Demystifying Agency Trading Desks: Power's In Analytics & Integration, Not Pork Bellies - 04/05/2012...
Last week at the 4A’s “Transformation LA 2012” conference, I moderated a panel on “Agency Trading Desks and Demand-Side Platforms.” To me, the online ad trading desk world is a confusing, algorithm-chocked sector where math geeks buy and sell digital display ads in computer-automated virtual “trading pits” not unlike the trading of pork bellies -- so I was a bit apprehensive going into the session. I didn’t come out of Wall Street, and never really worked around automated ad trading systems much.
The panel was a who’s who of the space, with the four largest holding companies each well represented -- by Quentin George, the Chief Digital Officer of Mediabrands; Josh Jacobs, president of Accuen; Brian Lesser, the CEO of Xaxis; and Kurt Unkel, EVP/GM-Audience On Demand, VivaKi Nerve Center. The sell-side ad network world was represented by Joe Apprendi, CEO of Collective, while JT Batson, president of Mediaocean, represented stewardship and billing systems. Once I started talking to the panelists to prepare for the session, I realized that many of my assumptions about agency trading desks were wrong. Here were my four big takeaways:
Your new post is loading...
