If there was one group you’d think might express skepticism, even hope, that the march to ad exchanged-traded media would slow, it would be ad sellers for digital media companies. They seem mostly resigned to the idea, or even happy that it might free them up to sell more high-priced packages.
Digiday partnered with SellerCrowd, a Q&A site that’s attracted 3,500 sellers from digital media companies across the industry, to poll its users on this question: “Will the amount of inventory going to ad exchanges and networks in 2012: 1. increase; 2. decrease; 3. stay the same.” The results weren’t very close. Out of 161 votes, 73 percent said increase, 16 percent decrease and 11 percent stay the same.
That’s the general feeling across the industry on the buy side, too. The VivaKi Nerve Center, which serves as the hub of its programmatic buying capability, has mushroomed from five people in 2008 to 215 today. It now has ad-exchange buying operations in 10 markets worldwide. Digiday will run a Q&A with VivaKi Nerve Center chief Curt Hecht later today.
More in Media
NewFronts Briefing: Samsung, Condé Nast, Roku focus presentations on new ad formats and category-specific inventory
Day two of IAB’s NewFronts featured presentations from Samsung, Condé Nast and Roku, highlighting new partnerships, ad formats and inventory, as well as new AI capabilities.
The Athletic to raise ad prices as it paces to hit 3 million newsletter subscribers
The New York Times’ sports site The Athletic is about to hit 3 million total newsletter subscribers. It plans to raise ad prices as as a result of this nearly 20% year over year increase.
NewFronts Briefing: Google, Vizio and news publishers pitch marketers with new ad offerings and range of content categories
Day one of the 2024 IAB NewFronts featured presentations from Google and Vizio, as well as a spotlight on news publishers.
Ad position: web_bfu