May 16, 2012 New York
You can't tell the players without a scorecard. And in the realm of hype-driven, VC-fueled, acronym-addled digital ad tech startups the rhetoric around what companies really do has itself become a running joke. We try to get serious with some of the leaders in the RTB space with a classic Mediapost “Grilling.” Five vendors, one critical and skeptical moderator have at it. What are the key requirements and differentiators that make an RTB provider in this market and how are buyers, brands and planner supposed ot tell the difference among them? What do some of the catch phrases of the new regime really mean to each of these companies: transparency, premium inventory, brand safety, easy integration with networks, data providers and analytics. And where does each of these companies locate the superior value they bring to the table?
- Michael Barrett, CEO, AdMeld
- Michael Rubenstein, President, AppNexus
- Joe Zawadzki, CEO, MediaMath
Where is the performance? Where is the added value? Where are the results? Our panel of buyers, planners and providers in the trenches talks from experience. How are they seeing RTB produce results in campaigns? What segments, product verticals, and offer types work best and worst in these environments? Have best practices for planning and optimizing campaigns already emerged? And what weaknesses in the system choke points and frustrations have surfaced as the machine goes through its first stress tests with actual campaigns?
- Michael Kaushansky, SVP, Analytics and Insights, Havas Digital, N.A.
- Jenna Umbrianna, Platform Media, Hill Holliday