One person who has strong views about the way ad networking environments are evolving is Rich Frankel, president of Rocket Fuel, the ad technology platform that combines multiple targeting approaches. Frankel was part of the team that built Yahoo’s behavioral targeting network, so he has been around the block and seen the ad technology stack [...]
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Tag Archive: Stack
Discover And Optimize: Buy-Side Optimization Adds To The Stack
As we explored in our Grill the Vendors panel at last week’s OMMA Behavioral, the “optimization layer” of the ad network value chain has come on strong this year as companies like Rubicon Project and AdMeld help publishers squeeze the most revenue from a depressed CPM market. These companies help publishers find in real time [...]
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