Brussels (Headquarters for our European operations). We don't see exchanges flourishing the way they are in the U.S yet. We believe they will soon, so it’s critical that agencies build their DSP offerings in a flexible way for international capabilities.

Do you see pricing models changing? Will cost per engagement become a standard?

On the performance display side, you’re going to continue to see CPM and CPA/rev share pricing. Just about everyone agrees that CPC pricing is the wrong model for graphical ad units for branding. For video and rich media advertising, you’ll see a combination of CPM and CPE. While CPE is appealing because you are paying for performance, the effective CPMs can often be higher than marketers can bear. In those cases, they’d prefer to pay on a CPM and optimize on a CPE.

In general, how do you see the media agency model evolving over the next 2-3 years?

Depends on the client objective. For brand work, I see a movement towards a fixed fee model based on a scope of work, although commission based models will still be prevalent. For direct response objectives, we see a lot of momentum towards pure or hybrid based agency compensation models where a material portion of the agency’s compensation is based on exceeding definable ROI objectives. This model has both more risk and more reward for the agency as the floor compensation is much lower but the agency is able to participate in upside value they produce. Value based compensation aligns compensation between agencies, publishers and marketers.

Do you have a data strategy for Innovation Interactive? If so, can you share the broad strokes of it?

We have a rich set of proprietary data which we are warehousing and applying to the optimization of media. Our search marketing optimization and media attribution technology SearchIgnite measures both PPC and SEO click and conversion data, while our audience targeting platform Netmining gathers a wide variety of site analytics and display click stream and conversion data. We also gather a variety of social and earned media data for clients utilizing our digital and social planning capabilities. With all of this data, we’re focused on helping our clients optimize and properly attribute performance to better understand how various media channels are working together.

So we are better positioned than most companies due to the fact that our data is farther down the funnel and thus more relevant and we own the proprietary technology that gathers it. We believe that leads to better transparency and results for our clients. (use of the data is only done with permission from our clients)

Should agencies build and/or buy technology? Or should they just "rent"? What's Innovation Interactive's view?

This is simple. It depends on their capabilities first and then their use and acceptance of technology. We believe it is important to own the technology but that plays well with our client’s needs. There are other companies that focus on other elements of a client’s needs and just don’t need to own the technology to be successful. An example of this is an agency that does mainly creative with limited full-service clients. For a company like this, it might be better for their business model and their clients to rent rather than own technology. It really is a DNA thing.