What is Foro, and What Does It Fix?Foro is a platform that lets brands book digital ads in physical spaces—like shopping centers, airports, train stations, and stores—directly from the screen owners. It’s fast, easy to use, and cuts out the clutter of the old way of doing things. Right now, buying one of these ads […]
Your CMS and Your Marketplace Are Not the Same Purchase Part 1 argued that programmatic is a transaction mechanism, not a demand strategy. Part 2 showed that whether it helps or costs you depends on where your market sits — concentrated or fragmented. Part 3 traced the pattern of a middle layer forming, then consolidating, […]
The Absentee Landlord Part 1 argued that programmatic is a transaction mechanism, not a demand strategy. Part 2 showed that whether it helps or costs you depends on where your market sits — concentrated or fragmented. Part 3 traced the 190-year pattern of a middle layer forming, then consolidating, then starting to set terms on […]
Disintermediation, Reintermediation, Repeat Two claims opened this series. First: programmatic is a transaction mechanism, not a magic pill for increased revenue. Second: whether it actually helps or quietly costs you depends on the kind of market you’re operating in, and the operators protecting their margins are the ones who control their own order of sale […]
Programmatic Won’t Save Your DOOH Business. Your Screens Will. In my last post — Programmatic Decoded, Part 1: Is Programmatic Actually Making You Money — Or Just Moving It Around? — I made the case that programmatic is a mechanism, not a strategy: it changes how a sale happens, it doesn’t create demand for you. […]
Is Programmatic Actually Making You Money — Or Just Moving It Around? In the last year or two, the rush toward programmatic among small and mid-size DOOH companies has seen a significant rise. Sales teams at some of these companies seem to treat it like a messiah — whatever the revenue problem is, plugging into […]