Always Keep Control
Sven Marievoet, a partner at Adhese talked today about the collaborative Belgian project iMinds but made the telling point as well that collaboration can and should have its limits.
“We specialise in visitor matching so when visitors arrive at a site we know them already, we match them and evaluate
for both suitable content and ads. We do that for billions of impressions per month for government and retail stores as well as publishers. We did a project for iMinds and work with the usual suspects like Rubicon, Google, and so on. What we find works is that we let them have some of our data, but we always ask for data back from them in return. Plus we design access so that if one day we don't like Google or Rubicon any more then we can shut that part of the system down. It is the best way to work as a publisher.”