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Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at

Articles by Joe All articles by Joe

  • Bogusky's Visibl Strikes Deal With SpotX, Gives Small Advertisers Access To Premium Video Inventory in Real-Time Daily on 11/24/2015

    Alex Bogusky's Visibl will likely boost its visibility today among Madison Avenue's programmatic video market makers following news that it will enable small- and medium-size businesses to tap directly into publishers' biddable video inventory via a deal with SpotX. Visibl said the deal covers "premium placements with key publishers," suggesting the platform will create competition for big advertisers and agencies pursuing premium inventory. Visibl didn't define what that is in the announcement, but it has said it's goal is to "democratize programmatic ad buying for the little guy, enabling small advertisers to target major sites for as little as $50.

  • Back To School: IAB Unveils Digital Training, Includes 'Certification' Prep in MediaDailyNews on 11/24/2015

    In a sign of how complex the digital ad business has become, the Interactive Advertising Bureau this morning will announce a new training program for industry professionals to bone up, get schooled and develop their professionalism amid constant change and innovation. The curriculum, which is being developed by the IAB as part of its commitment to professional development as well as for exam prep for IAB certification, will be available online via Bisk Education, which is managing the program.

  • Fast-Forwarding TiVo: Why Did Rogers Bolt? in TV Watch on 11/23/2015

    Tom Rogers' sudden surprise departure as CEO signals an inflection point for TiVo, a consumer electronics brand that remains synonymous with consumer control of media, even if Madison Avenue's attention has begun shifting to Web- and mobile-based video.

  • Long-Time Palmer Exec Brophy Joins USIM For National Broadcast Activation in MediaDailyNews on 11/22/2015

    Long-time independent media agency executive Marguerite Brophy has joined U.S. International Media as senior vice president-national broadcast activation. Most recently, she was manager of sales marketing for Estrella TV, but previously spent nearly 20 years at RJ Palmer all the way through its acquisition by MDC Partners and its integration into Assembly.

  • National TV Costs Edge Up, Driven By Broadcast: Cable Demand Sputters in MediaDailyNews on 11/23/2015

    The average price of a national TV ad inched up in September, but the gains appear to be coming mostly from rising demand for national broadcast networks, according to a new monthly media cost index being introduced today by syndicated data firm SQAD and MediaPost. The index, which is benchmarked to a cost of 100 in January 2009, is a simple means of visualizing the shift in media costs over time. September's national TV cost index rose to a 116 from a 109 in August, reflecting a seasonal upswing in demand as advertisers head into the fourth quarter. That's up from a 12-month low of 92 in June and down from a 12-month high of 142 in November.

  • Media Trading Volume Continues Expansion, Reaches Highest October Ever in MediaDailyNews on 11/18/2015

    Madison Avenue's media trading volume continued to build coming into the fourth quarter, with October spending reaching its highest point ever for that month and approaching the highest point since the big agency holding companies began pooling their data through Standard Media Index, which powers the U.S. Ad Market Tracker. The tracker, which indexes the big agencies' media spending volume at 100 in 2009, climbed to a point more than double that -- 213 -- in October.

  • The Eye Of The Beholder (This One's A Beaut!) in RTB Insider on 11/13/2015

    It's been a while since we checked in with the team at independent trading desk Accordant Media, so I was delighted when Founder-CEO Art Muldoon offered a scoop on the company's third-quarter marketplace report. The report has some key insights.

  • MRC Scraps Fully Loaded Requirement For Mobile Ads, Issues Updates On Viewability in Real-Time Daily on 11/12/2015

    Industry ratings watchdog the Media Rating Council today issued updates to its guidelines for mobile viewable impression measurement, including a requirement for an ad fully "loaded" to be counted for measurement. The MRC issued its initial guidelines -- the Interim Guidance on Mobile Viewable Impression Measurement -- in May and said the updates are part of its efforts to move toward a set of final guidelines, which are expected to be released in the first quarter of 2016.

  • Optimedia Holes Bridgestone Golf in MediaDailyNews on 11/09/2015

    Publicis' Optimedia unit has been named agency of record for media strategy, planning and buying by golf equipment marketer Bridgestone Golf. Optimedia's win is a consolidation of sorts. The agency has handled Bridgestone Americas Tire Operations for more than five years, and has also handled the Bridgestone and Firestone Brands. The account will be managed out of Optimedia's Dallas office, with broadcast and digital buying in New York.

