'Warming' Publishers

The CEO of Shiny Ads, a firm that automates the sale of online media for direct sales publishers, indicates that there has been a "warming up" of publishers to the idea of throwing their direct sales into the automated bin, but that warming may appear more a capitulation as Roy Pereira notes in an interview with AdExchanger that "the lines really blur between 'premium' and remnant."

Where does he see an agreed status of "premium" between ad buyers and sellers? "There are two categories that this technology works well for," said Pereira. "The publishers that have niche content; have a lot of good conversions… there are a lot of advertisers that want to buy on that site. The other side is publishers that have local content. That seems to work very well."

But perhaps not well enough, as evidenced by recent news on the lack of success of local and B2B publishers maintaining their existing share of the media pie.

Shiny Ads next moves appear to be concentrating on its products geared to media trading desks and DSPs, which the firm expects will dominate its revenues.