Comments on: Wrong-headed Thinking about Publisher Inventory

By: Agencies Talking Demand-Side Platforms And Exchanges; PaperG Takes 1.1 Million Paper Dollars; CPX Interactive To Join DSP Game?

Thu, 03 Dec 2009 13:42:47 +0000

[...] CPM Advisors CEO Rob Leathern takes a critical look at a recent Rubicon Project report on his Zeronomy blog. In addressing how publishers manage their inventory today, Leathern writes, “Some very well-known publisher brands appear to be giving themselves liberally to anyone with an ad to show.” Read it. [...]

By: JT Batson

JT Batson — Thu, 03 Dec 2009 01:42:17 +0000

While your comment is misinformed, I think the larger point is that there are tons of people talking about the benefits of more automated ways of buying for advertisers, there is no one actually helping the publisher. We see that as our job.

This is what premium publishers tell us— they are worried that in a rush to chase after new sources of (still small) dollars, publishers put themselves in a position that hurts their business long term. RTB and other 3rd party platforms generally make sense for publishers, but they want the controls to manage all aspects of their business properly.

We’re always happy to talk with anyone in more detail about our technology, in fact it’s something we spent a fair amount of time doing at ad:tech NY. To learn more about our optimization technology, for example, visit http://www.rubiconproject.com/...

By: Philip

Philip — Wed, 02 Dec 2009 22:24:45 +0000

Jason, you are absolutely correct! Although I question the long term viability of the Demand Side networks, you are right in Rubicon's flaws

By: JT Batson

JT Batson — Wed, 02 Dec 2009 18:42:17 +0000

By: Philip

Philip — Wed, 02 Dec 2009 15:24:45 +0000

Jason, you are absolutely correct! Although I question the long term viability of the Demand Side networks, you are right in Rubicon's flaws

By: Jason Schechter

Jason Schechter — Wed, 02 Dec 2009 00:28:33 +0000

The real truth is that if Rubicon had any real technology they could support RTB. But because they don't, they have to run from it and fearmonger. Get real. RTB is nascent but eventually will power a meaningful (certainly not all) portion of indirect display advertising.

By: JT Batson

JT Batson — Tue, 01 Dec 2009 23:49:35 +0000

Hi Rob-- thanks for your comment on our market report.

I agree with you-- and certainly not all demand side platforms are the same. And over time, I would imagine many if not most would have the ability to distinguish all the different characteristics you reference. But with how most dollars are being transacted today, loss of brand value is something publishers should be concerned about.

I am a huge fan of bringing technology and automation to this space -- and of publishers embracing third party technology and channel partners to help them connect to profitable dollars. We are still in the early days here-- I imagine lots more innovation to come.

Good stuff!

JT