The New Economics and Revenue Opportunities of Data was one of the most anticipated panels of Ad Revenue 2009 – and for good reason – because most of the very opinionated panelists rarely shared the same opinion. This panel was jam packed with great sound bites that were as entertaining as they were educational, so we’re happy to serve them up for you.
Here are some of the highlights:
Ad Revenue 2009 host and moderator of this panel, Greg Stuart, asked the question that polarizes the participants right off the bat – “who owns the data?” Check out the response from Mark Zargoski, CRO, eXelate:
Owning the Data from PubMatic on Vimeo.
In the following video Greg Stuart gets straight to the point and asks, “Is there a revenue value of data (for premium publishers)?” The answer from Huffington Post CEO, Eric Hippeau, offers caution to other publishers that might be considering selling their data to third parties:
Revenue value of data from PubMatic on Vimeo.
Eric Hippeau’s response leads into another discussion on when data is the most valuable by Jeff Hirsh, President and CEO of Audience Science. This prompts Zargoski to talk about how audiences now define themselves based on their own performance rather than companies defining an audience:
Where is data most valuable? from PubMatic on Vimeo.
PubMatic’s own Jeanne Houweling, VP of Ad Network Solutions, jumps in with her take on why premium publishers should be using data from third parties:
Leveraging data for a long term revenue strategy from PubMatic on Vimeo.
And finally, we have Bill Wise, VP and General Manager, Ad Platforms, Yahoo, explaining why data needs to applied correctly from start to finish, or it’s all-for-not:
