Q Thoughts

ownerIQ's staff (aka – "The Q") shares our insights and opinions on how marketers can more effectively impact today's shopper along the digital path to purchase. "The Q and A" provides honest and practical answers to the questions and challenges facing digital advertisers in the areas of second-party data, programmatic buying, shopper marketing, co-operative marketing, attribution, and emerging media.

Robert Daniel on Panel at SES

by Robert Daniel

I had the pleasure of participating on a panel at SES entitled “RTB, DSP, ATD, WTF: Finding Quality is a Sea of Solutions.” It was moderated by my old colleague Jay Sears, and had the following participants also on the panel:

– Jeff Green, CEO & Founder, The Trade Desk
– Nathan Woodman, Managing Director, Adnetik
– Chris Sukornyk, CEO, Chango, Inc.

My three key takeaways were:

(1) Exchanges are bringing more creative business models into the ad tech ecosystem,
(2) Search specialists should be thinking more about display now that both can be bought via bidding models, and
(3) Hitting client objectives should be more important than RTB for the sake of it.

Exchanges are bringing more creative business models into the ad tech ecosystem. When I joined OwnerIQ in December of 2009, we had relatively little business running, but we literally had billions of impressions to choose from every day. That dynamic was fascinating for an ad tech veteran like myself, because there was no cap on how large a contract you could sign. Sure, you had limitations like impressions in a particular geo—or in our case, ownership signals—but our business has scaled exponentially more quickly, since we do not need to call on publishers for remnant inventory…we just buy via the exchanges. Since I joined OwnerIQ, I have seen many types of targeting models flourish—from ownership in our case, to social data, search, and tons of new audience models coming soon. Prior to being on this SES panel, I was not familiar with The Trade Desk or Chango, but while I was sitting on the panel, I was amazed that AdNetik, The Trade Desk, Chango and OwnerIQ could all be working with the same client and be integrated with the same RTB exchanges, but we would all likely be bidding on different cookies in different ways and we could all be succeeding.

Search specialists should be thinking more about display now that both can be bought via bidding models. I’m certainly biased, but I found the content on the panel very informative.

However, I was surprised that the panel was so lightly attended at SES.

Maybe it’s because it was the last panel of the day, or maybe because many of the participants on the panel were up-and-coming, but I think search specialists should be thinking more about display, now that both can be bought via bidding models. With the advent of exchanges, the skill set for buying SEM and buying display are very similar. Both are auction-based environments where data and analytics are king and everyone is forecasting more growth in display than search. There are tons of ways search specialists can start buying display, including:

– buying retargeting
– buying search retargeting data
– buying ownership and/or intender data

Hitting client objectives should be more important than RTB for the sake of it. I am a big fan of RTB; It gives you maximum control and transparency. However, companies should not limit themselves to only utilizing RTB inventory. OwnerIQ is integrated into all types of biddable inventory, whether they are RTB or not. We are happy customers of Right Media, to which we connect via an API and AOL’s Ad Desk, which we use a self service portal to buy from. We can set our bids at our discretion on both these inventory platforms, but we cannot access them via RTB. However, for many campaigns, these platforms outperform RTB, and our flexibility in working across all types of biddable inventory gives our clients maximum campaign performance.

Check out the video of my panel on the ContextWeb Blog here.


Categories:Posts from 2011


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