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Joshua Koran

Member since January 2013Contact Joshua

  • CEO Koran Consulting
  • Los Altos California
  • 94022 USA

Joshua has more than 15 years of experience in the online advertising industry. He is one of the most knowledgeable marketing analytics and behavioral targeting experts, having designed applications that generate more than 30 percent of the industry’s annual behavioral targeting revenue. Prior to joining Turn, Joshua was vice president of product management, research and data monetization at AT&T AdWorks. In this role, he was responsible for the architecture, product vision, and roadmap for the industry’s first three-screen audience platform. Joshua also advised the company on positions to take regarding digital advertising and privacy. Prior to AT&T AdWorks, Joshua was vice president of targeting and optimization for ValueClick, Inc., where he oversaw product development of the company’s behavioral targeting platform and served as head of product for ValueClick Media. He previously served as the director of product management and engineering at Yahoo!, where he designed and patented Yahoo!’s behavioral targeting platform. Joshua has held director-level positions at other leading online marketing analytics firms, including Angara and Personify. He is a member of the Mobile Marketing Association, Advertising Technology Council of Interactive Advertising Bureau, Networks and Exchanges Committee, and Quality Assurance Guidelines 2.0 Taskforce. As technical expert for Ad Network Educational Consortium, he advised Congress on proposed privacy legislation. He holds a B.A. from Boston College, a J.D. Law from U.C. Hastings College of the Law and a M.B.A. from Oxford University.

Articles by Joshua All articles by Joshua

  • Privacy Issues: Addressable Vs. Identifable Advertising in Programmatic Insider on 08/01/2014

    Marketers want to engage audiences. Yet most media spend still targets content, using this as a surrogate for the audiences that frequently consume this content. Until recently, it was technically and commercially unreasonable for both buyers and sellers to negotiate for subsets of broadcast media content (e.g., television, radio, newspapers, magazines, billboards, etc.) based on buyer-defined audience segments. With the advances in programmatic media planning and execution, we have seen these barriers erode amid the rise of audience-based tailored advertising.

  • Direct, Upfront and Guaranteed: Navigating the Inventory Landscape in Real-Time Daily on 03/21/2014

    Both buyers and sellers are rapidly adopting marketing technology to enable programmatic buying. Buyers like the visibility and control that managing all media spend through a single interface affords and the higher ROI it produces. Publishers like the increased revenue that programmatic yields by enabling far more demand for their inventory than can be sold via a direct sales team. That said, everyone would appreciate greater simplicity to help marketers navigate the vast programmatic landscape.

  • Inventory Discovery Is The Key To 'Programmatic Waste' Management in Programmatic Insider on 12/18/2013

    The "new" programmatic direct transaction model follows the same pricing mechanism as the traditional guaranteed inventory model. Thus, buyers find themselves in an automated landscape in name only, where they are locked into the same guaranteed contracts with publishers, without help from a sales team to identify which products best map to the their target audience. Fortunately, there is a solution, which we call "inventory discovery."

  • Three Essential Truths about RTB in Real-Time Daily on 07/03/2013

    The real-time bidding (RTB) industry is often rightfully called a confusing landscape with lots of acronyms and concepts that veil what vendors actually do. Even engineering PhDs often find RTB, programmatic marketing, and "big data" to be fairly complex. As part of this mission, I'd like to explore how demand-side platforms (DSPs, the programmatic media buying technology) handle this potential scenario: If two competing brands using the same DSP both covet the same bid request, which one should win?

  • Why You Need To Care About Programmatic Premium in Real-Time Daily on 02/11/2013

    In our lightning progress toward a programmatic future, we in ad tech sometimes forget to stop and bring the rest of the world up to speed about what excites us. The latest buzz is about "programmatic premium," and I'd like to explain to marketers why this is something they should be jazzed about.Traditionally, media buyers were locked into guaranteed contracts with publishers -- a fixed rate for a fixed number of impressions, regardless of the audience that is shown a given ad. The demand-side platform (DSP) programmatic interface enables buyers to cherry-pick the impressions they are interested in and at prices that are ROI-positive.

  • How To Get More Out Of Your DMP in Real-Time Daily on 01/29/2013

    In 2012, we saw the incredible power of data to drive elections, and to help enable the next generation of hyper-efficient marketing. This year promises to fully demonstrate how big data, small data or just the right amount of data is driving online advertising success for brands and marketers. Right now is a great time to reassess your strategy and audit how you're managing the process.

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