Updates

What WPP and Omnicom say about Agency Trading Desk

We’ll use these updates to provide our agency partners with product news about ATD. We’ll also share feedback and comments we receive from our partners:

•    Steve Katelman, Director, Global Strategic Partnerships, Digital at OmnicomMediaGroup told MediaPost "What this does is it makes us a little more granular. Within a travel page, we can say (for example) context that has camping is outperforming context that has hotels. If we put that filter on top of our buys, it's just giving us one more data point for us to precisely target our audience and deliver a customized message. To me, that's beautiful."

•    Rob Norman, Chief Executive of GroupM Interaction Worldwide, a division of WPP told The Wall Street Journal: "This whole idea is predicated on the assumption that there is some form of insight that turns plain vanilla into 32 flavors. The question is, for it to be raspberry or rocky road, does it give you a return on investment that will be better than plain vanilla...we'll find out."

We Agree with Tim Armstrong

New AOL boss and former Google sales head Tim Armstrong spoke about the importance on insights and what else AOL should be doing for its customers during an on-stage interview with Ad Age’s Jonah Bloom at the recent 4As Leadership Conference.

“Publishers don’t give ad agencies enough insights,” said Armstrong. He speculated that AOL should perhaps have a “Chief Insights Officer”.

At ContextWeb, the Agency Trading Desk (ATD) is our “chief insight officer” – providing our agency partners with actionable insights – buy and sell signals – across their entire media schedules.

If you want to hear Armstrong’s comments yourself, forward to the 2:45 minute mark in this Ad Age video from the 4As.