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35. Michael Katz – double-clicking on InterCLICK and Yahoo

Paleo AdTech

The company issued a widely-circulated white paper on its “POV on Demand Side Platforms,” defending the ad networks’ relevance. Growth was solid in the years 2009-2010. Network (181M), Google Ad Network (178M), ValueClick (171M) and Microsoft Media (165M).

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35. Michael Katz – double-clicking on InterCLICK and Yahoo

Paleo AdTech

The company issued a widely-circulated white paper on its “POV on Demand Side Platforms,” defending the ad networks’ relevance. Growth was solid in the years 2009-2010. Network (181M), Google Ad Network (178M), ValueClick (171M) and Microsoft Media (165M).

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28. Bill Wise – accounting for the rise of Right Media and more

Paleo AdTech

— which was trying to redefine itself under CEOs Terry Semel and then Carol Bartz, — Wise did manage to coin the term Demand Side Platform (DSP) during his team’s pioneering work with P&G’s notorious multi-year programmatic in-housing ‘ Project Hawkeye.’

Media 52
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28. Bill Wise – accounting for the rise of Right Media and more

Paleo AdTech

— which was trying to redefine itself under CEOs Terry Semel and then Carol Bartz, — Wise did manage to coin the term Demand Side Platform (DSP) during his team’s pioneering work with P&G’s notorious multi-year programmatic in-housing ‘ Project Hawkeye.’

Media 52
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Best Guide to Display Lumascape [2023]

Monetize More

As an ad tech banker, Terence Kawaja assembled the ad-tech industry map in 2010 together with Nick Macshane (CEO of Progress Partners) and named it the ‘Display Luma Landscape’ Despite looking all congested, the Display Lumascape garnered insane popularity as it brought order to the chaos while organizing the ad tech industry categories.

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What is OpenRTB & How Does It Work?

Lemonads

exchanges, networks working with publishers, and sell-side platforms) and competitive buyers of that inventory (bidders, demand-side platforms, or networks working with advertisers). Check our other article which covered all about what RTB is and how it works!

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Real-Time Bidding (RTB): The Complete Guide 2021

Lemonads

Demand Side The demand side is much broader than the supply side because it includes advertisers, demand-side platforms, media buyers, networks, and anyone who wants to purchase traffic from publishers. Advertisers need to keep an eye on the target audience for obvious reasons.