Tim Nichols is a founding partner at ExactDrive, a digital media buying agency with white label, reseller and managed service options available. ExactDrive plans, manages, and optimizes online advertising campaigns with the objective of delivering measurable value and empowering clients to find precisely targeted audiences. ExactDrive has offices in Minneapolis, MN, Milwaukee, WI and SouthWest Florida.
Tim Nichols is also a contributing author on Forbes.com.
Founded in 2008, Tealium is the leader in enterprise tag management and digital data distribution platforms. Tealium gives marketers a comprehensive solution for managing their third-party digital marketing vendor tags, and then correlating the data those tags generate into a clean, actionable source. I recently had the opportunity to interview Ali Behnam, president of tag management and data distribution company Tealium.
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Welcome to 2014!
First, lets discuss the subject of this email. I think media buyers are the clear winners of binge drinking over New Year's. The online advertising industry gets a bit nutty leading up to the Christmas / Holiday Season. Come post tax day in April, accountants will be leading all professions in regards to drinking quantity and hangover intensity levels. Except for maybe Manhattan bankers, they seem to be equally hammered year-round.
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At ExactDrive we are constantly working to improve and enhance our self-serve advertising platform. Online advertising is a complex and constantly changing endeavor that requires a firm hand on the pulse of change, brand safety and the set of next best competitive features. We are excited to roll out yet another round of new features and enhancements. Please have a read and continue providing feedback to us so we know what other features are needed so they can be adding to our November release.
Advertising optimization can be very complex and confusing. Not to mention that in the Internet advertising space there is an abundance of available inventory. The problem is, only a subset of that inventory will work for your advertisers and campaigns. The challenge then becomes how do you spend a minimal amount of money to identify the subset of inventory that will perform the best but at the same time be the most cost effective? In short, how can you successfully optimize Internet Advertising without breaking the bank or taking up all of your free time?
Exact Drive's Tim Nichols sits down with Myles Younger to discuss how programmatic media buying makes people more important than ever.
Myles Younger is head of marketing and business development at Canned Banners, a platform for dynamic display ad creative.
Tim Nichols: You've been focused on ad creative for a long time now. What's got you thinking about media buying?
Myles Younger: In building out Canned Banners' dynamic display ad business, obviously we're going to be judged almost exclusively on the performance outcomes of the campaigns that we run. And top performance comes from a symbiosis between ad creative and media buying (among other ingredients). So in order to develop a successful platform, I can't focus solely on ad creative any more; Canned Banners is basically joined at the hip with whichever media buyer or DSP is running our creative. It's been an awesome learning experience.
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At Exact Drive we are constantly working to improve and update our self-serve advertising platform. As the online advertising industry continues to change, advance and envolve so does our software. Powering hundreds of online advertising campaigns against billions of available impressions everyday is a demanding challenge. We are excited to continue to tackle and battle these challenges for our dedicated clients as well as our value added resellers that use the white label version of our self-serve advertising ad platform.
This is a long story. So I'm driving along Interstate 70 in Colorado trying to make my flight from Denver to Minneapolis, Google Maps is telling me I'll be rolling into the airport around 2:30pm, which means that I'll be in great shape, as my flight is at 3:45pm. Then I start hearing on the radio about an accident on I-70 near I-270 and I don't know where that is except that I'm on I-70, and I'm still maybe 45 minutes from the Denver International Airport so I'm not too worried. I come in and around Denver, heading toward the East side of town and out toward the airport, and I hear again on the radio that I-270 and I-70 East are at a standstill because of this accident.
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Advertisers traditionally have very little control over online ad campaigns. We think that’s a mistake. That’s why we let you determine targeting, inventory selection, placement and more. The result is a tailored campaign that aligns with your brand, budget and schedule.
Exact Drive designed and developed its self-serve advertising platform to provide small to mid size ad agencies (and Independent Resellers too) with an advertising platform that provides a turn-key solution to Plan, Manage, Traffic, Analyze, Report, and Optimize Digital Display campaigns for their clients.
