Nathan Woodman of Havas Digital S Adnetik on the Future of the Media Agency
VOLUME II
January 1 – April 30, 2010
The Q&A’s
Learn from the Ecosystem
TABLE OF CONTENTS
Agencies......
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
Brand.net 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
Analysts......
Data Nugget: Banner Ad Spending Will Be 20.9% Of Internet Ad Spending This Year Says eMarketer’s Hallerman
Buying Platforms......
AdBuyer.com 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
XA.net 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
Simpli.fi 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
Mobile......
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......
PlentyOfFish.com 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
Research......
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
Agencies
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.