Selected Interviews, Articles, and Quotes

Better brand marketing through attribution analytics (iMediaConnection article on June 7, 2010) – “Digital advertising provides advertisers with measurement capabilities that other media do not. These capabilities can be used to enhance brand marketing efforts in much the same way that they have enhanced direct response marketing efforts.”

Netezza GM Terrell Discusses Digital Client Momentum And Common Data Strategy Misconceptions (AdExchanger.com interview on May 19, 2010) – “Agencies and publishers recognize the need to better capture the value in their data assets…”

European Agencies Must Employ Comprehensive Strategies To Unlock The Value Of Their Data (ExchangeWire.com interview on March 1, 2010) – “The winners in the ad exchange ecosystem will be the players that make the best decisions about how they buy and sell ad inventory – a problem that is particularly challenging since each ad buyer values each ad serving opportunity differently depending on its many characteristics. And the best decisions will be those made the most quickly using deepest analysis of the most data. That’s a very different dynamic than the dominant model of the past, and ad exchanges are catalyzing this transformation.”

Are Data-Driven Opportunities for Ad Agencies Passing Them By? (AdExchanger.com article on February 3, 2010) – “Valuable data is generated at every stage in the digital campaign execution value chain – from campaign strategy/planning, to audience targeting, optimal creative, ad delivery, website analysis, and attribution analysis. However, this data is typically analyzed in independent silos, and this limits its value significantly.”

The Impact Of Right Media And The Importance Of Multiple, Large Exchanges (AdExchanger.com interview on November 19, 2009) – “The accelerating pace of innovation in the online advertising industry forces participants to choose among three strategic options: “attack”, “defend”, or “arm the combatants”. The expanding ad exchange ecosystem is attacking – leveraging analytically sophisticated techniques that ultimately increase targeting precision and campaign ROI. Players that don’t plug in to this ecosystem will struggle to defend their positions in a world in which “reach” and “inventory quality” are no longer considered competitive differentiators. It’s a good time to be an arms dealer.”

Netezza GM Terrell Says Ad Exchange Model Is Transformative Across Entire Industry (AdExchanger.com interview on July 7, 2009) – “RTB is certainly an important development – it is part of an inevitable evolution in an industry that is placing increased emphasis on leveraging technology to exploit market inefficiencies. I’m seeing a steady stream of innovations across the market that create value in no small part by reducing data latency, and RTB is a great example of this.”

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