Comments on: What’s The CPM On Your Culture? http://mediamandible.com/2008/05/14/whats-the-cpm-on-your-culture/ Form and function fistfight in heaven. Wed, 07 Jan 2009 11:42:02 +0000 http://wordpress.org/?v=2.7 hourly 1 By: Contextual Targeting When The Context Is Other Ads at Media Mandible http://mediamandible.com/2008/05/14/whats-the-cpm-on-your-culture/comment-page-1/#comment-15 Contextual Targeting When The Context Is Other Ads at Media Mandible Thu, 15 May 2008 22:20:05 +0000 http://mediamandible.wordpress.com/?p=31#comment-15 [...] Schafer (whose commentary I unfairly bashed in a recent post), comments on YouTube’s new efforts to sell ads that will appear next to [...] [...] Schafer (whose commentary I unfairly bashed in a recent post), comments on YouTube’s new efforts to sell ads that will appear next to [...]

]]> By: miconian http://mediamandible.com/2008/05/14/whats-the-cpm-on-your-culture/comment-page-1/#comment-14 miconian Wed, 14 May 2008 22:30:06 +0000 http://mediamandible.wordpress.com/?p=31#comment-14 I did interpret your sound byte as a response to the first half of the AdAge video (and in my defense, I think the video is edited to support that idea). But having watched it again, I see that you were actually speaking in response to the upfront question. I did interpret your sound byte as a response to the first half of the AdAge video (and in my defense, I think the video is edited to support that idea). But having watched it again, I see that you were actually speaking in response to the upfront question.

]]> By: Ian Schafer http://mediamandible.com/2008/05/14/whats-the-cpm-on-your-culture/comment-page-1/#comment-13 Ian Schafer Wed, 14 May 2008 21:39:39 +0000 http://mediamandible.wordpress.com/?p=31#comment-13 I appreciate the commentary. The context of the question was missing, though... The question was, 'what is the future of the upfront?' And to paraphrase, what I said was that the upfronts will, in the future, cater more to advertisers looking to buy against content and culture -- not audience. Buying against specific audiences will instead be done via addressability and other forms of technological targeting that will be rolled out over the next few years. But those budgets will need to be flexible and nimble, and therefore will likely not be part of an upfront 'upfront' commitment. Hope that makes sense now. Cheers! I appreciate the commentary. The context of the question was missing, though…

The question was, ‘what is the future of the upfront?’

And to paraphrase, what I said was that the upfronts will, in the future, cater more to advertisers looking to buy against content and culture — not audience. Buying against specific audiences will instead be done via addressability and other forms of technological targeting that will be rolled out over the next few years. But those budgets will need to be flexible and nimble, and therefore will likely not be part of an upfront ‘upfront’ commitment.

Hope that makes sense now.

Cheers!

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