thursday, november 5, 12:00pm - 12:50pm

Netezza Sponsored Workshop: AOL Advertising on Price/Volume Analytics for Advanced Bid Optimization and Inventory Management

Managing the yield performance of large advertising networks, such as the Advertising.com network, requires a soundly structured approach. One approach is to interpret advertising inventory as a commodity and the network as an exchange. In such, analysis tools and techniques based on established practices of economic modeling can be used to help optimize yield and improve media planning. One such tool is the price/volume forecast generator. While interpreting a price/volume forecast is relatively straightforward, creating an accurate forecast is challenging both from an algorithm and engineering perspective. This presentation will provide an overview of AOL Advertising’s experience on how to construct and use a price/volume forecasts.

SESSION LEADERS: Michael Kamprath, Senior Technical Director, R & D Technology, AOL Advertising Brad Terrell, VP and General Manager, Digital Media, Netezza Tracy La, Tech Manager, AOL Advertising

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