His roster consists almost exclusively of high-end publishers and cultural institutions.
But some ad executives said that the exchange, if successful, could mean headaches for high-end publishers, as it would allow advertisers to reach their intended audiences more cheaply on other sites.
A recent study from Bain & Company and the Interactive Advertising Bureau examining seven high-end publishers (their names were not disclosed) found that about 53percentt of the ad space on newspaper sites went unsold without networks last year, up from 50percentt in 2006.
MuseStorm is targeting its offering toward high-end publishers requiring a complete widget strategy.
In particular, he said that high-end publishers are "commoditizing" their inventory as they sell through the big ad-tech platforms, so he's pitching Arena as a way for them to take back some of the control over their ad inventory.
In particular, he said that high-end publishers are "commoditizing" their inventory as they sell through the big ad-tech platforms, so he's pitching Arena as a way for them to take back some of the control over their ad inventory.
Kruse added that although Smaato's "sweet spot" has been mid-tier mobile publishers, he hopes to recruit higher end publishers too.
The high-end magazine publisher's pre-tax profits fell by £6.8m – from £17.3m in 2011 – after opening an elite fashion college in central London.
"Everyone thinks they're this high-end literary publisher, but they make a lot of money not through Harry Potter," she says.
In conjunction with his new solo album, Beck and high-end literary publisher Genesis Publications have just issued "BeckO1," a large-format coffee table book priced at $500 showcasing his dual lifelong passions for rock 'n' roll — specifically electric guitars — and vintage cars.
