The Pontiflex Blog

The LeadsCon East conference in New York City was a testament to the high degree the Cost-per-Lead advertising market has taken off in recent times  — no doubt fueled by the advertiser demand for greater ROI. Coincidentally, during the same week e-consultancy published an interview with Zephrin Lasker, CEO and Co-founder, Pontiflex, who spoke about the emergence of the marketing leads category and how it has resulted in the adoption of CPL advertising across a number of industry verticals.

I had several interesting conversations with the attendees at the show, and you can be sure that we plan to have a more formal and expanded presence in future LeadsCon events to illustrate in greater detail how transparent marketing lead campaigns have delivered measurable results for brand advertisers.

One of the sessions in this year’s LeadsCon New York was particularly illuminating.  The session titled AdExchanges – The Future of Online Media Buying was moderated by Rob Deichert, SVP of Publisher Operations & Yield Management, Platform-A.  The panelists inlcuded Brian O’Kelly from App Nexus, Anothony Taylor from Right Media, Nat Turner from Invite Media and Prayama Zamani from Reply! Inc.

The session featured  a lively debate about the value of exchanges. Here were some of the key points that the panelists thought important:

a) Raising publisher eCPM and increasing advertiser ROI is not a zero sum game – both are possible
b) Creating a single system for pools of liquidity (i.e. inventory).
c)  Eliminating undifferentiated intermediaries is beneficial for advertisers and publishers.

Ultimately, what is important is simplicity -i.e. being able to connect to a large pool of inventory from a single point; the creation of  demand side platforms where data and reason inform campaign insight easily, enabling advertisers to minimize campaign waste.

The message was spot on, as we have seen in recent years, demand side platforms have fundamentally altered the media buying landscape, be it Right Media for CPM advertising, Google for CPC, and Pontiflex for CPL (this is not a plug, it was our company’s mission when we began a few years ago).

All in all a very interesting show. Kudos to Jay Weintraub for making it happen.

Jon Beardsley, CRO, Pontiflex.