More top publishers are opting into programmatic ad networks to sell premium advertising. Varick Media Management recently signed deals with Time Inc., News Corp., American Media Inc. and Wenner Media and will help them sell ad units that feature photography, videos and other types of media for their websites.
Varick Media Management
Is it time to blow up the agency trading desk model? Maybe not. But changes are afoot as the industry grapples with the long-term prospects of owning and maintaining separate stand-alone businesses designed to deliver audience-based buying.
Media buyers typically hire outside tech companies to manage all the data their campaigns funnel back to them. After all, agencies aren’t usually in the business of building technology, so it often makes more business sense to turn to an ad tech company like BlueKai, which offers a robust data management platform (DMP).
A few weeks ago, Adweek ran an investigative feature on the impact of the flux of venture capital dollars into the ad tech space. The piece generated a lot of reaction—mostly positive, though some readers did not agree with much of the piece.