Welcome to The Undertone Blog. My name is Michael Cassidy and I am CEO and founder of an online advertising agency called Intercept Interactive and an advertising network called Undertone Networks.The mission of The Undertone Blog is to provide commentary and perspective on the interactive advertising industry from the ground level. Meaning – I think there is an opportunity to talk about issues and trends impacting those in the planning, buying and selling functions within online media. There are plenty of blogs geared towards the holistic approach you can take with online media and how this medium is transcending not only advertising but the relationship consumers have with brands. I would like to take this blog in a different direction.My goal is to spur discussion, raise questions, and offer perspective on relevant topics and how they impact the work efforts of those on the front lines, the buyers and planners, strategists, account executives, sales directors, business development professionals, traffickers, and all those having direct touch points with online media. From pricing and negotiation topics to new ad formats and technologies, we are going to cover a wide array of topics with the purpose of helping us perform more effectively for our companies, our clients and ourselves.

I have lofty goals for The Undertone Blog, which can only be achieved by making this more than just my soap box. I will be publishing multiple times a week – sometimes short responses to hot topics, other times more lengthy commentary. Your feedback and opinions are what matter so I hope to hear from you all – whether you agree or disagree.

Thanks for visiting and remember to come back regularly – I think you will be pleased with what The Undertone Blog has to offer.

Sincerely yours,
Michael Cassidy