How Working as a Publisher Can Make you a Better Media Buyer

Our guest this week is Will, who is a media buyer and has worked both for Ad Networks and at Publishers. Will’s background is an interesting one and he is able to use what he learned to buy media more effectively. He has chosen to remain semi anonymous for this interview so that we can get dive into some more controversial topics without getting him fired.

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We cover a variety of interesting topics such as contextual targeting vs data based targeting, the effect of repackaged demand on inventory qualities and his advice for publishers in selling their inventory.

Will has also started to create free training manuals on his side here:

All of his material is free and makes for a really interesting read. The media buying and selling world is so poorly documented, that we fully support anyone who is attempting to get things down on paper.

Show Notes
0:39 — What did you learn in the network and publishing world and how does that inform you media buying?
1:55 based on what you’ve seen in the industry, what sticks out as a red flag for media buying?
3:33 What do you look for besides metrics on a site to determine if its quality traffic
4:45 — How do you balance possibly unrealistic client goals with pursuing of quality inventory
6:15 — How do you think Facebook’s data will affect targeting?
7:10 — What else have you learning in the publisher space that isn’t fraud based?
9:15 — Contextual Targeting vs Data Targeting
10:05 — What do you think Media Buyers care about audience extention?
13:10 — How should publishers think about evaluating the longer tail of ad tech companies
14:09 — Repackaged demand in Ad Networks
17:22 — Do you think you buy differently having spent time in the publisher world?
19:30 — What advice would you have for publisher selling inventory?
20:50 — How much of your time as a buyer
24:51 — What Ad Tech/Buying would a brand bring in-house?
26:50 — What have you documented on your site?
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