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David Humpherys

David Humpherys drives technology integrations for Adobe Systems with display advertising technology providers. His collaborations produce solutions for advertisers and publishers that offer deeper insights into the effectiveness of ad initiatives, including partnerships with ad servers, ad networks, exchanges, demand and sell side platforms, and data management platforms. He previously served as Director of Business Development at Omniture and Ancestry.com. David graduated from the Wharton School of Business with an MBA in Strategic Management.

The Economics of Maximizing Publisher Ad Revenue - Part 2
Wednesday, 19 October 2011 @ 12:55, by David Humpherys

In my last post, I addressed the need for digital publishers to segment their audience to fulfill demand across the entire demand curve and maximize revenue. In this post I’ll review the historically inefficient ways media has been bought and sold, and why those methods are yielding to more efficient transactional models.
Direct Media Sales
With the … Read more »

The Economics of Maximizing Publisher Ad Revenue - Part 1
Monday, 27 June 2011 @ 12:29, by David Humpherys

Digital publishers maximize display advertising revenue by optimizing their inventory for online advertisers. Economic principles reveal a model that publishers can use to increase the performance of their ad business.