DSP: The behavioral economics of DSP selection and media dollar flows
Join Tom for an enlightening fireside chat with Elizabeth Herbst-Brady, Chief Revenue Officer of Yahoo, as they talk through the fascinating world of media buying through the lens of behavioral economics. With Elizabeth’s background in psychology from Harvard and her unparalleled expertise in media buying, she offers unique insights into real-world principles of behavioral economics. This conversation will explore the dynamic changes in media buying practices, shedding light on the theories of behavioral economics (Daniel Kahneman, Amos Tversky, and Richard Thaler). You will discover how concepts like loss aversion, the endowment effect, and framing influence media-buying behavior.