An answer our CEO recently posted to this question on Quora.com: Question: Will DSPs (demand side platform) and RTB (real time bidding) Ad exchanges wipe out Ad networks in 2011? Answer: No way. Especially not when you consider that some of the largest “ad exchanges” are actually really “ad networks” at heart (see my piece [...]

Direct Marketing News featured XA.net’s CEO Rob Leathern’s article “Why finding the optimal ad frequency is difficult.” In the article he explains the difficulties in finding optimal ad frequency for audience-based direct response advertising. The article highlights two frequency myths and provides an interesting perspective on how frequency can be enhanced and managed to increase [...]

I am sometimes frustrated not just at the volume of junk mail that I receive from companies often on very glossy and heavy paper stock, but that in many cases it is coming to me advertising a product I already am a customer of. Being in the ad business, I know that sometimes it makes [...]

The past couple years have been a nervous time for conference planners across the advertising industry: recessions have forced both B2B and B2C marketers to tighten their purse strings, potentially threatening both attendance of conference sessions and the amount of exhibitors and traffic on the show floor. The  exhibit floor at SES San Francisco had more [...]

In a new column on AdExchanger, I write a bit about why the promise of inventory centralization has been slower than expected. I think you should read all of it, but a few takeaways/bits of advice that I thought were worth pointing out (paraphrased): Prove that you can make more money selling stuff in a [...]