Case - DataXu: Selling Ad Tech, marketing homework help

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Question description

Carefully read the "Case - DataXu: Selling Ad Tech" and respond to the following questions -

  1. Briefly describe programmatic buying and related concepts including ad exchange and real time bidding. What is the role of DSP, DMP, and SSP in the programmatic ecosystem (see Exhibit 1b)?

This questions has two parts.

2 Identify the challenges associated with selling analytics products such as Market Pulse and Market Intelligent Center. What can be an effective strategy to foster relationships in a highly transactional advertising industry?

This questions has two parts.

You should identify the challenges

3. Consider the choices Baker faces regarding a go-to-market strategy for MP and MIC products. How can DataXu account executives convince brands to find recurring budgets for the analytics offerings?Does DataXu need to change its sales organization, pricing approach, or hiring criteria in order to sell Market Pulse and Market Intelligent Center?

This questions has two parts. For second part , Does DataXu need to change its sales organization, pricing approach, or hiring criteria in order to sell Market Pulse and Market Intelligent Center?

If yes explain why ?

Be well organized and structured

Present an insightful and thorough analysis

Arguments should be supported by tangible evidence including case exhibits

Please write down all the questions before answer to them

Answer for each questions should be at least 1 page and you should answer to all parts for the questions.

this work should be done on a word file .

Attached blew

Tutor Answer

Prof_Baron
School: UIUC

Attached.

Running Head : DATAXU CASE STUDY

1

DataXu: Selling Ad Tech case study analysis
Names:
Institution:

DATAXU CASE STUDY

2

DataXu: Selling Ad Tech case study analysis
1. Briefly, describe programmatic buying and related concepts including ad exchange and
real-time bidding. What is the role of DSP, DMP, and SSP in the programmatic ecosystem?
Technology has become a common platform for advertising. In this case, Cespedes, Deighton,
Cox & Hull (2017) report that large enterprises have utilized the power of the web in reaching
a large number of internet users by purchasing ad space on advertisers’ websites. However,
the need for automated, efficient, effective, and coordinated selling of the advertising space
led to the development of programmatic buying and selling of the ad space. According to
Cespenes et al. (2017), programmatic buying of ads involve the use of algorithms to
determine the effectiveness of ads and which also enabled companies to purchase ads in real
time based on the interest, impressions, and past behavior of potential clients (p. 2).
Unlike the manual method where companies relied on perceptions to make decisions on
purchasing the ads and also bought the advertising space directly from the advertisers. With
t...

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Anonymous
Thanks for the help.

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