CPX COO Rob Rasko and AdMeld CRO Ben Barokas Discuss Future of Advertising

AdMeld’s CRO & Founder, Ben Barokas, spoke with CPX’s COO & President, Rob Rasko, about his company’s role in the industry, and his thoughts on the future of advertising.  The two company leaders met up at the Annual IAB Leadership Meeting in Carlsbad, CA. Barokas came from a very operational background, and has incrementally used that experience, along with technology, to solve the issues publishers face. He described what AdMeld offers as a layer of efficiency for the the publisher, in order to deal with their multiple channels, to bring in additional revenue streams, and to understand from multiple data perspectives how to price and transact on particular types of inventory.

AdMeld has begun moving towards DSPs and real time bidding, and Barokas feels that real time bidding will become very important in the future. He explained that it would allow marketers and publishers to jointly agree on which impressions are the most important ones and under which circumstances to transact, in a much more efficient manner. Currently, Barokas sees about 20% of revenue coming through real time bidding, and he expects to see that double over the next 12 months.

In the future, Barokas sees more aggressive advertising as the right way to go. He believes that providing rich media experiences that incorporate different mediums, and using data to find the right audience at the right time, is what is going to drive ROI for advertisers for the long term. AdMeld plans on helping networks like CPX, from both the technical side and the relationship side, so they can deliver rich media campaigns more easily.

Barokas and Rasko are both members of the Networks and Exchanges Committee Working Group, currently dealing with establishing industry guidelines.  Barokas feels that different marketers and agencies need a variety of solutions based on the challenges they are trying to address at any given time. He says that the value networks have in that equation is providing a high level of service, and using data to make it clear to the marketer how to get to the desired level of targeting more efficiently.

Welcome back to the CPX Interactive Blog! If you haven't already, you may want to subscribe to our RSS feed, and be sure to connect with CPX across the Web! Thanks for visiting!