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ContextWeb's ADSDAQ Exchange provides placement and pricing control to both advertisers and publishers, allowing the ADSDAQ Exchange to be an open exchange for all buyers and sellers.
With autos, computers, finance, food, health, pets, sports, style, travel and 400 other content categories, major ad agencies are running more than 400 advertisers across our 9,000 publisher sites.
ContextWeb's ADSDAQ Exchange trades more than 6 billion impressions monthly. Quality on our exchange is enabled by page-level targeting and the ability for brand advertisers to use both negative and positive keyword filtering. Let the ADSDAQ Exchange provide you with the brand safety of a site-specific buy with the scale and value of a portal.
AN INTERVIEW WITH WENDA HARRIS MILLARD, PRESIDENT, MEDIA AND CO-CEO, MARTHA STEWART LIVING OMNIMEDIA AND CONTEXTWEB BOARD MEMBER
Q: At the Internet Advertising Bureau's annual meeting, you spoke about advertising being about the art and science of persuasion and participation. Tell us more.
WHM: Art and science, persuasion and participation, the advertising industry encompasses them all. The best agencies will offer greater strategic and creative capabilities without sacrificing their skills of mastering media complexity. And in my view, the way for us all to master media complexity is to leverage the advancements in technology and the evolving abundance of data to inform us, but not always make our final decision. We cannot put ourselves in binary mode, but must operate with an "and" attitude, recognizing that there is a necessity for right- and left-brain influences and decision-making. It is imperative for advertising professionals not to allow the advertising and technology worlds to collide, but rather to urge them into collaboration.
Q: How has the growing involvement of science and technology benefited advertisers and their agencies?
WHM: While for years the business seemed to err on the side of art, I think it now errs on the side of science and math. Technology continues to facilitate our ability to target our audiences far more specifically than offline media can ever afford. Thanks to technology, we have an ever-growing supply of data that industry professionals can turn into true insight to create a more precise approach to marketing and advertising. All that said, we still have to appreciate and leverage the "art part" of the business. The smartest media plan isn't so smart if the creative isn't persuasive.
Q: It has been said, "2009 will be the year of the data dragon, and it will be tamed." Please explain what you believe is the meaning and significance of this quote.
WHM: Growing this industry requires intelligent use of data. Due to technology, we currently sit atop a mountain of real-time metrics. The biggest opportunity for agencies today is to pull insights from this growing flood of new data and turn that into tradable, actionable information on behalf of marketers. That insight needs not only to inform where and how commercial messaging is directed or targeted but also needs to inform as to what the message is or should be. In other words, insight can (and inarguably should) shape creative to produce messaging that will persuade the consumer to become interested, involved and engaged with brands.
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ADSDAQ EXCHANGE AGENCY TRADING DESK
Using the same real-time contextual engine that powers the company's media business, a digital agency can use the ADSDAQ Exchange Agency Trading Desk across media buys on portals and ad networks as well as site-specific buys to break those buys down into content categories and associate campaign performance with those categories. Once a buyer or analyst receives this analysis, the agency can—with the push of a button—buy more of the inventory that is working for a given campaign and offer to sell any inventory that is underperforming. Ask your ContextWeb account manager for more information.