In our introductory column we described how auction-based trading has become pervasive in media markets. Our second column focuses on Facebook. It considers how an auction can create an advantage for the advertiser even in the pursuit of reach and frequency, an objective that would seem to be perfectly well served by the structure of a conventional reserve market.
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John Donahue is the CEO and co-founder of WLxJS, a media consultancy focused on auction-based media platforms. John has 20 years of experience building creative strategic solutions that help shape brands using insights, analytics and digital technology. He h… read more