  • Real-Time With Tobi Elkin in RTBlog on 11/09/2015

    Well, it was certainly a bummer to lose Tyler Loechner as editor of Real-Time Daily, but things always have a way of working out. In this case, the timing couldn't have been better, because it just so happened that former MediaPoster Tobi Elkin was game to come back home -- and to focus on the programmatic media marketplace too. Tobi and I spent this morning "white-boarding," which makes me think she's going to be approaching this far more strategically and with greater organization than I ever did.

Comments by Joe All comments by Joe

  • What's The Frequency, Kenneth? by Joe Mandese (RTBlog on 11/04/2015)

    @Ken: you inspired it, in more ways than one.

  • Maybe You Should Stop Calling It 'Mobile'? by Cory Treffiletti (Online Spin on 10/21/2015)

    Right on, Cory. I almost always agree with you, but I definitely agree about this. It amazes me so much of the industry has organized around the notion that mobile is a medium, not a way of connecting to media.

  • 'Business Insider' Taps Ad Industry Insider To Lead Agency Sales, Remains Startuppy by Joe Mandese (Publishers Daily on 08/31/2015)

    @Ed: Apparently, it's one of the solutions. I've been hearing this call for simplifying who agencies and clients do business with for a while now. Not just from media suppliers, but technology too. I think agencies and clients are overwhelmed by the number of options they have and they're also worried that they may miss the next new thing if they don't consider new ones. It's a real paradox and I think the interim solution is to do business with fewer, trusted partners. It's what's happening in the programmatic marketplace vis a vis so-called "private marketplace" deals in which publishers and agenies agree to pre-negotiated deals but do it programmatically. I'm not sure there's a long-term solution, because complexity and fragmentation are only likely to grow, not contract.

  • Madison Avenue Shifts $2 Billion Out Of 'Traditional' Media In 9 Months by Joe Mandese (MediaDailyNews on 07/30/2015)

    Ed: You are correct. The data shows that traditional media spending declined by nearly $2 billion and digital grew by about $3 billion and we are reporting on the inference that some of that about $2 billion in budgets shifted from traditional to digital media. 

  • Running Out Of Options: Gore, Sorrell Explore Some New Ones by Joe Mandese (MediaDailyNews on 06/26/2015)

    Ed: Sorrell and Gore actuallly discussed that and whether the World Bank could also play a role in spurring R&D, but Sorrell suggested that the International Energy Agency might be the best body of all. Gore said all of these agencies worked best when the U.S. provided storng leadership and convinced others to come on board, but he more or less implied the solution woudl be from a groundswell of market forces, including the private sector, coming around it.

  • U.S. Ad Volume Expands In May, Digital Exodus Continues by Joe Mandese (MediaDailyNews on 06/17/2015)

    Claudio: This will be updated in the story later, but just to answer your question as best we an at the moment, here's how the market shares looked in May for total media category volume bought through those agencies: TV = 54.9%, Digital = 30.1%.

  • U.S. Ad Volume Expands In May, Digital Exodus Continues by Joe Mandese (MediaDailyNews on 06/17/2015)

    Claudio: We agree. Unfortunately, we are not able to access total volume data, because of our agreement with SMI, which is pooling this data direct from agencies' systems. But I think we can access market share data by medium, which is probably the next best proxy. I'll see if I can get that now and update the story with that ASAP.

  • Google Expands Ad Industry Dominance, Facebook Catching Up by Joe Mandese (MediaDailyNews on 05/11/2015)

    @Ed: I think it would. But let me ask you, do you even know how to separate branding from things like search, sales and DR? I'm not sure it's as easily delineated as it once was. But I would guess Google, Facebook and other digital biggies are weighted heavily toward performance KPIs vs. branding, if only because they generate immediate data to measure the performance.

  • Nielsen Issues Gag Order, Warns Clients Not To Disclose 'Impact' by Joe Mandese (MediaDailyNews on 04/29/2015)

    @Douglas Ferguson: Quaint, whatever that means.

  • Ad Market Saturates, Costs Begin Deflating: Even Prime-Time Not Immune by Joe Mandese (MediaDailyNews on 04/03/2015)

    @Darrin Stephens: Misleading in what way? The chart notes that network CPMs are based on A18-49. It's up to readers to determine whether there is a basis of comparison. The main reason for publishing it is to show each platform's relative CPM trend line. They're all down. That's the point of the story. The big news is that network prime-time CPMs are down.

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