“The Sell Sider” is a column written for the sell side of the digital media community.
Today’s column is written by David Kohl, president and CEO at TrustX.
The industry has been doing the math wrong.
For years media buyers have tolerated the waste everyone knew was part of cheap CPM media buys because, well, they were so blessedly cheap.
The back-of-envelope calculation was simple. Sure, that $5 direct private-marketplace deal offered more prestige, content affinity, targeting and perhaps more accountability. But the sheer cheap scale provided by the $1 open market buy at a fifth of the price easily made up for the ad getting in front of some (maybe most) of the wrong eyeballs.
And it was quite likely that a good number of those ads would make their way to the same viewers as the much pricier private-marketplace buy anyway. Massive waste was baked into the equation.
Continue reading at AdExchanger
Confidence In TRUSTX Accelerates With $2.2 Million In Growth Capital From CBSi, ESPN, Meredith, FOX News And NBCUniversal
With more than five billion monthly human and viewable impressions, TRUSTX and its 35 premium content publishers are delivering on their mission to restore trust, transparency and safety at scale across the programmatic advertising ecosystem New York (April 3, 2018) — TRUSTX, the industry’s only purpose-driven, cooperative programmatic advertising marketplace, has secured $2.2 million in funding […]
The TrustX Transparency Train Is Picking Up Speed. Next Stop: The Trade Desk
When TrustX launched in September, David Kohl was nervous. “One of the fears is that we would find ourselves in a situation where buyers were making demands that were ultimately not panning out to be so good for the sellers or that sellers would put something into the marketplace that wasn’t interesting to buyers,” said […]
Huge media companies like CBS and ESPN are banding together to fight Google and Facebook — but it may not be enough
Big media companies are working together to sell digital ads to better battle Google and Facebook The TrustX initiative, which includes buy-in from the likes of CBS, News Corp., Conde Nast and Vox Media, is ramping its capabilities while promising marketers a safe harbor for their ads Yet TrustX faces potential challenges, including competing agendas and […]