Does a Data Driven Ecosystem Disadvantage Publishers?

Panel at the IAB leadership conference debates whether publishers will lose leverage with guaranteed inventory unless they respond to agencies and advertisers needs for increasingly detailed data on their audiences. Some interesting comments:

  • “…buying digital is 2.7X the labor cost of buying TV” – Quentin George Chief Digital Officer, Mediabrands
  • “publishers may have a fantastic audience… oftentimes the agency may know more more about their audience than they do…” –Ramsey McGrory, Head of Yahoo!’s Right Media Exchange
  • “…we don’t want to sell the lifetime value of one of our customers for one flight of advertising” – Michael Zimbalist, Vice President Research and Development Operations, New York Times
Search Advertising Perspectives