NYT: a vision for agency demand platforms

“Demand side-networks move beyond the realm of performance marketing and begin to focus on delivering reach and frequency against a designated target, measured in GRPs (gross rating points). Clicks diminish in importance. The media plan matters a lot, because the affinity of audiences for specific websites deepens the impact of brand advertising. Marketers meaningfully shift their TV dollars online with greater confidence because online delivers something they understand and need to achieve their brand objectives. At long last, audience truly becomes the basis for both planning and buying online. This is the best outcome for publishers.”

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What The Rise Of Demand-Side Ad Networks Means For Publishers | paidContent

Very sensible post by NYT’s VP of R&D operations. The essence of agency demand platforms is extracting efficiency out of online by focusing on audiences, data and automation. It’s a good thing and this direction he imagines is where I would like to see it go. This is incredibly exciting as various ad serving systems finally get interconnected.  What is doubly interesting is that I predict publishers bypassing ad exchanges and plugging into agency demand platforms directly. Shameless plug: our platform for publishers, AdGear, is slowly but surely becoming more and more relevant as the market matures.