Tom Shields
Member since March 2017Contact Tom- Chief Strategy Officer AppNexus
- New York New York
- 10010 USA
As Chief Strategy Officer, Tom leads AppNexus’ Enterprise Product division. Tom was the co-founder and CEO of Yieldex, acquired by AppNexus in April 2015. At Yieldex, Tom pioneered advanced forecasting and analytics for top publishers like Comcast, Viacom, ESPN and Pandora. Prior to Yieldex, Tom was a co-founder and Chief Technology Officer at NetGravity where he developed mission-critical real-time ad server software, leading to a successful IPO in 1998.
Articles by Tom All articles by Tom
- What's Next For Header Bidding? in
Real-Time Daily on
03/23/2017
With publishers adopting header bidding in droves, it's clear they're increasing revenue, sometimes dramatically, by replacing their waterfalls. Across the board, eMarketer found 48% of publishers in 2016 reported higher CPMs, and 31% saw increased yield. With all the momentum gained in 2016, where is the industry going in 2017? Here's my take.
- What's In Store For The Ad Tech Industry in 2015 in
MediaDailyNews on
01/06/2015
In a world where context is increasingly commoditized, publisher first-party data has become a key differentiator to command higher value for publishers and marketers. In 2015, we should see more marketers using both publisher and marketer data together.
- Differentiation Creates Value in
Programmatic Insider on
01/22/2013
If column inches and growth rates are any indication, 2012 will go down as the Year of Real-Time Bidding (RTB). Truth is, RTB is great for buyers who want to efficiently acquire cheap audiences at scale. However, by its very nature, RTB shoehorns everyone's inventory into the same mold so that algorithms will have consistent data for decision-making. The problem is that this one-size-fits-all approach actually fits nobody and is the first step in a race to the bottom for CPMs.
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