Joe Zawadzki’s traders spend their days in front of two computer screens, feeding their systems with notes and trying to perfect their trading algorithms.

But they are not analyzing stocks. They are analyzing advertising.

In specific, they are analyzing the activity on advertising exchanges, where companies bid to place their online ads on space provided by publishers. As advertising exchanges gain popularity — Yahoo, Google and Microsoft have all moved into that arena recently —
Madison Avenue is

borrowing tactics from Wall Street. It is reminding some humans of what happened when technology came to the stock exchange, including the arrival of trading advisers like Zawadzki’s firm, MediaMath, that are running numbers and promising to offer sophisticated financial instruments.

“Right now it’s more the in-the-moment, taking advantage of the spot market with aggressive bid management,” said Zawadzki, whose firm is based in New York. “But we’re certainly thinking about where […]

Orginal post by Top Tech News