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Jeff Hirsch

Member since October 2004 Contact Jeff

Jeff Hirsch has over 30 years of management and marketing experience including over 18 years in the digital space. Hirsch has worked in both start-up and large companies, boasting significant successes at companies such as AudienceScience – where he served as CEO of the global data technology company, Fastclick – where he served as Chief Revenue Officer from start through exit, and Valueclick – where he served both pre-IPO and later as the SVP of Business Development. Earlier in his career he served as the CEO of both Inc. 500 Company, Xymox Systems, and of regional ad agency, Jeffrey Scott, Ltd. Jeff thrives on the energy inherent in fast growth environments and the challenge of building successful companies.

Meet Jeff at MediaPost Events

  • Jeff attended Future of Media, October 03, 2012
    New York University Kimmel Center
  • Jeff is attending OMMA Display in LA, July 24, 2012

  • Jeff attended OMMA Audience Targeting, March 22, 2011

  • Jeff is attending OMMA Global at Advertising Week, September 27, 2010

  • Jeff attended OMMA Display, July 19, 2010

Articles by Jeff All articles by Jeff

  • Pop Goes The Social: 4 Signs The Social Media Bubble Will Burst  in Social Media & Marketing Daily on 04/23/2014

    As the market has become flooded with social media marketing solutions and providers, the ad industry is fast approaching the tipping point of inevitable decline. When overall market demand is skyrocketing, it's easy to sell futures even if you don't quite have the talent and technology to back it up

  • Macroeconomics And The Digital Space in Marketing Daily on 01/31/2014

    Recalling eighth-grade civics may not be the most exciting thing in the world. However, if you'll bear with me, the fundamental principles of economics can help us understand some of the behind-the-scenes dynamics of the state of the digital economy.

  • Stop Saying Ad Networks Are Dead Or Dying - Just Stop in Real-Time Daily on 12/02/2013

    It's time to stop pronouncing the death of the ad network and realize that not only are they here to stay -- these companies provide a valuable service to both advertisers and publishers. These businesses continue to evolve and have even proven their value with Wall Street investors.

  • In Programmatic, The Pressure Is On Creative To Deliver The Goods in Real-Time Daily on 10/08/2013

    Programmatic advertising has made it easier than ever to get the right message to the right consumer at the right time on the right device. There's an abundance of data to work with, and that data, activated by technology, takes most of the guesswork out of targeting. When an advertiser identifies a consumer that demonstrates a number of specific behaviors, then they can serve ads to these people live and in real time. The benefit to programmatic is that now advertisers can have campaigns that are always on-call. We have taken the path to efficiency to a new level and we are not done yet. This amount of accuracy presents a new challenge and responsibility. Now that we're able to serve relevant communications, the pressure is on to message with finesse. All the right levers have been pulled automatically to hit the target, now the onus is on the creative to deliver the goods. In a programmatic world, the creative may be the only remaining variable in the performance equation. We now have a need for programmatic creative.

  • Online Video: Segmenting The Current Media Darling in Video Insider on 06/24/2011

    New media trends last about a day and a half in the digital marketing business. And now it is online video's time to bask in the limelight like a shiny new coin, vying for media buyers' attention and dollars. It has moved within a year from the hot media with great CPMs for publishers and high engagement for advertisers to a rapidly maturing channel that lives in the same neighborhood as mobile and search, or at least the adjacent zip code, with mobile and tablets subletting nearby.

  • How Data is Shaping History in Online Media Daily on 11/24/2009

    Innovation and advances in technology have continuously created circumstances that significantly alter how people live their lives, make a living, thereby changing the course of history.

  • Vertical Networks: So Close But Yet So Far in Online Media Daily on 05/28/2008

    Following trends in the online space is a lot like watching reality TV shows. There are hot concepts that spring up all the time--some that stick and some that fall off the face of the map.

  • BT: Beyond the Click Through in Online Media Daily on 01/14/2008

    As the lowest common denominator, it is clear why CTR has emerged as a primary measurement criterion around ad effectiveness. It is, however, often one of the most misleading metrics available. There's a huge difference between measuring click through rates and measuring why people click on ads or links in the first place. Let's explore the value behind measuring why people click and how this understanding can make a huge difference to campaign results.

  • How To Evaluate A Network Buy in Online Media Daily on 12/19/2006

    Marketers have long recognized the value ad networks can provide, but the same force that is driving marketers to networks--cost--can prevent them from maximizing the value of their network ad spending.

  • ValueClick: Say Yes To Ad Networks! in Online Media Daily on 02/21/2006

    Why are there ad networks? Anyone know the reason? Apparently Ari Rosenberg, author of "Just Say No to Ad Networks," does not.

