Tweets on Margin

How Publishers Got Ass Whooped By RTB

I have written about the secular trend toward advertisers building out their own trading desks, after agencies built out their own trading desks, in an effort to capture margin from ad networks. What I haven’t written about is how publishers are absolutely suffering in this onslaught. All of this momentum on the advertiser side of…

Trading Desk

Secular Trend: Advertiser Trading Desks

Real-time bidding is probably the most powerful trend changing advertising (not just digital advertising), hence no discussion of advertising would be complete without spending some more time talking about it. RTB has only been available since late 2009, but it is rapidly attracting more spending and gaining market share because it is much more efficient…