Todd GarlandMember since April 2014Contact Todd
Founder, http://buysellads.com, working hard to automate the buying and selling of all the world's quality digital ad inventory.
Articles by Todd All articles by Todd
- Transparency, Trust, Profits: When Publishers Take Control Of Their Revenue in
Marketing Daily on
Bringing publishers and brands closer together also results in the most immediately beneficial outcome: reducing the dreaded bloat that comes from too much ad tech.
- RTB Is Anti-Publisher At Its Core in
Real-Time Daily on
When did it become acceptable for advertisers to allocate a perceived value to a publisher's inventory? If we're looking for examples to help us define the concept of onerous terms, look no further than the ecosystem built, and continually propped up by, RTB advocates. I'd like to say that it's insane. Imagine walking into a car dealership and then simply telling the salesperson what you will be purchasing a car for. Do you think a dealership would let you walk out with the keys? That's exactly how RTB exchanges work today.
Comments by Todd All comments by Todd
- IAB Talks About Consumers, But Doesn't Listen To Them
(Publishing Insider on
Painting AdBlockPlus and similar technologies as the villians here is a waste of time, resources, and valuable energy that should be spent against the actual issue here: Ad tech has eroded consumer trust and betrayed publishers. I would rather see my yearly IAB dues spent on investment in publisher-side education and overall regulation of ad tech companies. I wrote about this and some more in a post recently titled "It's Time For Ad Tech To Evolve": https://www.linkedin.com/pulse/its-time-ad-tech-evolve-todd-garland
- Verify The Responsible -- Ban The Blockers
(London Blog on
To your "First point to the publishing industry", it's happened because ad tech has never been able to keep their hands out of the proverbial cookie jar (yes, pun intended).AdBlockPlus isn't the issue here - and every time we talk about whether or not we agree with their business model we're sidestepping the core issue. ABP is not forcing users to install ad blockers. The issue is ad tech allowing really bad stuff to exist within the ecosystem that has led to the rise in ad blocking. There are many ad blockers out there who do not accept money from large ad tech companies to be "whitelisted".
- RTB Is Anti-Publisher At Its Core
(Real-Time Daily on
Benny, thank you for the comment and reply. I like your analogy to the public stock market and private market. Obviously, this is a nuanced and complex issue, and is more worth considering but a 500-word article has its limitations. To date, RTB companies have failed to control the rampant fraud they're faced with today. Fraud is also a core reason (there are many) we see such accelerated ad block adoption from users. The pressure RTB put on pricing isn't my issue. My issue is how RTB entirely removed publishers from the equation. Publisher control evaporated, and, as a result, fraud that has continued to grow. When publishers sell direct to marketers, they have close communication with them and are very easily able to determine the value an advertiser places on their inventory. While not "real-time", this value is still being established by the market and a publisher can adjust its pricing accordingly. The idea that RTB has created an efficient market for legitimate publishers is not accurate. What RTB has done is create an effective market for the fraudsters.
- RTB Is Anti-Publisher At Its Core
(Real-Time Daily on
@Matthew - thank you for reading the article. We'll eventually publish the full article. This is just a short excerpt from a longer editorial we've written. There is definitely more to this, and it's a complicated issue. I've written a couple of other pieces over the last few weeks that also touch on RTB and digital media. You can read them both here: https://medium.com/buysellads-restoring-the-balance For the record, I don't believe that RTB has created an efficient market, and I also remain quite skeptical that it will, considering its abundance of fraud and ad tech's inability to police itself. I mean, 90% fraud (http://adexchanger.com/ad-exchange-news/6-months-after-fraud-cleanup-appnexus-shares-effect-on-its-exchange/), come on. Yes, RTB did bring about more sensibility to inventory pricing, but it failed to self-regulate and prevent the situation that we now find ourselves. Prices in RTB today for legitamate impressions are undervalued. As RTB cleans itself up (again, I'm not convinced they will make enough progress before publishers move on and seek alternative solutions) there will be a return to higher CPMs for the legitimate publishers out there. My message to publishers is: enough is enough, it's time to move on.
- BuySellAds Scores Programmatic Media Deal With U.K.'s Kantar
Val Brickates Kennedy
(Bay State Blog on
Thanks for the post Val!
- The Coming Subprime Advertising Crisis
(Online Spin on
Ron is right, it really just comes down to working with quality publishers who are passionate about the content they are creating. Curation is critical for folks selling media, if they want to stay above the impending implosion of the junk being bought/sold these days. The only thing I disagree with in the article relates to impressions: the value of an impression really doesn't matter, or have as much impact as the article would suggest for advertisers who are actually measuring their ROI. It's just an industry wide standardization on which to charge for access. If a buyer tie's back media spend to ROI, whatever metric you sell them on ultimately doesn't matter and only changes how they calculate the ROI.