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Scott Bender

Member since July 2005

Meet Scott at MediaPost Events

  • Scott attended Online All Stars, January 19, 2017
    The Yale Club
  • Scott attended OMMA Global at Advertising Week, September 26, 2011
    New York Marriott Marquis

Articles by Scott All articles by Scott

  • The Right Prescription For PMP Pain in Digital News Daily on 07/13/2017

    The growth of private marketplace (PMP, aka programmatic direct) activity as a percentage of overall programmatic and digital spending is undeniable. eMarketer forecasts that programmatic direct activity will account for $18.2 billion, or over 56% of all programmatic ad spending in 2017. Yet for all the buzz, many publishers are experiencing more PMP pain than dollars at this point.

  • Programmatic Field Of Dreams?  in Real-Time Daily on 03/16/2017

    With opening day just weeks away, I'm reminded of the classic 1989 film "Field of Dreams." The main character, Ray Kinsella (played by Kevin Costner), is inspired to build a baseball diamond in his Iowa cornfield when he hears a voice telling him: "If you build it, he will come." Digital publishers seem to be hearing a similar message in regard to the programmatic private marketplace (PMP) - that by just making these types of deals available, buyers and their ad dollars will follow. The reality is not that simple.

  • Heroes, Villains -- And Fake News  in Real-Time Daily on 12/07/2016

    Since the election, much has been written about fake news as a "new" phenomenon that may or may not have had an impact on the result. Of course, those of us in this space know that, while the news may be fake, the story is an old one.

  • ABC: Automate, But Coordinate in Real-Time Daily on 10/27/2016

    With apologies to "Glengarry Glen Ross," and its ABC ("always be closing") philosophy, the rise of programmatic means that publishers need to adopt a more holistic approach across all of their revenue channels. The tradition for many digital sales teams has been to keep their inventory in just two distinct buckets. The first is for direct-sold business; the second holds unsold inventory (but let's not call it remnant). Direct-sold has relied on the efforts of the sales team, with unsold inventory managed in isolation by operations, who use their best efforts to monetize. Historically, such direct-sold inventory has always taken priority over inventory routed through other third-party channels (usually ad networks). To be successful today, however, implementing an effective programmatic strategy means that the walls between the sales and operations silos must come down. The teams need to talk.

Comments by Scott All comments by Scott

  • Programmatic Field Of Dreams? by Scott Bender (Real-Time Daily on 03/16/2017)

    Thank you Ed, and great feedback!  And yes, that is one example of the type of differentiation publishers need to provide if they are going to be competitive to both their own open RTB offerings, as well as that of the general marketplace.  Thank you again for the thoughts.

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