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<atom:link href="http://adage.com/article/digitalnext/selling-digital-ads-easy-a-big-problem/239752/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: Selling Digital Ads Is Easy, But That's Actually a Big Problem]]></title>
<link>http://adage.com/article/digitalnext/selling-digital-ads-easy-a-big-problem/239752/#comments</link>
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<description><![CDATA[It's easy to make money selling digital advertising, but that's actually a really big problem.]]></description>
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<title><![CDATA[By: Matt Prohaska]]></title>
<link>http://adage.com/article/digitalnext/selling-digital-ads-easy-a-big-problem/239752/#comments-108410</link>
<description><![CDATA[Well said, Randy - geez, someone should make you chair of the IAB Board...oh they just did that today ;-) congrats again and amen on development - we&#039;re doing a new webinar series with Laredo Group coming out in about a month around Programmatic Selling &amp; Buying - hopefully helping close that ever-changing skills gap. Keep up the great work with the IAB!]]></description>
<pubDate>Mon, 25 Feb 2013 09:38 EST</pubDate>
<author>Matt Prohaska</author>
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<title><![CDATA[By: Jeff Mills]]></title>
<link>http://adage.com/article/digitalnext/selling-digital-ads-easy-a-big-problem/239752/#comments-108279</link>
<description><![CDATA[Nice article. I agree with the issue and it&#039;s one of the reasons I have concentrated my efforts on working for &quot;technology&quot; companies and not &quot;ad&quot; companies. You can&#039;t effectively solve your clients problems without clearly understanding how your technology works and the advantages it has in the space. I also find myself hiring &quot;business&quot; people to run my sales teams vs. &quot;sales&quot; people for this very reason.]]></description>
<pubDate>Mon, 18 Feb 2013 11:04 EST</pubDate>
<author>Jeff Mills</author>
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<title><![CDATA[By: Luke McMullan]]></title>
<link>http://adage.com/article/digitalnext/selling-digital-ads-easy-a-big-problem/239752/#comments-108147</link>
<description><![CDATA[Well I think part of the problem is that, currently, digital advertising is diametrically opposed to the way brand marketers think: in terms of placement, visibility, and environment.

For a lot of marketers things like RTB and display advertising are a kind of black box: money goes in, money comes out.

Bridging that gap with technology that helps brand marketers interface with and understand how their ads are being placed online is part of the solution to that problem, though. Check out Grapeshot, one of the companies working hard to make that happen.]]></description>
<pubDate>Tue, 12 Feb 2013 15:29 EST</pubDate>
<author>Luke McMullan</author>
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<title><![CDATA[By: MARK MCLAUGHLIN]]></title>
<link>http://adage.com/article/digitalnext/selling-digital-ads-easy-a-big-problem/239752/#comments-108143</link>
<description><![CDATA[Great article Randy! &quot;Eighty percent of respondents said understanding the value of online video was important, but nearly 20% weren&#039;t comfortable articulating its value in an overall media mix.&quot; Hard to believe that the other 80% of digital media sellers feel that they ARE comfortable describing the value of an online campaign in the context of the overall media mix. If faced with a question from a CMO like this &quot;My TV campaign reaches 40% of Women 18-49 each month, how much more reach could I get if I put the remaining $1 million in my monthly budget into online video?&quot; - the survey suggests that 4 out of 5 digital sellers would be &quot;comfortable&quot; sitting across the desk from that CMO and tackling that kind of question. Huh?]]></description>
<pubDate>Tue, 12 Feb 2013 12:59 EST</pubDate>
<author>MARK MCLAUGHLIN</author>
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