Comments by Jeff All comments by Jeff

  • Ad Nets Brace For Programmatic Shakeout, Will News Corp. Be First Of Many? by Tyler Loechner (Real-Time Daily on 08/21/2013)

    There are billions of dollars in ad spend going through ad networks Chris. Google is the largest of the group, running a display ad network. In this day and age, networks can not survive if they don't provide value to both advertisers and publishers. Publishers can not afford sales teams large enough to sell all of their inventory and advertisers can not afford media buying teams large enough to buy across thousands of sites. Networks provide a true value in aggregating supply and demand and adding in things like optimization technology, data targeting, attribution assessment, etc. If there is NO value - why so much volume to this day?

  • Ad Nets Brace For Programmatic Shakeout, Will News Corp. Be First Of Many? by Tyler Loechner (Real-Time Daily on 08/21/2013)

    There have always been premium publishers that have worked to hold onto their inventory, and make it all 1st party sold. Some have succeeded and some have not. It's the nature of the business. Ad networks exist to help connect buyers and sellers of media, and add value to the connection. This doesn't change in a programmatic world. There remains a dearth of quality inventory and tremendous, fragmented demand. Moves like this will likely point out ways that all players in the space can find the right mix of selling, technology, and 3rd party partnerships.

  • Will Need For Transparency Drive Ad Networks Out Of Business? by (RTB Insider on 06/06/2013)

    Many networks have started talking about their offerings in terms of "full service campaign execution." That's really what you get with a network - they put together the best of the best technology, inventory, data, targeting and optimization and package it together as a comprehensive offering to an advertiser. Networks make margin on this service, and provide the value to back it up. Advertisers that are optimizing to an eCPA are getting pricing transparency - they are paying for results that they see every day. As far as site transparency, the business model or technology platform of a network or DSP has nothing to do with transparency- providing a site list can be done in either scenario. It's a business issue negotiated between the client and the inventory access supplier and is not contingent on the business model itself.

  • How To Solve The Viewable Ads Debacle by Cory Treffiletti (Online Spin on 03/28/2012)

    It looks like the point being made here is to establish different pricing based on where an ad is, or its "viewability quotient." What is the problem we are trying to solve here? We are trying to assure that advertisers receive the appropriate value for their spend and that publishers deliver value. If we had appropriate measurement systems for the value of online advertising beyond clicks and actions, true attirbution, then it wouldn't really matter how "viewable" the ad is. What would matter is what your ROI is on the spend on that placement. This then makes all placements on the same playing field in terms of providing value. DR advertisers know this and the eCPA of a campaign drives determination of inventory/campaign value. If we had a similar metric for branding campaigns, we wouldn't need to create havoc in our industry trying to adapt to a radical concept such as 'viewable' with all the tremendous cost of change that goes with it.

  • Behavior Modification: The Mobile Edition by Steve Smith (Data and Targeting Insider on 03/16/2012)

    In my former role as the CEO of AudienceScience (formerly Revenue Science) I publicly apologized while on numerous panels at various industry events for the fact that company coined the term "behavioral." It was introduced by our former CEO around 2003 and I agree that it was an unfortunate moniker that stuck. On behalf of my former company, I'll apologize again. That said, when you are leading the charge on something as important as the use of data to drive digital efficiency and performance, the word was a relevant descriptor.

  • Ad Networks Are For Idiots -- And Here's The Math To Prove It by David Koretz (Online Publishing Insider on 04/09/2009)

    I find it interesting that blame is being placed on networks for rates dropping. Anyone observe anything about the massive proliferation of supply? Put that next to an economy that pressures demand, and you have a more realistic answer to pricing issues. Networks provide publishers with a viable outsourcing mechanism for monetizing their inventory that there were not able to sell based on their salesforce productivity, their value proposition, their customer base, their vertical, their audience, etc. It is ludicrous to think that and impression, which is no longer monetizable a moment after it exists, should be left underutilized. Networks can call on different clients, sell outside of site verticals, aggregate audiences, optimize against wide swaths of inventory. These are things a site can not always do, meaning that there are valid business reasons for both approaches. A systematic look at yield and appropriate sales channels is not an web advertising issue - it is relevant in most industies. I find it interesting that while we are speaking there are dozens of publishers creating their own networks. Perhaps they are telling us that the question is not whether there should be networks selling, but whether or not there should be any other way to sell! --

  • Is Opt-in The New Opt-Out? by Steve Smith (Data and Targeting Insider on 03/13/2009)

    Just a quick reminder to folks -- any one company that is providing information about what is stored in the cookie is ONLY providing information related to their cookie. Therefore, to manage your "preferences" across the web, you would need to manage preferences for each company offering this capability.

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