Is it just me, or are the lines between buyer and seller blurring in the programmatic marketplace? First Rubicon Project goes fully
neutral, launching a spate of products aimed at the demand-side. Now a major agency trading desk is planning to diversify its services to the sell-side. That’s what Varick Media Management
President Paul Rostkowski told me when I ran into him at Martini Media’s “Hangover 3” themed NewFront event this morning. “We’re talking to publishers to see if we can
help them too,” Rostkowski told me when I asked him what was new. Specifically, he said VMM is considering marketing its new, homegrown data management platform to the sell-side.
Why would they be interested in licensing that? “Because we’ve built the first data management platform designed by and for media planners,” Rostkowski said,
implying that should create a lot of value for publishers who want to understand how to target advertising budgets based on how they actually target consumers.