Marcus Pratt

Marcus Pratt

High-Speed Ad Traders Profit by Arbitraging Your Eyeballs

“But there’s enough of it that if you start to do a deep analysis of this type of thing you can pick up on these trends and work around them.” Media buyers are beginning to notice the arbitrage and take steps to avoid it, according to Marcus Pratt, head of technology at Mediasmith Inc. ...

Amazon's Next Big Business Is Selling You

“The opportunity is huge,” says Marcus Pratt, director of insights and technologies for Mediasmith, a San Francisco digital ad agency. “With rich data on its users, Amazon is uniquely positioned to match advertisers with shoppers.” In a recent note to investors, analysts at Baird Equity ...

Notes from the ReelSEO Video Marketing Summit (Update)

Alex Barza at Google, Marcus Pratt at Mediasmith, Essence's Mary Griffin, Keith Eadie at TubeMogul ( who gave us a post ), and Blast Media consultant Julie Perry gave the lowdown on ads. A lot has been made of TrueView...it's a good system I guess. But I always see different reports on ...

MediaPost Publications RTB Altering Agency Culture 03/19/2013

Likewise, Marcus Pratt, director of Insights & Technologies, at Mediasmith, noted the rising importance of the media technology planner that understands the right types of targeting and analytic technology to apply to campaigns for audience-based buying. That means people who have a ...

Is It Time To Kill The Banner Ad?

Today’s column is written by Marcus Pratt, vice president of insights and technology at Mediasmith. Measured in digital years, the banner ad may be approaching old age. Is it time for retirement? Wired placed the first banner ad in October 1994, so the banner is now approaching its 20th ...

Stop Comparing Madison Avenue To Wall Street

Today’s column is written by Marcus Pratt, vice president of insights and technology at Mediasmith. In the world of ad tech, analogies are easy to find. They help make complicated matters easier to understand, lighten up often-dry topics and, importantly, can be the most memorable part ...

How Should I Evaluate Media Tech Companies?

Today’s column is written by Marcus Pratt, vice president of insights and technology at Mediasmith. Part of my job involves evaluating media technology companies. This is extremely fun but is sometimes frustrating. The vibrant marketing tech economy creates many choices for buyers, but ...

Combating Impression Fraud Isn’t Easy. Here’s What To Do Today

Today’s column is written by Marcus Pratt, director of insights and technology at Mediasmith. Some estimate that a quarter or more of exchange media could be fraudulent. This has generated much discussion within the industry, with some claiming that only buyers can fix this issue, while ...

Why Yahoo Needs To Solve Its Mobile Ad Problem Quickly

“Yahoo’s inability to monetize mobile quickly does seem troubling given that mobile has been a major focus from a product standpoint since [Marissa] Mayer took over,” said Marcus Pratt, director of insights and technology at the ad agency Mediasmith. “Especially compared to Facebook...

Back To Basics: Ignoring The Data

Today’s column is written by Marcus Pratt, director of insights and technology at Mediasmith. Digital media provides massive amounts of data against which to plan, optimize and buy. Smart marketers have learned to turn this data into information that drives insights and creates ...

Will Viewable Impressions Ever Become Online Advertising’s Currency?

Today’s column is written by Marcus Pratt, director of insights and technology at Mediasmith. The industry has been talking about moving to viewable impressions for years. With more than half of display ads never in view, according to comScore statistics, many believe it is only a matter ...

3 Theories About Programmatic Buying

Today’s column is written by Marcus Pratt, director of insights and technology at Mediasmith. The question of how to define programmatic buying is nothing new. It’s a term frequently discussed and written about within the industry and here at AdExchanger. But when five executives are ...

What Agencies Think Of The Millennial-Jumptap Acquisition

"For the health of the mobile advertising industry, I was hoping to see a seven-figure exit in the space,” commented Marcus Pratt, director of insights and tech at Mediasmith. “Jumptap has raised $122 million, so this doesn't seem like a huge exit, but they clearly saw a benefit to ...

Facebook’s News Feed Ads: Now Real-Time Biddable

Marcus Pratt, director insights and tech at Mediasmith, says the move can only increase the amount advertisers will pay for FBX inventory. He pegs News Feed response rates at 10 to 50 times that of ad placements in the right column. "Advertisers looking for engagement with their ads ...

Cautious Optimism From Agencies On The Millennial/Nexage Deal

“Millennial talked a big game and they wanted to claim to have capabilities in programmatic, but I don’t know that they were actually doing a significant amount of programmatic business,” Mediasmith’s director of insights and technologies, Marcus Pratt, told AdExchanger. “It’s clear they ...

Glossary of Facebook Marketing Terms

In fact, Marcus Pratt, director of insights and tech at Mediasmith, pegs news feed response rates at 10 to 50 times that of ad placements in the right column. Facebook Login: Facebook Login (formerly Facebook Connect) is a social sign-on solution that allows visitors to log into websites ...

FBX Vs. The Ads API: Which Is Better For Targeting Facebook?

Today’s column is written by Marcus Pratt, director of insights and technology at Mediasmith. Since Facebook created its exchange, FBX, by opening up inventory to DSPs and other biddable display buyers, the industry has been full of chatter about the amazing opportunity this new medium ...

Traction Spring Speaking Schedule

The panel also features Anna Banks , Vice President, Strategy & Planning at Organic, Inc and Marcus Pratt , Director of Insights & Technologies at Mediasmith. * BtoB's 2013 Digital Edge Live, March 20th, San Francisco Traction CEO Adam Kleinberg will be participating in the breakout ...

Agencies Talk DMP Value: Has The Promise Been Realized?

Not until we turn this conversation on its head and focus on the business value that a DMP will create, will we truly address the opportunity.” Marcus Pratt, Director Insights & Technology, Mediasmith “Value is certainly being created for marketers that are finding success in applying ...

UK’s Mobile Ad Rocket; The Verticalization Of Facebook

According to Marcus Pratt, Director of Insights and Technology at Mediasmith, because of this increase in mobile and tablet browsing, ‘impressions served to devices without flash can be 10% or higher for some campaigns.’” Read more...