|
TWST: Please give us an overview of your coverage in this advertising and
broadcasting category.
Ms. Garcia: My coverage in the category includes aQuantive (AQNT), ValueClick
(VCLK), Digitas (DTAS), and Marchex (MCHX). TWST: How do you figure out what to cover in this space? It seems amorphous at
this point and covers a lot of different things.
Ms. Garcia: There actually aren't that many advertising technology companies,
including Digitas, that have any proprietary technology in this space. So I'm
looking at companies that help advertisers with their digital marketing and
advertising services. That might mean anything from the back-end systems
integration and technology work to the front-end advertising and marketing
design. TWST: So it's really the technology side of the equation rather than the
advertisers or marketers.
Ms. Garcia: It's both. For example, Digitas does a lot of back-end systems
integration, as does aQuantive, but aQuantive also owns proprietary technology.
One of its business divisions has an ad server technology called Atlas which is
proprietary to aQuantive.
Also in this space, ValueClick has what they call a performance media network.
The success of their performance media network is really based on their
optimization technology. That makes advertising more effective across their
network, so that advertisers will get better leads and more results from their
advertising when they optimize the ads across their network, and they do that
through technology.
So, in a sense, all of these companies either have to understand technology and
be able to implement it for their clients, or they have to devise their own
technology and have that be cutting edge so that they can be more competitive.
Tickers included in this excerpt: AQNT, DTAS, GOOG, INSP, TFSM, VCLK, YHOO
For more information call (212) 952 7433. The
Wall Street Transcript does not endorse any of the comments made by interviewees, and does
not make stock recommendations.
|
|
