Advertising Expert Proposes New Data Buying Options

▤ Summary

Ryan Rolf, who spearheads data sales at Lotame, is calling on the industry to change its pricing model. "If every demand-side platform could transact, report and track, and let their advertising clients purchase the media with the data under different models, it would help everyone. If the advertiser has all three options, they could test all three by taking a third of the budget to try CPM, another third bought as a percent of media, and the last third as a flat fee. We’ve always been open to test new models, but since we don’t run the media we fall short. Rolf: It would be great if the demand-side platforms drove the change, because the DSPs see the full view of the client’s campaigns.

▦ Linked Companies

Lotame

$10M to $25M